Consumer research has shown that low and high prices items have something shockingly in common. They both have less obvious logos or brand markers. In the high-end fashion world, designers tend to use discreet markers to identify their collections through intricate design. They want to be recognizable to the elite group who can recognize the high status of the product; designers want to avoid obvious advertising to the mainstream. For example, fashion students, over regular students, tend to choose products with subtle signals than products with the logo on it. Yet, the elites don’t have a dislike for logos, says assistant professor of marketing at the University of Pennsylvania, Jonah Berger. They avoid them “in identity-relevant domains to distinguish themselves from mainstream consumers who buy such products to show they’ve made it.”
I find this research applicable in my own life. Before I got “in-the-know” in the fashion world, I was always gravitated towards products that had large Juicy Couture or Chanel logos on them. Now being involved in the fashion world, I look for products that are more intricate and finely made. I feel it also more rewarding to say, “Oh, it’s BCBG!” when someone admires my dress than having BCBG written all over my bag. However, I can never part with my Pink clothes from Victoria’s Secret! I am obsessed with their logo-ridden products!