The Wall Street Journal of 29 August 2014 reports that Abercrombie and Fitch is dropping logos from its North American clothing. “The move follows a change in teen behavior that caught Abercrombie & Fitch Co. on the wrong side of a trend. Teens who once sought brand names have shifted to cheaper, unmarked gear that they can use to put together their own individual styles. The change had undermined Abercrombie’s pricing power and hurt its sales.” Abercrombie chief executive Mike Jeffries says: “In the spring season, we’re looking to take the North American logo business to practically nothing.” However, logos still seem acceptable in Europe, and Abercrombie is not reducing its logos on clothing sold there.
The article also notes that Louis Vutton and Coach are also reducing logos.
Showing posts with label status symbols. Show all posts
Showing posts with label status symbols. Show all posts
Friday, August 29, 2014
Sunday, November 16, 2008
Logos and Luxury Don't Go Together?
The November 16, 2008 issue of the New York Times Magazine has an interesting piece titled "The Brand-ness of Strangers."
It reports some research on the effects brands have on us. Among other findings, people who saw photos that included a bottle of Dasani were more likely to choose that brand when given a choice of four brands, even though they didn't consciously notice the bottle when looking at the photograph (they were asked to focus on the expressions of the people, not other things in the photo).
The article concludes with a discussion of Ralph Lauren's many lines. The Polo logo is widespread, but the logo "is completely absent from Lauren's high-end subbrands, presumably on the theory that the discerning self-identities of such status-conscious consumers clash with flashing an emblem worn by the masses."
It reports some research on the effects brands have on us. Among other findings, people who saw photos that included a bottle of Dasani were more likely to choose that brand when given a choice of four brands, even though they didn't consciously notice the bottle when looking at the photograph (they were asked to focus on the expressions of the people, not other things in the photo).
The article concludes with a discussion of Ralph Lauren's many lines. The Polo logo is widespread, but the logo "is completely absent from Lauren's high-end subbrands, presumably on the theory that the discerning self-identities of such status-conscious consumers clash with flashing an emblem worn by the masses."
Subscribe to:
Posts (Atom)
