On the runway, a Gucci model flaunts a logo free look. (getty)
If donning designer labels is like flaunting membership to an elite club, then the initiation process just got harder. Colors, patterns and materials-- not logos--are the new passwords.
"A significant segment of the population does not want to be branded, preferring to be understated and is willing to pay a premium to have 'quiet' goods without a brand mark," says Joseph Nunes, a USC professor responsible for a recent study in the "Journal of Marketing". His research found that luxury goods are higher-priced and better-received when they're low on logos.
Another new study to be published in the "Journal of Consumer Research" had similar findings. While mid-range shoppers still like a logo, the high-end consumer looks for subtler cues when it comes to designer products. For them it's more about detail, pattern and markers of heritage.
Blame counterfeiting, Paris Hilton's Louis Vuitton obsession and the economy for turning the tide. "It's no longer fashionable toRead More »from Are Designer Logos Shrinking?