Generic clothes vs Designer brands

Posted on February 14, 2015

Photo: flickr

Many would rather buy generic clothes than stand out with designer brands

Many people buy and wear clothing from prestigious brands as a way to express and distinguish themselves. However, a new study from the University of Missouri has found that people who are more sensitive to how others perceive them are actually more likely to avoid clothing with large logos, even if the clothing is from a prestigious brand.

Eunjin Kim, a doctoral candidate in the MU School of Journalism, says it is important for companies to understand this brand avoidance behavior when marketing their products to consumers. "Many people, especially those who are sensitive to how others see them, are not looking to stand out due to their clothing and apparel choices," Kim said. "While they may choose higher prestige brands that they believe will improve their image among their peers, such as Coach or Gucci, they would rather choose a less prestigious brand if it means the logos are smaller and less obtrusive. Even though promoting a positive image is important for these people, we found that it is even more important that they do not stand out in the crowd."

Category(s):Women's Issues

Source material from E Science News