{"id":2839,"date":"2024-02-03T14:32:47","date_gmt":"2024-02-03T12:32:47","guid":{"rendered":"https:\/\/ch.jfdi.cc\/?p=2839"},"modified":"2024-02-03T14:32:47","modified_gmt":"2024-02-03T12:32:47","slug":"flashy-isn-t-always-fabulous","status":"publish","type":"post","link":"https:\/\/ch.jfdi.cc\/?p=2839","title":{"rendered":"Flashy isn, \u2019t always fabulous"},"content":{"rendered":"

Why luxury brands should reconsider displaying their logos too prominently according to Paurav Shukla and Dina Khalifa<\/strong><\/p>\n

More than 75 per cent of customers in the US say that a brand\u2019s logo is the most important identifier of a company. This is even more true for luxury brands as their logos are some of the most recognised symbols globally.<\/p>\n

So, luxury brands should prominently display their logo, shouldn\u2019t they? Our recent research suggests otherwise.<\/p>\n

In 2023, fashion\u2019s biggest influencers and brands took to the \u201cquiet luxury\u201d trend. This trend refers to a more low-key approach to luxury where people favour subtlety and quality over prominent brand display.<\/p>\n

For visual reference, consider the billionaires featured in the popular HBO series, Succession<\/em>. They opt for tailored, functional attire that is devoid of conspicuous logos and excessive brand names.<\/p>\n

Succession<\/em> has been influential in amplifying the quiet luxury trend. But the luxury market has been undergoing change for some years, partly as millennials and gen-Z become the main customers of luxury brands. These consumers demand that luxury brands are more sustainable and inclusive, contributing to the resurgence of quiet luxury.<\/p>\n

\"fashion
Fashion logos are much more subtle on hermes bags<\/figcaption><\/figure>\n

The shift towards quiet luxury presents a dilemma for the luxury fashion sector. Some brands, such as Balenciaga, Burberry and Louis Vuitton, flaunt their logos conspicuously on almost every product. Other brands, including Hermes and Bottega Veneta, instead opt for muted prestige.<\/p>\n

But what is the right strategy for luxury brands when it comes to displaying their logos? Our findings suggest that prominent logo displays often backfire, making brands seem inauthentic and less cool. This strategy turns fans of the brand away.<\/p>\n

Prominent logo display discourages consumers both from buying items from luxury brands and from sharing images of these luxury items on social media.<\/p>\n

These findings held true in three distinctly different cultural contexts \u2013 for customers in the UK, Turkey and China. On average, purchase intentions decreased by almost 19 per cent and social media sharing reduced by 17 per cent when logos were displayed prominently.<\/p>\n

Many customers considered luxury items from brands that use big logos as not genuine or true to their roots. They also thought that prominent logo display reduced exclusivity, glamour and the brand\u2019s sophistication.<\/p>\n

In the past, research has shown that customers who are strongly connected to a luxury brand tend to defend the brand when it is rejected by social peers. However, we found that those same consumers react negatively when the brand uses loud displays.<\/p>\n

Luxury brands are often used to signal social class, prestige and upward mobility. Buyers of luxury fashion thus seek to express their identities through these brands. But when logos are too prominent, they undermine the brand\u2019s coolness and authenticity, diminishing the fan\u2019s desired image of being genuine and original.<\/p>\n

Research shows that the relationship between price and brand prominence is an inverted U-shape. Brands with lower prices use smaller logos and, as the price increases, logos become bigger and more visible. Beyond a certain price point the logo\u2019s presence decreases and gradually becomes quiet.<\/p>\n

But major shifts are underway in the luxury fashion industry. And minimalist, logoless style is making a comeback.<\/p>\n

Experts suggest that the quiet luxury trend is almost always connected with financial crises. The global financial crisis of 2007\/2008, for example, led to a shift towards understated luxury in the fashion industry. Quiet, subtle designs came to the forefront rather than loud, ostentatious displays of wealth.<\/p>\n

As people struggle to make ends meet during the current cost-of-living crisis, quiet luxury is re-emerging.<\/p>\n

Prominent brand displays are, however, not shunned by everyone. Greater brand prominence is preferred by wealthy newcomers to the upper class, who are known as \u2018parvenus\u2019.<\/p>\n

Research suggests that these people prefer more visible logos to signal their status and align themselves with the old money elite.<\/p>\n

People who are not rich but want to climb the social ladder (\u2018poseurs\u2019) also opt for more prominent brand displays. These people resemble struggling social media influencers who fake their wealth.<\/p>\n

So, what should luxury brands do? They should carefully consider prominent logo display strategy and its implications for their brand\u2019s authenticity and coolness \u2013 especially among the brand\u2019s most loyal customers. Their carefully crafted image of a luxury brand may otherwise suffer.<\/p>\n

As it turns out, a whisper can speak louder than a shout.<\/p>\n

Paurav Shukla is Professor of Marketing, University of Southampton and Dina Khalifa\u00a0is Senior Lecturer in Marketing, University of Roehampton. This article is republished from\u00a0The Conversation\u00a0under a Creative Commons licence<\/p>\n

Follow the
\nCyprus Mail on Google News<\/p>\n","protected":false},"excerpt":{"rendered":"

– Over 75% of customers in the US consider a brand’s logo the most important identifier of a company, particularly for luxury brands.
\n– Recent research by Paurav Shukla and Dina Khalifa suggests that prominent logo displays can backfire for luxury brands, making them seem inauthentic and less appealing.
\n– The “quiet luxury” trend, characterized by subtlety and quality over prominent brand display, gained traction in 2023, influenced by fashion influencers and the HBO series “Succession.”
\n– Millennials and Gen Z, as the main customers of luxury brands, demand more sustainability and inclusivity, contributing to the rise of quiet luxury.
\n– Some luxury brands, like Hermes and Bottega Veneta, opt for muted prestige, while others like Balenciaga, Burberry, and Louis Vuitton flaunt their logos conspicuously.
\n– Prominent logo display can discourage consumers from buying items and sharing images of these items on social media.
\n– In the UK, Turkey, and China, purchase intentions decreased by almost 19% and social media sharing reduced by 17% when logos were displayed prominently.
\n– Customers may view luxury items with big logos as not genuine or true to their roots and believe that prominent logo display reduces exclusivity, glamour, and sophistication.
\n– Consumers strongly connected to a luxury brand tend to react negatively to loud logo displays.
\n– The relationship between price and brand prominence is an inverted U-shape, with logos becoming more subtle at a higher price point.
\n– Financial crises often lead to a shift towards understated luxury, as seen after the 2007\/2008 crisis and during the current cost-of-living crisis.
\n– Wealthy newcomers to the upper class (‘parvenus’) and those aspiring to climb the social ladder (‘poseurs’) may prefer more visible logos to signal their status.
\n– Luxury brands need to carefully consider their logo display strategy to maintain authenticity and appeal, especially among loyal customers.<\/p>\n","protected":false},"author":3,"featured_media":2840,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"Default","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4],"tags":[486,3,763,121,250,546,342,185,605,177,494,380],"class_list":["post-2839","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cyprus","tag-china","tag-cyprus","tag-fashion","tag-featured","tag-google","tag-hermes","tag-life-style","tag-main","tag-succession","tag-turkey","tag-uk","tag-us"],"acf":{"keyphrase":"","keywords":"","sourceimg":"","country-category":""},"yoast_head":"\nFlashy isn, \u2019t always fabulous<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" 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conspicuously. - Prominent logo display can discourage consumers from buying items and sharing images of these items on social media. - In the UK, Turkey, and China, purchase intentions decreased by almost 19% and social media sharing reduced by 17% when logos were displayed prominently. - Customers may view luxury items with big logos as not genuine or true to their roots and believe that prominent logo display reduces exclusivity, glamour, and sophistication. - Consumers strongly connected to a luxury brand tend to react negatively to loud logo displays. - The relationship between price and brand prominence is an inverted U-shape, with logos becoming more subtle at a higher price point. - Financial crises often lead to a shift towards understated luxury, as seen after the 2007\/2008 crisis and during the current cost-of-living crisis. - Wealthy newcomers to the upper class ('parvenus') and those aspiring to climb the social ladder ('poseurs') may prefer more visible logos to signal 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