Read this! Design vs. labels

I always start my day with reading The Economist, and yesterday I saw an article which I think might be interesting for my readers as well.

Scientists at a Dutch university have experimented on the impact designer logos make on people. In their research they used polo shirts from Lacoste, comparing original shirts to ones where the Lacoste logo had been removed or replaced with a logo from a cheaper brand.

In one experiment, a woman first wore a polo shirt with a Lacoste logo and asked people at a shopping mall to answer a survey. 52 % of the people she asked agreed to take the survey. The next day, when she wore the same shirt but with the logo removed, only 13 % answered her questions. When she wore the same polo shirt but with a cheap brand’s logo, her results were even worse.
Other experiments showed that you will get more job recommendations, you will have a much higher chance to succeed at a job interview and you will on average get a 9 % higher salary if people easily can tell that your shirt is from a “good” brand.

For me, these results were not unexpected, but still a bit of a let-down. I had hopes that it’s the actual design of the clothes, and not the brand name that mattered to people.
What do you think about this?

Here’s a link to the original article.

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7 Responses to Read this! Design vs. labels

  1. Leia says:

    This is very interesting indeed. I can’t say I am actually surprised at the results but I am disappointed… logos really don’t matter to me at all, and if I *am* going to buy something more expensive (because I like the style, design, or durability) I try to find pieces where the logo is less noticable! It’s sad that people continue to judge others based on how much money they are willing to spend on certain pieces.

  2. jill says:

    Yeah, I know what you mean Antonia. This sort of means you should rather wear clothes with big tacky logos than sophisticated discreet clothes.
    But I think this doesn’t apply to every type of person. I for one think it’s much more interesting if a persons clothing just looks nice, and I think it can come off as arrogant and insecure if someone wears huge logos. So I think it’s a matter of who you want to impress. If you want to impress an average Joe in the supermarket or get a job at McDonald’s, go for labels. If you want to impress a girl like me or get a higher position at a job, go for a more sophisticated look
    That’s what I think, at least

  3. Anne C says:

    I’m not surprised! Many companies don’t want a cheap person for a job.

    • Stephanie says:

      How is someone supposed to earn money to buy designer clothes if they don’t have a job? I think that’s an unfair statement. Classy or well made clothes do not have to be expensive and it is very sad that people judge others by the name brands they are wearing. A person can look just as good in designer wear as they can in lesser known brands if they know how to present themselves.

      Personally I buy a mix of brand names and not, depending on the item. Realistically, however, some brands do make better quality clothing than others. For example, what I buy from Old Navy or H&M isn’t going to last me as long as something from Ralph Lauren or Benetton but it depends on what I am looking for and what it’s going to be used for. Also, apparently brands mean something different in every country. I live in Germany and people go nuts here for Tommy Hilfiger but in the States you can get this brand at discount stores for less than half the price of what it costs in Germany.

  4. Lisa says:

    Can’t wait to let my bf know. He thinks designer clothing is a waste of money. But according to science, the clothes is actually a very good investment! Hurray:)
    This was a very interesting read. Maybe I should start reading the Economist too!

  5. Manderz says:

    I’m not surprised, but I’m definitely disappointed. Especially since I tend to be a bit more on the frugal side and am pretty sure there aren’t any designer items in my entire closet.

  6. Arantxa says:

    Many of the bags of “Prada” “Chanel” or “Carolina Herrera” made ​​in Spain, particularly in the area of ​​Valencia and Cadiz. There a lot of people sell the same bags in shops but without the brand logo (which are forbidden), even much lower price. Many people buy these bags because they know they are quality and to have the design time of the big brands, but often involves bringing people sign them and say “this bag is fake.” It’s silly, but many people who buy these bags do not buy it for its quality but because people know they can afford those brands, and what they mean to carry them. The same bag without logo do not like much …

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