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.