According to a study published in The Journal of Consumer Research, consumers prefer their high-end fashion products to have a less conspicuous brand presence, but more distinctive design features.

According to a study published in The Journal of Consumer Research, consumers prefer their high-end fashion products to have a less conspicuous brand presence, but more distinctive design features, as these products provide differentiation from the mainstream.

NY Times published an interesting statistic to this effect – while 87 percent of sunglasses priced between $100-$200 have a brand name on them, only 28 percent of sunglasses priced over $600 have a brand name on them.

Jonah Berger, one of the paper’s authors, explained this behavior of elite shoppers:

UP YOUR QUOTA FOR JUST $15 A MONTH
PSFK’s Premium Subscription provides access to a database of over 100,000 articles featuring new ideas, interviews, analysis and opinion on the latest innovation in brand, customer and retail experience.
Already a subscriber? Log in
(powered by Wallkit)