In Brief

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:

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