Why luxury brands should reconsider making their logos too outstanding

More than 75% of consumers In the USA it is claimed that a brand's logo is crucial identifying feature of an organization. This applies much more to luxury brands, as their logos are amongst essentially the most recognized symbols worldwide.

So luxury brands should prominently display their logo, right? Our current research suggests otherwise.

In 2023, fashion's biggest influencers and types took part within the “quiet luxury“Trend. This trend refers to a more reserved approach to luxury, where people prefer subtlety and quality over outstanding brand presentation.

For a visible reference, consider the billionaires from the favored HBO series. Succession. They select tailored, functional clothing that avoids flashy logos and exaggerated brand names.

Quarter Life, a series from The Conversation

This article is a component of Quarter Life, a series about issues that affect us in our twenties and thirties. From the challenges of beginning a profession and taking good care of our mental health, to the joy of beginning a family, adopting a pet, or simply making friends as an adult. The articles on this series explore the questions and supply answers as we move through this turbulent period of life.

The successor played a big role in reinforcing the trend towards quiet luxury. But the posh market has been changing for several years, partly because Millennials and Generation Z have gotten the important customers of luxury brands. These consumers demand luxury brands more sustainable and inclusivewhich contributes to the resurgence of quiet luxury.

The shift towards quiet luxury presents the posh fashion industry with a dilemma. Some brands like Balenciaga, Burberry and Louis Vuitton prominently display their logos on almost every product. Other brands, including Hermes and Bottega Veneta, concentrate on muted prestige as a substitute.

But what’s the correct strategy for luxury brands in terms of displaying their logos? Our findings suggest that outstanding logo ads often backfire and make brands appear inauthentic and fewer cool. This strategy alienates fans of the brand and potentially reduces its market share.

The logos of various luxury brands.
Do you recognize these logos?
Leandro Fernández/Medium, CC BY-NC-SA

Prominent brand presentation

We've found that outstanding logo display discourages consumers from each purchasing items from luxury brands and sharing images of those luxury items on social media.

These findings applied in three distinctly different cultural contexts – customers within the UK, Turkey and China. On average, purchase intent fell by almost 19% and social media sharing decreased by 17% when logos were prominently displayed.

Many customers viewed luxury items from brands that use big logos as not being authentic or true to their roots. They also felt that displaying outstanding logos detracted from the brand's exclusivity, glamor and class. Our results show that when a luxury brand selected to make use of eye-catching logos, perceptions of authenticity and coolness fell by greater than 10% amongst British customers.

Our study also revealed one other unique finding. Research has shown up to now that customers who’re strongly related to a luxury brand are inclined to achieve this defend the brand whether it is rejected by social colleagues. However, we now have found that these same consumers react negatively when the brand uses loud displays.

Luxury brands are sometimes used to signal social class, prestige and upward mobility. Luxury fashion buyers due to this fact seek to precise their identity through these brands. But when logos are too outstanding, they undermine the coolness and authenticity of the brand and weaken the fan's desired image of authenticity and originality.

The quiet luxury revolution

Research shows that the connection between price and brand awareness has an inverted U-shape. Brands with lower prices use smaller logos and as the worth increases, the logos grow to be larger and more visible. At a certain price level, the presence of the emblem decreases and it step by step becomes silent.

But big changes are afoot in the posh fashion industry. And the minimalist, logoless style is making a comeback.

Experts imagine that the trend towards quiet luxury is sort of at all times related to this Financial crises. The global financial crisis of 2007/2008, for instance, led to a shift towards understated luxury in the style industry. Quiet, subtle designs took center stage quite than loud, ostentatious displays of wealth.

As people struggle to make ends meet throughout the current cost of living crisis, quiet luxury is resurfacing.

The dilemma of name awareness

However, not everyone avoids outstanding brand representations. Greater brand awareness is favored by wealthy upper-class newcomers often called “parvenus.”

Research suggests that these people prefer more visible logos to signal their status and join the old money elite. A parvenu could possibly be an artist or musician who has suddenly struck gold with their work.

Even individuals who will not be wealthy but need to climb the social ladder (“poseurs”) go for more outstanding brand representation. These individuals are much like troubled social media influencers who fake their fortunes.

So what should luxury brands do? They should rigorously consider their outstanding logo display strategy and its impact on the authenticity and coolness of their brand – especially among the many brand's most loyal customers. Otherwise, their rigorously crafted luxury brand image could suffer.

As it seems, a whisper can say greater than a scream.

image credit : theconversation.com