The Eonomist recently reported on a study of perceptions about designer labels (http://www.economist.com/node/18483423?fsrc=scn/fb/wl/ar/ivegotyoulabelled). The conclusion of the researchers was that we attach positive qualities to someone wearing clothes with recognizable brands of status. It gives us comfort and helps to quickly build trust.
Is this superficial? You betcha. But we are only human. And we need mechanisms to size up the strangers in front of us. So the labels are one method of short cutting the process.
It seems as though the clothes don't make the man, but the labels do.
It's great news for marketers who want justification for building brand names. It may also be a confirmation for businesses that feature recognizable brands; perceptions don't have to be built with customers who already have been impressed by the names and logos.
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