Small and Mighty

Logos, we are all familiar with them. Whether its the two tiny Cs that depict Coco Chanel, the top hatted pheasant of Jack Wills, or the polo player of Ralph Lauren, we will all be relatively familiar with one or two fashion brand logos. However these emblems may be small in size but mighty in power, as they could be the key to why you out there are more inclined to purchase that particular label. 

Chanel Logo

Jack Wills Logo

Ralph Lauren Logo

As well as being an important element of brand and design, logos have a significant effect on customers. The logo of luxury goods is symbolic, and are significantly influential on customers. 

I did a bit of research into what could convince a person to buy by a particular brand, and there is the theory of Conspicuous Consumption, which is the description of lavish spending on goods and services that are acquired mainly for the purpose of displaying income or wealth, helping to attain and maintain social status. 

Is a bit of a lude thought.. we may think we are buying these luxury goods and fashion labels because we like the quality, the style or the colour, but sub consusously it is because it holds a modest tag that sets us slightly above everyone else in society. 

Another thought leading on from this is does the exposure of a logo on a product make it more desirable? Imagine you are propositioned with two Mulberry handbags (i’ve been dreaming of that scenario happening to me for several years now), they are both legitimate, made the same, shaped the same, same style, same level of quality... the only difference is, one carries the tree emblem on the outside, and the other doesn't. Do you opt for the more modest version, that doesn't display the logo that can represent the costly nature of it, and just take it for the quality of the make, or do you opt for the one that does state the designer, making most people you walk past with it whip their own handbags over their shoulder. 

Mulberry Logo

As much as I would like to able to say I was that person who would be happy with quality alone, I wouldn’t. I’m only human, as are you, and I don’t think i’m in the minority with this thought. Logos may be sometimes viewed as representing ‘quality and taste’ (i really hate that phrase, as let’s be honest money doesn’t always buy taste) and a society of a higher stature, but it could also represent the love you hold for that particular label, whether you’ve bought it through saving for years, or can afford it with your monthly pay packet. Either way, both these thoughts example to us how important and powerful the small figurines of the fashion industry really are.