The Brand Keys Fashion Index for 2003 appears to suggest that consumers are less enamored with apparel brand logos and labels than a few years ago, with many consumers adopting a back to brand basics mentality. The index is a result of a semi-annual survey of 16,000 U.S. adult consumers by research consultancy Brand Keys Inc.
“Nearly all logos are valuable as long as consumers think they are important and are worth paying for. The problem is that logos-as-brand-differentiators have decreased in the importance they play in the actual purchase process,” said Dr. Robert Passikoff, president of , Brand Keys, Inc.
“Increasingly apparel brands do not resonate with the values of their target consumers. As such, marketers do not, and cannot, support the brand in appropriate ways,” he said.