Dress with Finesse: Why People Wear Clothes with Logos

Carolina Coco, Paulo Rita, Ricardo F. Ramos, Nuno Fortes

Research output: Contribution to journalArticlepeer-review

Abstract

Logos are part of a brand’s identity, responsible for its recognizability and what it stands for. Research showed that buying products easily recognizable by others is associated with status and/or conspicuous consumption. This research aimed to determine the reasons behind consumers wearing logo clothes. Building on existing literature, it investigated how status, conspicuousness, self-monitors, self-esteem, materialism, brand loyalty, opinion seekers and leaders, and gender influenced wearing visually branded clothing. A conceptual model was developed combining these constructs. An online questionnaire was conducted amongst 206 individuals, and the model was tested using PLS-SEM. Results indicated that materialism, conspicuous consumers, and brand loyalty affected the decision to wear logo clothes, whereas status consumers, self-monitors, self-esteem, and opinion seekers and leaders were not significant in explaining the dependent variable. Future research could expand the research to different countries and age groups.
Original languageEnglish
Pages (from-to)260-275
Number of pages16
JournalInternational Journal of Fashion Design, Technology and Education
Volume17
Issue number2
Early online date10 Nov 2023
DOIs
Publication statusPublished - May 2024

Keywords

  • Status
  • logo
  • brand conspicuousness
  • consumer behaviour
  • fashion

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