As described in the April 2nd issue of The Economist, human beings are highly influenced, in fact, excessively over-influenced by designer labels. Researchers at Tilburg University in the Netherlands did extensive research on the impact of designer labels on people and discovered, among other things, that people’s perceptions of others varied widely depending in the label/logo of the clothes they wore – even when the clothes were absolutely identical except for that label/logo.
This influence ranged far beyond merely “rating” people. When soliciting for charity, for example, volunteer solicitors were again clad in clothing identical except for logos, and those wearing “labeled” clothing received almost twice as much as those wearing garments without logos. In various transaction games, those participants who wore designer labeled clothing were trusted with more than a third more in funds than those wearing unlabeled clothing.
Over the years, I’ve occasionally asked people why they’ll pay so much more for a “designer” outfit, and, invariably the response has been that they want the quality. Yet I can recall, years ago, when Ralph Lauren created several items where the logo was not easily visible to others or in at least one case, not visible at all. Those items were produced for less than a year because sales were so poor, even though the quality was the same as that of other Lauren clothing. One customer even complained to my son, who was working at a Lauren outlet during his college years, that he didn’t want to buy any Lauren clothing if the label didn’t happen to be visible.
While there are people who can tell the difference between various styles and makes of clothes at a glance, studies have shown that the vast majority cannot – which may explain where the label/logo comes in. In fact, they even have trouble in discerning bad fake logos and labels. In the animal kingdom, such displays as the peacock’s tail essentially can’t be faked. The healthier and stronger the peacock, the larger, brighter, and shinier the tail. An unhealthy peacock just can’t present a splendid tail. And the pea hens and other peacocks can tell the difference.
Humans clearly don’t have that ability. According to the researchers, while people can pick up on human bodily physical clues fairly readily, they’re far less discerning when it comes to judging artifacts and clothing – which are stand-ins for wealth and power in a more affluent and technological society.
Could it just be that, in that inimitable human fashion, once again, humans are looking for the shortcut to making a decision? Or is it a calculated decision because we know, deep down, that most others can’t really tell the difference between a good shirt and a great one, between a good one without a logo and a poorer one with a logo?
That might mean, again, that we’re all about making decisions on superficialities. And that we don’t want to admit it, even to ourselves. But then, is that really anything new?