Though the fashion world has shied away from obvious logos and labels in recent years, those brand signifiers actually carry a whole lot of weight according to a new study out of the Netherlands.
Explains The Economist:
Rob Nelissen and Marijn Meijers of Tilburg University in the Netherlands examined people’s reactions to experimental stooges who were wearing clothes made by Lacoste and Tommy Hilfiger, two well-known brands that sell what they are pleased to refer to as designer clothing. As the two researchers show in a paper about to be published in Evolution and Human Behavior, such clothes do bring the benefits promised: co-operation from others, job recommendations and even the ability to collect more money when soliciting for charity. But they work only when the origin of the clothes in question is obvious.
In one of the experiments, the professors showed people photos of a dude in a polo shirt. Some of the pictures featured a designer (that is, Lacoste or Hilfiger) logo on the shirt, some included a non-luxury logo, and others showed no logo at all. When a designer logo appeared, people systematically rated the guy in the picture as wealthier even though he was wearing the same exact shirt in all of the photos. Other experiments proved visible logos also have effects on people’s behavior, not just their perceptions.
So could wearing a shirt with a little alligator on it really help you land a job? Yes, apparently.