Fashion Logo Loyalty Declines Again
The Brand Keys 2003 Fashion Index revealed that the percent of
contribution logos make to the customer's loyalty to one brand or
another has decreased dramatically for two years in a row.

This trend was identified in the Brand Keys Customer Loyalty Index;
a semi-annual survey conducted among 16,000 US adult consumers
by New York City-based research consultancy Brand Keys, Inc.
(www.brandkeys.com)

"The most recent wave of the Customer Loyalty Index indicated
that post 9-11, but especially since the US went to war with Iraq,
we are seeing a 'back to brand basics' mentality for most
consumers," said Robert Passikoff, President, Brand Keys.
actual purchase process," added Passikoff.

A review of the top 50 most highly rated brands
(in 31 categories ranging from clothing catalogues to credit cards
to on-line retailers to airlines) indicated consumers would stick
with the basics, with or without flag-waving.

"It's not the 'bunker' mentality we observed after September 11th,"
said Dr. Passikoff. "It's a genuine return to basic, solid, unadorned
American values, and it's being reflected in the way consumers are
reacting to the value of a logo generally, and to particular logos specifically.
The weak economy just compounds things."

When asked how important apparel brand logos and labels are to
consumers today versus a few years ago, nearly two-thirds (61%)
of the 7,500 respondents polled reported that they are less important.

"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," said Passikoff. "Basic American values
seem to be the rule in the current socio-political climate. Moreover,
where formerly the assessments did not seem to span generational
perceptions of the value of a label or logo, there is now a real
homogenization of these values."

Eight new brands revealed themselves in the current wave of research.
Interestingly, half were what could be described as "catalog" brands.
Three were for blue jeans brands. All seem to reflect "American Values."

The new brands were. Eddie Bauer; J. Crew; L.L. Bean; Land's End; Lee;
Old Navy; Riders; and Wrangler.

Logos Losing Luster with Women
Women were significantly more likely than men to report that clothing
logos and labels are now less important to them than they used to be.
Examining the results by age, the oldest age group (45-59) was the
most likely to say that the importance of logos and labels had declined
(69%). What was surprising was that even among the youngest age
group (21 to 34).More than twice as many respondents said logos and
labels are now less important to them.

The Brand Keys' survey confirms the importance of understanding
consumers' values. It proves that consumers are now concerned more
about their own values and less about the logo. "You just can't slap a
logo on something and expect it to sell itself," said Passikoff. "You need
to manage the brand in a real context of consumer values. Lots of
companies say they are doing that but they miss the mark entirely.
The implications for licensing and marketing are staggering."