Research article of Global journal of Economics and Business Administration
Obfuscated Signaling: Analyzing and Predicting Changes in Branding in the Fashion Industry
Palisades Park Jr/Sr High School
As time goes on, sentiments change. This statement is perhaps best observed in the mercurial nature of the fashion industry, where styles and brands are constantly evolving. These changes may seem random, or simply a product of what celebrities enjoy at the moment. However, upon closer investigation, an interesting trend appears: the movement of designer brands towards smaller and more simplistic logos. These changes are by no means insignificant; advertising is one of the most important aspects of a brand, and its costs are substantial. Because of these costs, brands only aim to change logos when they feel they need to match a change in fashion or a cultural shift. Thus, by analyzing when and how brands change their logos, researchers can predict and capitalize upon trends in the fashion industry. However, it is still unclear as to why brands have specifically moved to more simplistic appearances. What is the appeal for newer styles to be more discreet, humble, and less ostentatious? To understand this phenomenon, we propose a model that analyzes the change in preferences and motivations in both fashion and culture across generations. Using this model, we achieve results that give further insight into how this knowledge can be used to predict and capitalize upon future trends.
Keywords: Behavioral Economics; Branding; Fashion; Logos; Trends
How to cite this article:
Solomon Son. Obfuscated Signaling: Analyzing and Predicting Changes in Branding in the Fashion Industry. Global journal of Economics and Business Administration, 2020; 5:33. DOI:10.28933/gjeba-2020-09-1005
1. Chao, Elaine L, “100 Years of U.S. Consumer Spending: Data for the Nation, New York City,and Boston,” 2006.
2. Guttman, A, “Share of digital in luxury brands total advertising spending worldwide in 2018, by subsector,” 2018.
3. Hoffman, Moshe, Christian Hilbe, and Martin A Nowak, “The signal-burying game can explain why we obscure positive traits and good deeds,” Nature human behaviour, 2018, 2 (6), 397–404.
4. Maloney, C, “The economic impact of the fashion industry,” US House of Representatives, 2015.
5. Schaeffer, Jean-Marie, “Aesthetic relationship, cognition, and the pleasures of art,” in “Investigations Into the Phenomenology and the Ontology of the Work of Art,” Springer, 2015, pp. 145–165.
6. Spence, Michael, “Job market signaling,” 1978, pp. 281–306.
7. Voland, Eckart, “Aesthetic Preferences in the World of Artifacts—Adaptations for the Evaluation of ‘Honest Signals’?,” in “Evolutionary aesthetics,” Springer, 2003, pp. 239–260.