Many would rather buy generic clothes than stand out with designer brands

Many people buy and wear clothing from prestigious brands as a way to express and distinguish themselves. However, a new study from the University of Missouri has found that people who are more sensitive to how others perceive them are actually more likely to avoid clothing with large logos, even if the clothing is from a prestigious brand. Eunjin Kim, a doctoral candidate in the MU School of Journalism, says it is important for companies to understand this brand avoidance behavior when marketing their products to consumers.

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