Why Elite Shoppers Eschew Logos

It’s signaling, folks. Really interesting stuff. Geoffrey Miller talks about this in Spent: Sex, Evolution, and Consumer Behavior, which I recommend highly. In my review I summarized Miller on the three basic ways we signal through our purchases: conspicuous waste (in this context, perhaps fine fabrics, oversized garments, layering, duplicated accessories), conspicuous precision (luxury watches, perfect cut & fit, subtle hand-stitched details), or conspicuous reputation (recognizable logos, patterns, etc.). Few books have affected my everyday thinking so much. (via putthison)

Why Elite Shoppers Eschew Logos