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• This is even more true for luxury brands as their logos are some of the most recognised symbols globally.
• So, luxury brands should prominently display their logo, shouldn’t they?
• This trend refers to a more low-key approach to luxury where people favour subtlety and quality over prominent brand display.

• The articles in this series explore the questions and bring answers as we navigate this turbulent period of life.
• But the luxury market has been undergoing change for some years, partly as millennials and gen-Z become the main customers of luxury brands.
• These consumers demand that luxury brands are more sustainable and inclusive, contributing to the resurgence of quiet luxury.
• But what is the right strategy for luxury brands when it comes to displaying their logos?

Prominent brand display

• We found that prominent logo display discourages consumers both from buying items from luxury brands and from sharing images of these luxury items on social media.
• They also thought that prominent logo display reduced exclusivity, glamour and the brand’s sophistication.
• Our results show that UK customers’ perceptions of authenticity and coolness reduced by more than 10% when a luxury brand decided to use prominent logos.

The quiet luxury revolution

• Experts suggest that the quiet luxury trend is almost always connected with financial crises.
• The global financial crisis of 2007/2008, for example, led to a shift towards understated luxury in the fashion industry.
• As people struggle to make ends meet during the current cost-of-living crisis, quiet luxury is re-emerging on the scene.

The brand prominence dilemma

• Greater brand prominence is preferred by wealthy newcomers to the upper class, who are known as “parvenus”.
• People who are not rich but want to climb the social ladder (“poseurs”) also opt for more prominent brand displays.
• Their carefully crafted image of a luxury brand may otherwise suffer.

The authors do not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.

• FOX Nation, FOX News Media’s streaming service, has debuted a new three-episode series hosted by comedian Dennis Miller, entitled “The Infomercials That Sold Us,” announced Lauren Petterson, president of the platform.
• It’s easy to dismiss the Willy Loman’s who hawked products on late night TV as nothing more than easy punchlines.
• Over the course of three episodes, Miller will walk viewers through the days when infomercials were lucrative, and all celebrities wanted in on the action.
• He also served as the host and executive producer of CNBC’s “Dennis Miller,” a topical interview talk show featuring reasoned discourse, opinion and humor.

• This Well-Known Multi-Million Dollar Estate, Located in Mendocino County, Heads to Absolute Auction in February.
• REDWOOD VALLEY, Calif., Jan. 11, 2024 /PRNewswire/ -- The East Ranch, a distinguished +/- 1,745-acre estate, is scheduled for Absolute Auction on February 3, 2024.
• Nestled in California's renowned wine region, this exceptional Queen Anne Victorian-style property offers luxurious living conveniently located between San Francisco and Silicon Valley.
• The Live, No Reserve, Truly Absolute Auction will take place at the site on February 3, 2024, at 11:00 a.m. local time.

• LAS VEGAS, Jan. 8, 2024 /PRNewswire/ -- Today, Panasonic announces two new flagship OLED TVs for 2024, the Z95A (65" and 55") and Z93A (77").
• Superior image and audio quality is at the heart of the Z95A and Z93A thanks to a brand-new chipset and brighter panel.
• In a world of content overload, the Z95A and Z93A stand out with their ability to aggregate content from both broadcast and streaming services.
• This content-forward approach, made possible by Fire TV built in, offers viewers a streamlined experience in content discovery and consumption.