For many, part of the allure of buying something expensive is that it is a status symbol. However, according to research, some high end consumers actually prefer a smaller, more exclusive group of people to recognize that something they own is very high end. An example in one study found that while among sunglasses under $50, 21 percent had a logo on them, 84 percent in a more expensive category between $100 and $300 had a logo. The fact the cheaper sunglasses would not emphasis a logo as much as a more expensive pair is not that surprising. However, among really expensive sunglasses above $500, the percentage with a logo went down again, dramatically. Only 30 percent of these super high end sunglasses had a logo which could be used to identify them, thus making it more difficult to differentiate whether a pair was as an expensive brand or a cheaper brand. Thus, for people who bought one of the 70% of sunglasses over 500 dollars without a logo, the fact the sunglasses were higher priced would be recognized by fewer people, or a smaller more exclusive group who recognize them as being from a high end brand in other ways than just a logo.
A link to a summary of the research can be found here at ScienceDaily:
http://www.sciencedaily.com/releases/2010/06/100621173930.htm
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