From Logos to Luxury: The Impact of Trademarks on Fashion Consumer Choices
Poison dart frogs’ vibrant crimson serves as a warning to predators about the powerful toxins permeating from their skin. Poison ivy's ruby hues in the fall signal harsh skin irritation, deterring contact from passerby and plant-eating animals. In the natural world, the color red signals danger and caution through its vividness. Yet, in the world of fashion, red takes on a different meaning– in the iconic red-soled Christian Louboutin heels, the color red is transformed into a symbol of luxury and allure. Rather than dissuade predators and passersby, this shade of red comes with a $700 price tag– one that many are more than willing to pay. How does a color or drawing become a symbol of desire, luxury, and exclusivity? Like the iconic Louboutin red, this effect is also seen in Chanel’s interlocking C’s, Tiffany’s distinct robin’s egg blue, and Lululemon’s omega. By strategically using trademarks, brands in fashion can create powerful symbols that not only differentiate their products in the market but evoke desire in consumers.
What is a trademark?
In the United States, trademarks are issued by the U.S. Patent and Trademark Office (USPTO), with the Lanham Act serving as the primary legal framework for trademark law. A trademark can be any word, phrase, symbol, design, or combination thereof that identifies and distinguishes a business.
Contrary to popular belief, anyone can become a trademark owner. A brand acquires trademark rights the moment it begins using the mark in connection with its goods or services; registration is not required. However, these unregistered trademark rights are limited and only protect the brand within the specific geographic area where its goods or services are sold. For brands expanding to broader regions, this may not be practical. To secure broader and more exclusive trademark rights, a brand must apply for federal trademark registration.
How do trademarks protect fashion brands in particular?
Trademarks serve as a brand's identity in the marketplace, distinguishing its products from those of competitors. Without a recognizable trademark, a brand's designs, logos, or even their brand name could be copied or imitated– leading to consumer confusion and potential loss of business. Trademarks also help build and maintain brand equity by ensuring that only the brand itself can use its logo and designs (Celestino. This exclusivity is crucial in the fashion industry, where brand reputation is closely tied to perceived value and desirability.
Furthermore, a strong, recognizable trademark allows a brand to take legal action against counterfeits and unauthorized users, maintaining the integrity of their brand image. By enforcing trademarks, fashion brands can protect their creativity, uphold their reputation, and ensure that their products remain associated with their legacy.
What effects do trademarks have on consumers?
In the fashion industry, trademarks serve as more than just visual indicators of a brand—they cultivate a sense of familiarity and trust. For instance, when someone buys a Lululemon jacket, they expect a certain standard of material and quality associated with the brand and its logo. This trademarked logo reassures the buyer that they are getting the product they trust. In contrast, if they were to purchase an athletic jacket without a recognizable logo, particularly from a lesser-known brand, they may question the quality and reliability of the product. Trademarks reflect the reputation of the brand in question, and consumers rely on trademarks to identify products they have previously purchased or heard about.
This influence is amplified on social media, when modern trendsetters like Kaia Gerber, Kendall Jenner, or Hailey Bieber are seen wearing a piece with a well-known trademark. When these women are photographed wearing a particular brand, the trademarked logo or design element instantly becomes a focal point, reinforcing the brand's image and desirability. Consumers, seeing someone like Gerber, Jenner, or Bieber wearing a specific brand, are more likely to associate that brand with quality, trendiness, and status, further solidifying the power of trademarks in shaping consumer perception and behavior. For instance, in 2023, Hailey Bieber was photographed wearing the Adidas Samba, a sneaker that had faded from prominence since the early 2000s. Her endorsement, along with that from Bella Hadid, Emma Chamberlain, and Kendall Jenner, catapulted the sneaker back into the limelight and into the closet of most college-age girls– thanks to its recognizable Adidas logo and iconic trademarked triple-stripe design.
Furthermore, in the fashion industry, the power of a designer logo can even transcend the product itself, driving consumers to make purchases based solely on brand recognition. Many consumers are willing to pay a premium simply because an item bears the logo of a high-end designer, regardless of the functionality of the product. This phenomenon is rooted in the symbolic value that designer logos carry—they are not just markers of the brand, but also signals of status, exclusivity, and prestige. Owning an item with a recognizable designer logo allows consumers to associate themselves with the luxury and sophistication that the brand represents, often making the logo itself more valuable than the product it adorns. This behavior emphasizes the powerful influence of trademarks and brand image in the fashion industry.
By Rachelle Wong
Design by Anthony Gutierrez
