Thu, 14 Aug 2008 11:01

Manufacturers of big brand promotional clothing such as polo shirts are changing the way they market themselves by rethinking their use of logos.

In the past, large bold logos have been used as selling points on luxury brands to boost sales and for wearers to advertise their preferred brand choices.

But companies are now choosing to tone down or downsize their logos and, in some cases, do away with them altogether as their usefulness has been perceived to be in decline, Clothes2Order reports.

Current economic strain and the globalisation of the promotional clothing market may have been instrumental in the shift in thinking as consumers become more aware of materialistic attitudes displayed on the body.

Toning down a gaudy logo can seem the right thing to do when selling clothes under a variety of economic circumstances.

A new term now being coined by observers of wealthier clothing consumers is "stealth luxury" and refers to people who wear top brands that are recognised by like-minded apparel aficionados but by their styling rather than any company branding.