"Never Mind the Logo..."

An article in the Guardian caught my eye last week, highlighting a backlash in shopping habits. It seems the buying public is starting to shun the big fashion label (and the heavy mark-up that comes with the price tag), questioning their wardrobe purchases in what is being called “conscious consumerism”. With the emphasis more on value, consumers are demanding transparency and authenticity - qualities that are not necessarily found underneath the emblazoned logos that can take over a piece of clothing. Brands are having to think about how to deliver value in new ways to customers who are increasingly thoughtful, yet increasingly cynical about how they want to spend their money. These same p

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