The evolution of brands like Michael Kors and Abercrombie & Fitch explains the downfall of some status symbols, according to a Wharton professor
General World News
evolve, and it’s all thanks to how social influence affects their
If enough outsiders adopt a trend, action, or brand, they can change the meaning of its signal, according to Wharton professor Jonah Berger.
Abercrombie & Fitch
‘s brand messaging was put in jeopardy when consumers outside their target audience began using their products, Berger wrote in his book, “
Invisible Influence: The Hidden Forces That Shape Behavior
People will stop flaunting a
when they think it begins to signify something else.
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