TEENS IN THE US HAVE WOKEN UP TO COMPANY CLOTHING LOGOS ARE NOTHING MORE THAN FREE ADVERTISING TO THE SELLER–THE OLD LOGOS REPRESENTING THE IN CROUD OR COOL CROUD WITH THIS OR THAT LOGO NO LONGER HOLDS THE SAME PRESTIGE FOR TEENS IN THE US IN 2014–SAY BYE BYE TO THE OUT VOGUE THAT WAS IN BACK IN THE 80’S AND 90’S

Remember the days when teenagers would die to show off their triangle Guess logo on the back pocket of their jeans? After all, that was the whole point of wearing brand-name clothes.

But times have changed and so have teens.

Today, at least in the United States, logos are quickly becoming old-fashioned as teenagers no longer consider themselves hip just by wearing prestigious labels. In fact, they think logos may even cramp their style.
"For American teens, expensive logos no longer get you in the cool club," says Shannon Lee, a Dallas-based fashion consultant who researches the latest trends, primarily for the teen and 20-something fashion market.
"Today's young men and women are an even tougher bunch to please than they were 10 years ago," she said. "Each person wants to play up their individual identity. They don't want to be like the kid next door."

Following this changing taste, heavily branded top clothing chain Abercrombie & Fitch announced last month that it would drop its signature moose mascot and words "Abercrombie & Fitch" on its merchandise in the United States by next spring, a bold and surprising move that indicates a clear shift in the wider teen fashion market.

The company's decision is seen as a survival strategy as sales have been falling in its home market with fast fashion brands Zara, H&M and Forever 21 — all of which sell more trendy, one-of-a-kind pieces — becoming more popular among picky and trend-driven teenage shoppers.

http://www.koreatimes.co.kr/www/news/world/2014/09/182_165315.html