Labels and Quality

The Friday File: Designers of fancy clothes believe their clothes lend an air of status and prestige to the wearer. And they do! Research shows that it is not the design itself that counts but the label! Why? Same reason why the peacock with the best tail gets the girls! Labels are a signal of underlying quality. Only the best can afford them. The problem is that while the peacock can’t fake underlying quality, we can.

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