University of Missouri Fashion Research
Research resources from the University of Missouri, from professors and from students
This section collects educational research connected with the University of Missouri, contributed by university professors and by students. Some of the material is formal university research and some is provided by students as part of research assignments, and the section says so plainly so readers can weigh each item accordingly. Its featured study, on clothing brand logos, comes from the University of Missouri and concerns how consumers react to prominent branding on the clothes they wear.
In this section you will find resources regarding educational research from the Missouri State University. The information in this section can come from either the university professors or from students. Please note that some of the information in this section may not be official university research. Again, some of the info is provided by students as part of research assignments, etc.
University of Missouri Clothing Brand Logo Research: a new study from the University of Missouri has found that people who are more sensitive to how others perceive them are actually more likely to avoid clothing with large logos, even if the clothing is from a prestigious brand. Eunjin Kim, a doctoral candidate in the MU School of Journalism, says it is important for companies to understand this brand avoidance behavior when marketing their products to consumers.
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The Brand Logo Study
The University of Missouri study found a counterintuitive pattern in branded clothing: people who are more sensitive to how others perceive them are actually more likely to avoid clothing with large logos, even when the clothing is from a prestigious brand. Eunjin Kim, a doctoral candidate in the MU School of Journalism, explains that it is important for companies to understand this brand avoidance behavior when marketing their products to consumers. The finding matters to apparel marketers because it separates two ideas that are often merged: a consumer can value a prestigious brand and still prefer that the garment not announce it. Logo size becomes a product-design decision, not just a branding habit — the same brand can need a prominent mark for one segment and a quiet one for shoppers who manage how they are perceived by keeping logos small or absent.
Textile and Apparel Management at Missouri
The section also introduces the Department of Textile and Apparel Management (TAM), described as a global leader focusing on the apparel and textile supply chain, with award-winning, internationally recognized faculty and a ranking among the top programs of its kind. Its curriculum focuses on leadership, the global supply chain, sustainability, creativity and innovation, and technology. Through coursework, field study experiences, internships, leadership conferences and student organizations, TAM students develop the skills they need to be top recruits for industry positions — which is why student research appears in this section alongside faculty work: producing and presenting research is part of how the program trains students for the industry.
Common Questions
What did the University of Missouri brand logo study find?
People who are more sensitive to how others perceive them are actually more likely to avoid clothing with large logos, even if the clothing is from a prestigious brand.
Who explained the study's marketing implication?
Eunjin Kim, a doctoral candidate in the MU School of Journalism, who said it is important for companies to understand this brand avoidance behavior when marketing products to consumers.
What does the Department of Textile and Apparel Management focus on?
The apparel and textile supply chain, with a curriculum focused on leadership, the global supply chain, sustainability, creativity and innovation, and technology, supported by field study, internships and student organizations.