Not only are designer brands losing some of their appeal but the power of fashion and apparel labels and logos declines over aging market segments a new study has found.

More than 7,500 apparel customers were interviewed as part of a recent survey conducted by Brand Keys, a New York marketing research consultancy. The results showed that logos and labels were less important to 57 per cent of respondents; while 10 per cent thought the symbols were more important than previously.

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A notable exception was that both male and female consumers said sports logos, including those of national and regional teams, were far and away the single-most valuable "brand" logo or label.

"This finding clearly indicates the power and potential of sports licensing and merchandizing in America today," said Robert Passikoff, president, Brand Keys. "Needless to say, the use of team logos to sell products must be conducted at the local-market level, since sports team preferences are highly locally determined." 

Among the 45-59 age group, Adidas is the #1 brand, followed by Armani, Chanel, Perry Ellis, Ferragamo, Gucci, and Versace.  

For the youngest group (ages 21-34), Nike was the #1 brand (just beating out Fendi), while Adidas didn't make the top 10.