It was at one point in time that individuals would branish a logo as a symbol of status in society. Whether we’re talking Mercedes, Abercrombie and Fitch, or Nike it was the label that made a product more appealing.

The world is changing though as a new article from the Courant points out. Shoppers are now going from one brand to another depending on what’s “hot-or-not” in celebrity gossip and fashion magazines. These ‘brand sluts’ are only loyal to the latest trend and can easily switch. Instead of looking for brand names, consumers are now concerned with the end result of a product or service rather than the status symbol behind it.