In this article about A&F struggling to keep their customers engaged the author talks about a shift - young people no longer want to run with the herd they want to be indie and unique. The comments make for interesting reading. Labels and logos taking up too much real estate on clothes is a common peeve for people. This is specially gratifying because I have been trying to get J to this line of thinking for a while.
I tell her celebrities get paid lavishly to endorse labels, regular people don't. By wearing prominent brand labels, we are allowing ourselves to be used as a free, mobile ad space. What is more these brands are making us pay them for our trouble. Not sure if kids see it the same way, but its good to know that they are breaking free. They have better options and could be a niche on one.