Research estimates that Gen Y and Z will account for almost half of the personal luxury goods market by 2025. But with the rise of logo fatigue, a brand name alone isn't enough to win young people over and brands must find new ways to connect with younger consumers.

Shoppers are splashing out on wardrobe staples, opting for basics crafted with premium fabrics over flashy showpieces. As priorities shift from flaunting logos to forming a long-lasting, quality wardrobe, basics – think white T-shirts or the perfect pair of jeans – are becoming the new status symbols.

Why do people tend to trust articles written in Times New Roman? What would using Helvetica or Comic Sans in a logo say about a company? Canvas8 spoke to Sarah Hyndman, author of Why Fonts Matter, to understand how typography influences us and alters the way we experience brands.

Lacoste has released an exclusive line of ten polo shirts which replace the regular crocodile logo with endangered species, to raise awareness for endangered species. This move appeals to those who like to signal their values with their purchases, especially through high ticket statement pieces.