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Fashionable Low-Key Luxury &Nbsp; Name Pack Logo Gradually Fade

2010/8/24 16:44:00 267

Paris Hilton took it in 2006. Louis Vuitton Handbag (left) LV new low profile handbag.

Brand designers choose low-key luxury.

Handbags and accessories with large logo will fade away from the designer series. At the same time, more subtle designs will take the place of "anti bling" fashion. Gucci On the handbag, there is a big G badge, which can often be seen around the stars, including Paris Hilton. The brand said last week that their low-key handling of logo has been rewarded and profits have risen.

"Our group is reducing logo to a more cautious luxury," said Francois-Henri Pinault, chairman and chief executive officer of PPR, a French parent company, and Yves Saint Laurent. According to the new understanding of luxury, we need to change our products quickly. This luxury is more subtle and more mature. We are doing this. " Gucci's sister brand Celine is changing this way. Phoebe Philo, the British designer of the brand, has chosen a more traditional and elegant design. Bottega Veneta It has always been known for its low-key luxury leather products.

Bottega Veneta2010 autumn winter beetle decorating Dinner Bag

Harriet Quick, editor of the Vogue fashion column, said: "there is a clear trend in the field of fashion nowadays. Logo is more prudent in use, reflecting the tranquility in the changing financial environment. We have gone through a noisy and noisy stage. "

Marigay, director of fashion beauty at Harrods, said: "the whole trend we see is anti production, anti artificial, anti bling, from fashion to beauty." McKee said. What consumers want is that there are cultural heritage, there are sources, there are embellished.

2010 autumn and winter Gucci accessories weaken logo

"Quiet" products cater to the needs of consumers

Gucci's profit is the best proof. Last year, Robert Polet, the chief executive of the brand, vigorously publicized the Jackie and Pelham handbags priced at 800 pounds against the risk of offending fashion critics. It is difficult to find logo in handbags, as a product of "showing off", reflecting the demand of consumers after the economic recovery.

2010 autumn and winter LV bag series is hard to find traditional logo.

His attitude has become a turning point in the industry of high level designers. In the industry, all brands get billions of pounds through logo's obvious accessories, including singers, soccer stars, celebrities and celebrities. Chanel is the star Steven Gerrard model wife Alex Curran's favorite brand. In 2008, they created a sales brilliance by designing calfskin handbags. Louis Vuitton also gains millions from the obvious alphabet LV pattern.

But last week's research showed that consumers with high consumption preferred prudent branding. Joseph Nunes, a marketing professor at University of Southern California, conducted a study. He said high-end consumers "are willing to spend more money on" quiet "products without brand names.

In his report, take Gucci as an example, the brand relies on more subtle trademarks, such as bamboo theme, red and green stripes, and people who know it will know what brand they are.

A spokesman for Harvey Nichols said: "after the recession, consumers shifted their attention from the obvious brands and chose a more low-key brand. We have noticed this change, and some brands have introduced more subtle things, such as Chloe and AlexanderWang.

Some consumers in Asia still love the brand logo

At the time of economic recovery, fashion companies are facing a global dilemma. In western countries, many consumers no longer exceed their ability to buy large brands of clothing. In Asia, especially in China, a new generation of consumers who promote consumption still likes big logo.

There is, of course, skepticism about the end of the big logo.

CarynFranklin, a fashion critic, said: "big logo is a shortcut for many people, and it is fashion currency. Not everyone loves low key. Some consumers may like logo, if the big card wants to make money, they must cater for this part of consumers.

Hilary Alexander, the London post fashion director, said: "when Daniella Westbrook is advertising, it is the lattice of Burberry from head to toe. This change has been around for some time. Tourists in the Middle East, Japan and China still like logo, so there will be something with logo, but logo on the platform will be reduced.