Trademark Playing Hide And Seek

A fashion that makes clothing labels more ingenious and comfortable is quietly rising. The big trademark that is stitched inside the collar is out of date, not to mention the crocodile and polo logo embroidered on the chest. Designers have discovered that hidden logo can add brand value.

Leah Missbach Day, 52, likes designer brands such as Balenciaga, Alexander Wang and Dries Van Noten, but she does not like these brands to stick to her skin. "I will wear my clothes. Label Cut them off because they make my skin itch and uncomfortable. " She said, "I have a drawer full of labels."

Although fashion designers and Manufacturer Usually it takes a lot of energy in the design and placement of trademarks, but customers rarely appreciate them. They carried out their own sewing scissors and dismantling knives, and tirelessly removed one after another. You can even find many websites dedicated to teaching readers how to leave no marks to remove trademarks.

But recently, a fashion that makes clothing labels more ingenious and comfortable is quietly rising. Sew in Collar Inside, the big trademark with the bright brand Logo is out of date (not to mention those crocodile and polo logo embroidered on the chest). More and more designers begin to lower or even hide their brands, which adds brand value to the mysterious club that everyone wants to join.

The so-called "no marks" printed directly on cloth and transparent plastic trademarks are also widely used. This changed the appearance and feel of the clothes to some extent.

Some people dismantle trademarks because they do not like the discomfort they bring, for example, Ms. Day; others resist the rejection of others' names or corporate Logo. Others believe that labels reduce the appearance of clothing, especially when the material of the cloth is light and transparent, or when it is turned out in collar and waist. The most embarrassing thing is that a stranger or your mother-in-law is coming to help you plug the trademark back. {page_break}

The 56 year old Susan Fisher is from New York. She often has Donna Karan, Carolina Herrera and Jil Sander. She uses nail clippers to cut the stitches on the trademarks, and then uses small tweezers to remove the thread. "They only bring troubles, why do they keep them?" she said. "Washing instructions are useless for me. Because of caution, I send all my clothes to dry cleaning, and I don't care about the brand of clothes as long as they wear good looks."

Those who are sensitive to the number of their clothes will also cut off labels with thunder. Houston, a 27 year old Rozlend Power who worked as a shop assistant at a senior clothing store, said people often remove labels because of the actual number of clothes that exceed their ideal number. "This is human nature, especially the number of clothes is very different, and the brands vary greatly. For example, I myself, I wear XS in Banana Republic, but a bridesmaid dress bought in Betsey Johnson has a 10 number. Fortunately, I don't need to wear that dress every day, otherwise I will probably tear down the logo. "

Zak Graff, a marketing consultant who lives in Losangeles, is 34 years old. He said she likes Zara brand because it is tailored and well suited. "But those brands are driving me crazy, always two or three inches long, and stacking each other up." Any clothing sold in the European Union must be accompanied by labels of all language descriptions of Member States. )

Graff carries a disconnect knife to avoid all kinds of trouble brought by the trademark. "Cut off the price tag and cut off the trademark that is sewn on the clothes." this is the necessary procedure after I buy the new clothes.

But before removing the trade marks, he must see them. Some brands, such as the French brand Aigle, and Elie Tahari and Josie Natori, have been using "transparent trademarks" in recent years. The trademark is made of soft plastic and usually stitched on the side seam. "This is mainly for comfort." Ilse Metchek, chairman of the California Fashion Federation, said, "but it also reflects the fact that cloth is more expensive than plastic. It is easier to cut off plastic without cutting it."

The trademark that had been printed or embed on the garment appeared ten years ago, but it has become more popular in recent two years. "People really complain about trademarks," said Rick Elmore, vice president of Hanesbrands Inc.. "We hear people complain again and again." Hanesbrands Inc. is one of the first companies to start using mark free trademarks.

Sports brands such as Nike, Adidas, Reebok and Puma are keeping up with the trend. Now, many big brands are also beginning to use the mark free trademarks, including Banana Republic, J. Crew, Gap, Ann Taylor and Gap.

Earlier, a complaint was made that the mark was cracked and decolorization after several times of washing. Now the technology has been improved. Shawn Neville, vice chairman of Avery Dennison Corporation, which specializes in developing and making trademarks for retail brands, said: "digital transfer is more accurate, so we use less ink, trademark and cloth, and will not be as heavy plastic and soft as ever. Therefore, more famous brands began to use the trademark without marks.

However, according to the famous street photographer Scott Schuman, no mark trademark will fade. "In the end, you can only turn over your T-shirt." he believes that the trademark is very important, which reflects the design level of clothing, and even can make the costumes more colorful, like some artists' signature. What's more, the antique clothing with trademark can always get a better price. "We like to complain about trademarks, but we all love them secretly." He said.

Non traditional designer brand can be regarded as another special case. Think about the pure white trademark of Martin Margiela, the metal chain of Stella McCartney, the lace of Peggy Jennings and the two grey ribbons of Rick Owens. {page_break}

Neiman Marcus's fashion director, Ken Downing, said: "many designers don't catch a cold on Logo, but the original brand has opened up a new dialogue with consumers. The logo is like a confidential letter from inside."

Owens thinks that his trademark is an expression of Art: "it is very important for me to set up a personalized, private liaison bridge between the people I do and the people who react to them."

Even Mr. Graff, who loves to label, has been "lenient" with his Burberry suit. He has retained the trademark trademark logo because he thinks it is a "unique design element".

The 50 year old handbag designer, Marcia Sherrill, lives in New York. She said that when she saw the trademark before she put on her clothes, she felt that some kind of "emotional bond" was being established. She said, "seeing the trademark of Givenchy or Yves Saint Laurent, I realized that the little girl who came to the big city from Alabama has been doing well now."

Of course, these inner dramas do not prevent her from covering her trademark with a band aid so as not to scratch her skin.