Fashion Without LOGO Is Real Fashion?

Hermes 2013 spring and summer accessories series can hardly see the brand H LOGOFendi 2013 new bag, and the classic FF LOGO is downplayed. Fendi 2013 new bag, brand classic FF LOGO is diluted. Gucci 2013 new model, to LOGO is becoming a trend. If it is not a model bag, who can recognize that this is Louis Weedon's early autumn series, once all the streets are LV LOGO is no longer the only handbag on the street is LV LOGO is no longer the only handbag. In mid April, Louis Wei Deng held a preview of the 2013 early autumn new products in Shanghai, and also recommended the inspiration from the classic NO handbag. In this preview, the most impressive impression is "clean". This seems to be very different from the one we used to remember. Many people find that the iconic LV patterns and colors are gone, and are replaced by richer shapes and colors. In this preview, the NO e handbag, which is mainly recommended and inspired by the classic style, seems to have deliberately avoided Louis Weedon's logo and pattern, and has a large number of hue, but can not see LOGO completely, "clean"!

"We hope that people will pay more attention to the history and culture behind Louis Weedon's brand, and what it stresses is the spirit of travel: freedom, independence and quality." Danya, the new Louis Weedon public relations manager, said.

　　 Fashion without LOGO is real fashion?

In fact, it is not only NO's handbag, including Louis Weedon's new series of suitcases and briefcases, but also seems to be deliberately going to LOGO, throwing away the familiar patterns and flower shapes, instead of publicizing the LOGO that people can recognize at once, but attracting people from the aspects of style, color and function.

"The more mature the rich are, the less they like LOGO. They have already passed the stage of proving themselves with LOGO." Zhou Ting, director of luxury goods and wealth Research Institute, said. As early as many years ago, she put forward the view that "to LOGO luxury is the trend of the times, no LOGO fashion will become more and more intense" view, and the increasingly fuller reality is also evidence that no LOGO fashion is the real fashion.

Zoe, a fashionable buyer, agrees. In her view, the LOGO of the fashion circle has become the most intuitive symbol of emphasizing identity and class. The artificial standard set up deliberately will be weakened with more and more free and open society. "People do not need to prove anything by LOGO anymore, they have more ways and means. Persisting in LOGO is not like letting go, it's more like a declining old school who commemorate the glory of the past. In New York, where Zoe lives, this trend is more obvious. The city is following the new trend. Designer And their fashion without LOGO removed a lot of "distracting thoughts", to a certain extent, more pure. People will first notice the characteristics and attractions of such a thing, rather than having a preconceived impression under the influence of LOGO and brand, adulterated with numerous personal factors and emotional factors, so that they can see fashion more "fairly".

However, some people oppose this view. In their view, LOGO also belongs to the inseparable part of brand culture, which is a fashion in itself. This impression, which has been created for many years in people's mind, is higher than what it wants to express itself. It inspires people's association with beauty and a certain way of life, and imperceptibly affects people's attitude towards life.

But in any case, in real life, people's preference for LOGO seems to be more and more indifferent over the years. As long as you pay attention to it, you will find that there are not many people on the street carrying LV LOGO bags, while Louis Weedon's sales and profits have been increasing. This, to a certain extent, shows that people's affection for Louis Weedon is not only reflected on LOGO.

　　 NO LOGO is not an anti brand name.

The most straightforward topic about LOGO is NO LOGO, the best seller Naomi Klein (Naomi Klein). Turning from a girl who has a crush on a famous brand to a cultural observer who reflects on brand culture, Naomi Klein has a certain say in LOGO.

In the book "NO LOGO", the once LOGO chaser analyzed the way she conquered the world by socialized eyes and perspectives, and reflected on this phenomenon. She thought that the anti globalization wave would lead to the result of LOGO. Aside from the influence and social significance of this book, NO LOGO also gave birth to the "NONO family". They are far away from famous brands and do not rely on famous brands to show their social status. They advocate simplicity, advocate nature and return to pure "new frugality" life.

However, it is not appropriate to equate NO LOGO with anti brand paintings. No LOGO is not simply to abandon fashion, so it should be said to be a new fashion attitude. For consumers, LOGO is no longer an important requirement for their purchase. Without LOGO, they will not affect their love for a brand, nor will they affect their pursuit of product quality. For luxury brands, it seems to take more courage to go to LOGO, though there is no tragedy, but there is also a hard way to start again, even though their starting point is already higher than others.

　　 The advancement of fashion cognition

In recent years, the most obvious way to LOGO is Burberry. This British brand has swept the world with classic grid patterns and is regarded as the most valuable asset of the brand. Ross Mary Bravo, who once held the position of Brrberry CEO, thinks that the important Wu device that Burberry can stand out from many classic brands is its classic British style, which is also the biggest brand asset of Burberry. It is the essence of the brand that must not be lost when expanding the market. But after five years, these comments were overturned by the brand itself. The "Burberry" is seeking to "go LOGO" through "de graining". At the same time, it is promoting the technology and young stars as spokesmen, so as to remove the impression of the old style in the eyes of the people, and get closer to the young consumers with a more intimate impression.

Similarly, in the desalination of LOGO, there are GUCCI, Louis Vuitton and other brands. To this end, "reduce LOGO and move towards more cautious luxury" is the answer given by Pino, chairman of PPR group.

"The more fashionable the city is, the less people rely on the brand LOGO. People no longer need to use the brand to prove anything, nor do they want to carry mobile LOGO billboards all day. The weakening of LOGO can be said to be a fashionable step. " Fashion commentator Xia Xia said. At the same time, she also thinks, "now young people's consumption concept is different from before. Especially for those 80s, 90s and 00s who grew up in the LV and GUCCI LOGO, they think that LOGO is something that the previous generation likes, and they need more personalized things, which can include the classic brand, but not LOGO. The de LOGO of brands can also be seen as a response to these future consumer tastes, or an advance of brand. "

　　 Viewpoint: is "you" still "you"?

Zhou Ting, a luxury goods expert, once conducted a survey of luxury consumer reports in China. She found a very interesting phenomenon. In recent years, the fashion attitude of Chinese rich people is undergoing landmark changes: from LOGO full of LV to BV without LOGO, now it is tailored to make more and more money on single items, but LOGO is getting lighter.

Although this is only the beginning, it is enough to show that changes are taking place. And this change is reflected in daily life, is that we are surrounded by LOGO fashion products are less and less, and BV and so on do not emphasize LOGO brand, shop more and more, expanding faster and faster. Many old luxury goods are implementing "no LOGO" to a certain extent, it also shows that it is not important for a brand to provide LOGO. It is important to provide personalized, free expression, customized products and differentiated consumption experience products. This is the way out for the future.

Without LOGO becoming more and more intense, the test of brand is becoming more and more difficult. While "no LOGO" can remove visible LOGO, it also creates more LOGO belonging to the brand through design, style and so on. But there is another question: will LOGO be a legitimate coat for plagiarism? Will it confuse the fashion market? For example, the red bottom of Christian Louboutin and Yves Saint Laurent. shoes The dispute and the double G dispute between GUCCI and GUESS show two very different judgments. No LOGO will make the brand pay more attention to its own fashion logo, but how to protect it still takes time to study.