Without Logo, The Big Brand Products Will Become "Good-Looking".

< p > the luxury goods brand that once advocated "seeing logo in 50 meters" has completely broken the military rule this season.

A few days ago, Gucci released the early autumn handbag series. There was no visible "double G" logo on the new bamboo bag, and Gucci CEO admitted in an interview with Bloomberg Television: "the logo era is gone."

Big names such as Hermes, Fendi and Celine launched the "no logo" series in the spring and summer new year this year. In the past quarter, the sales of big names increased by 20% compared with the same period last year, while others did not improve.

In the face of the reality of "slower growth", the big brands collectively "go to logo" on the most profitable handbag products. They want to convey a lot of messages - removing logo means that the "showing off mentality" of luxury goods has gradually changed.

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< p > < strong > without logo, the big brand products become "good looking". < /strong > /p >

< p > "Fendi this season's bag is fresh and fresh, much better than before."

Grace wandered around the luxury stores in the department store a few days ago, and found that many of the big brands of this season became "pretty".

In fact, the secret of changing "good-looking" is that many famous brands have removed the proud logo.

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< p > this season, Fendi counters have a lot of all leather handbags. The design is very simple, and logo is almost not found in handbags. Previously, Fendi bags gave people the impression that "canvas material is large logo".

The price of the new handbag is between 12000 yuan and 24000 yuan, which is higher than that of the canvas material.

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< p > except Fendi, Gucci has not seen logo's appearance in the newly released early autumn handbag series. The slub bag is designed to be square. The bamboo knob has become the most conspicuous symbol, and there are only a small line of "MADE IN ITALY" and a smaller retro font Gucci.

Celine also did not see the "smiling face" in the new cattle bag, the simple flip flask lock design, no brand logo appeared.

Hermes new "horse head" bracelet, also can not see logo.

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"P > of course, there are brands still adhere to the" 50 meters see logo "principle, LV in the new season, still pushing the classic logo series handbags, but the industry revealed that LV is about to launch logo free handbag Alma class, and even exposed the handbag advertising publicity photos.

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< p > < strong > without logo, the performance of the big players is different. < /strong > /p >

< p > there is a joke in the industry that "the value of big bag 90% is on logo". Now, can you sell better without the big names of logo? < /p >

< p > "after Fendi removed logo, sales in this quarter increased significantly, rising by more than 20% over the same period."

A person in charge of a department store in Hangzhou said.

It is reported that the sales of Fendi handbag products occupy more than 50% of the whole counter, which is the most profitable category in the shop.

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< p > it is reported that Gucci Group's parent company Kering (the world's third largest luxury group, the original PPR group) reported in the first quarter that Gucci's income in the first quarter increased by 4% compared with the previous year, while sales in the direct store increased by 6%.

Among them, Gucci leather goods category benefited from the launch of new products, without logo leather goods sales double digit growth.

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< p > there is sorrow when there is joy.

In the "go logo" campaign, Celine's market feedback is not satisfactory. "Celine this season has pushed many pink series of swing packages and flip packets, but at present, sales are not as good as smiling faces."

Department store responsible person said.

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< p > in addition, the LV fashion leather Department receivable growth rate in the first quarter of this year was 3%, the lowest in nearly three years. As the most profitable sector in LVMH, this performance is not satisfactory.

In May this year, Huatong Ming released the world's most valuable brand 100 list, which showed that the value of LV brand decreased by 12% in one year.

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< p > < strong > without logo, it is more in line with the change of consumption mentality < /strong > /p >

Before P, Gucci CEO admitted in an interview with Bloomberg Television: "the logo era is gone."

This also represents the direction of future development of big brands. Luxury brands do not change their product design strategies so that they can "make up their minds", partly from internal sales pressure, and from the consumption mentality of external customers.

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< p > "in the past, luxury products covered with logo were often used as gifts." now the anti-corruption efforts are increasing, the gift giving crowd is shrinking, and people's demand for logo products is also decreasing.

Analysis of the industry.

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< p > in addition, the counterfeit goods market in China has been copied most frequently, including LV's Speedy handbag series, Chanel's flip bag, etc. these classic brand logo brands are very obvious, and to some extent, it also weakens the brand value image of genuine handbags.

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< p > in addition, influenced by the external economic environment, the sales growth of luxury brands in China has been slowing down for the past two years. The brands such as Gucci and Chanel have suspended plans to open new stores, instead of putting their energies back into store image and product design.

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"P >" in fact, the most fundamental reason is that the concept of luxury consumer groups in China is beginning to change, and the consumer psychology that relies on big logo has begun to fade, and more buyers want to use luxury goods more low-key. "

Analysis of the industry.

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