How Will The Post LOGO Luxury Era Develop?

< p > more than a year ago, a travel girlfriend returned home and asked why "Louis Vuitton in China is different from the goods in France". No accident, she refers to a large number of products that are full of LOGO.

At that time, it could neither accuse the brand nor anger the buyer.

In those years, because the people who got rich before us were in a state of eager recognition, their money needed to be spent.

At least, it looks like it is.

At the same time, when fashion education in China is just in the initial stage, it is not realistic for the public to understand the so-called "low-key luxury".

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Not long ago, P went to an event in Yintai and looked up to see a man's GUCCI men's handbag advertisement. Then he said to my colleague friend, "this bag is good."

The friend replied lightly, "okay...

"I thought about it. It was probably the handbag that looked bright and square, and there was no LOGO at all. It moved me in three moments.

Think of it before you saw it on the Internet. Gucci CEO Patrizio di Marco mentioned in the interview of Bloomberg that the era of big Logo has gone out of sight.

It seems that there is no fresh attraction for LOGO products after LOGO's visual fatigue.

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"P" is unique. Recently, the latest earnings report on the most classic LOGO product Louis Vuitton also shows that sales growth has slowed down significantly.

The growth of this digit is obviously difficult to get rid of by Chinese consumers who are no longer the first choice for LOGO products.

From the envy of the old flowers to the interesting LOGO era of cross-border cooperation with Haruki long [micro-blog], although the brilliance of Louis Vuitton has indeed created a long period of limelight without two, we can clearly see that the LOGO products are becoming more and more diluted in the latest LV advertisements in the LOGO.

More attention to commodity design is indeed the trend of the moment.

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Nowadays, the upstart class of P has shifted from "brand name" to "self praise".

A psychological demand that pushes itself to its high position.

These new upstarts advocate branding. They like to buy obscure leather goods, wear fashionable clothes, and wear custom made jewelry.

All goods serve people and their aesthetic taste.

Just like a chat with a luxury leather brand manager who first entered China, he mentioned: "we have the most exquisite craftsmanship, the most treasured material, the relatively superior price and the most important thing at the moment: we don't have big LOGO...

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In the era of luxury after the influx of foreign electricity providers and buyers' shops, consumers' pleasures are "good looking from the handbag. I also want to buy them." upgraded to "this handbag is really nice. Where did I buy it?" the so-called "upstart" and the fashion industry even divide the circles with relative niche aesthetics. "P"

Therefore, we are less and less aware of the old flower. It has been replaced by ALMA, and we have seen fewer and fewer Hermes's H belt buckles, or the H has been integrated into the secret place of the scarf. Only the fellow talents will smile at it.

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< p > however, in the era of luxury without LOGO, it may be the beginning of brand and ultimate challenge to design.

Since the crazy vanity consumers have been greatly replaced by mature consumers, what really needs to be concerned is the lack of LOGO's big name, how to design people's hearts, what details can be properly identified and identified.

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