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Luxury "Show Off" Disappeared Because Of "Go To Logo"?

2013/7/26 17:56:00 16

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when it comes to Louis Vuitton, your first reaction is the LV letter interlaced Monogram printing and the dark Damier Canvas square. However, Louis Vuitton is reducing the publicity of this style. Gucci, Coach, which once sold as a brand of logo printing, are also launching the "logo free" style to attract customers. "No logo" is becoming a symbol of "far away from showing off" and "good taste". Luxury consumers in China are no longer showing off. 
The era of Logo is gone forever? 
 March 2013, the Louis Vuitton show in Paris fashion week, people's eyes, in addition to concentrating on the supermodel idol Kate Moss, which is like a pajamas on the perspective skirt, and the Manifesto of creative director Marc Jacobs: "Louis Vuitton Monogram and Damier Damier series will not appear on the platform in the future." The luxury giant will increasingly downplay its trademark impact. 
 this change is the big boss behind Louis Vuitton, the new brand strategy of Bernard Arnault, chairman and CEO of LVMH group. Prior to this, Arnott has announced that Louis Vuitton will not open more stores in the future, but will focus on the introduction of more luxurious products, while at the same time, it will also reduce the frequency of intertwined letters in the brand. Although the products of Logo printing handbags currently account for 2/3 of all Louis Vuitton products, Louis Vuitton will reduce production year by year, and shift the focus to more high-end products featuring a target= _blank href= http://www.91se91.com/, leather less than /a. 
, so in June, we saw Fan Bingbing carrying some photos of Louis Vuitton Alma handbags without logo prints through an unofficial way. With the influence of the actress in Chinese people, such a handbag will become a new "it bag" active in a younger luxury consumer circle. It turns out that the Alma handbag is indeed the best seller this year in the Louis Vuitton product line. 
 Louis Vuitton is not the first luxury brand that has the intention to go to Logo. 2013 in the early autumn handbag series, the appearance of logo has not been seen for a long time. Slub bags are designed to be square. The bamboo knob has become the most conspicuous symbol. There are only a small line of "MADE IN ITALY" and a smaller retro font "Gucci". Burberry, which uses the eyed grid as the visual element, announces that the logo pattern should be removed on nearly 80% products, while Coach also announces the reduction of the proportion of the products of the Gucci, and has attracted the former design director of the company and won the best fashion accessory of the British Fashion Awards in 2006. Three years ago, Gucci began the production of "double G" Logo products, which has just been listed Gucci. 
Patrizio di Marco, CEO of P Gucci group, also admitted in an interview that the era of Logo is gone forever. He said that the purchasing behavior of consumers in the luxury market today and in the future is no longer dependent on Logo and trademark names. In today's and future brands, we must rely on integrity and value in order to break through. 
 these luxury brands with logo as the selling point "spanformation" in leather goods market is not a coincidence, but comes from the brutal "market data": the LVMH group of Louis Vuitton and the PPR group belonging to Gucci belong to the first quarter earnings report. These two most important luxury goods sales growth in China is all low single digit, on the contrary, Prada, Bottega Veneta and other logo not obvious brand growth is very high. 
Less than P, the eyes of the new rich class are more critical. Compared with the older generation of consumers who love Logo, they turn their attention to the low profile, uniqueness and high quality of the brand. 
 general analysis shows that the de brand of luxury brands has nothing to do with changes in China's consumption habits. "Logo" 
Less than P, luxury consumers in China are becoming "mature". A group of "more discernable" consumers grew up. Consumers known as the "two generation" have lived in Europe and the United States. They distinguish themselves from the "upstarts" who consume logo by learning from western fashion tastes, and teach their parents how to "consume more luxury goods". And the city's gold collar, concentrated in Beijing and Shanghai, also armed themselves with some "thoughtful" "connotations" and "smarter" brands. They are truly global luxury consumers. Their eyes are more critical. They have shifted from their previous passion for brand Logo to low-key, unique and high quality brands. 
 luxury brands realize that they can no longer simply and rudely sell their own logo, but need to peddle their "culture" and "history" in order to make the new generation of consumers loyal. Chanel has held many cultural exhibitions in China, turning its handbags and jackets into a "cultural symbol", talking about feminism, freedom and "low-key luxury" to win the favor of consumers. Prada has gained the recognition of knowledge rich by modern artistic and cultural criticism. Celine has won the gold collar women's favor with the minimalism and plain wear style. Those who do not seem to have logo's "sense of design" have caused panic buying. "Taste" has become a new selling point for luxury brands. 
 the new rich class is choosing brands carefully, so that they can distinguish themselves from "public interest". Once in the domestic fake market, Louis Vuitton's Speedy handbag series and Chanel's CF flip bag were eliminated by the new generation of luxury consumers, and Maison, Martin Magiela, Alexander Wang, Celine, Alexander, CF and so on were highly respected by them. 
Less than P and Rick Owens, such a cool pioneer designer, also has a loyal user in China. Joyce, I.T and other buyer's applications to Rick Owens are increasing year by year. The By of Shanghai Xintiandi has become one of the largest buyers of the world's orders. This prompted the punk punk to come to China in person. According to a retail industry, a number of niche design brands sit together to calculate the inventory order applications from China, and calculate that 6 or 70 stores in the mainland are or are looking forward to selling vanguard shops. This international market belongs to the market of small or even small audiences. In today's China, it has won a big cake. 
 "show off" because of "go to logo" and disappear? 
 if from a romantic point of view, choosing designer brand and selecting niche luxury goods is because the designer's unique personality attracts a unique consumer group, forming a small ecological chain based on understanding and appreciation, but in fact, it is not the case in China. 
 the VIP customer list of Yin Jiasheng, the owner of Tips shop in Shanghai, is mostly stars and rich two generations. According to him, there is already an advanced version of the way to dress and show off, and the avant-garde design is one of them: "I don't think they are interested in the culture of these brands. Brand niche does not matter, their mainstream brands still buy. In a circle of rich people, if friends wear these, they must catch up with the trend. Of course, there are more and more customers who want to know more about brands, "he added." but that's also because this is a hot topic at the moment. 
Wang Jian, By of P, another buyer, speaks more directly: "those fashion editors and pioneer fans often have no spending power, or they only focus on the one or two top brands, trying to spend their money on the knife edge. I only want to do the business of top customers. They may charge up to about ten million a year, buying Louis Vuitton and Chanel, and buying things from our home. They don't care about the avant-garde concept at all. You tell them that they are good goods, and they feel they are wearing something different, so they buy it immediately. 
Less than P, luxury goods came to China at the beginning, most of them showed off with the luxury of capitalism. "Going to logo" is just a trend of regression and "aesthetic fatigue". In the past 20 years, we need "double G" and "Monogram" to highlight "I have money" and "I have a famous brand". The trend pioneers need another tool to display their identity. At this time, they tend to choose some "understanding in a small circle", those so-called "logo brand". 
How many Chinese consumers can understand their "Deconstruction" and "profile"? Maison Martin Margie and Celine are popular brands in the media. For them, these designs are not "no logo", they only turn into "four pins" and "embarrassing face bags". They only arm themselves in new ways, which is similar to the famous brand that bought 20 logo years ago. Although they did not buy those big logo, they still hoped that the luxury goods they could buy could be identified. This "recognition" was not from passers-by, but from their hierarchical identification.