Luxury Brands To "Logo" Consumer Market Gradually Mature

With the advent of the European discount season, there has been a surge in WeChat's circle of friends. Luxury goods Although the discount season has ended, the daily purchasing information is still on the screen. When browsing these information, we can find that the price difference between different brands of the same brand and the same material is very large.

As a friend of purchasing agency, this is because the discount rate of new and old models is different, but the difference is particularly large this year. The new discount is not enough, but it is more popular than the old one with favorable price. A closer look at the pictures of these products reveals an interesting phenomenon. The old ones are full of logo, such as "double G" and "double F". They show their identity in an extremely straight way, while the new ones take the "low-key line", replacing the vulgar logo with avant-garde designs or some economical and generous designs.

This phenomenon is reminiscent of the news released by Louis Vuitton of Paris fashion week this year. Louis Vuitton The Monogram and Damier Canvas series will not appear on the T platform in the future. One stone stirred up thousands of waves, which implies the brand new strategy of LVMH group, which indicates that this luxury magnate will play a more and more role in weakening its trademark and not selling its logo cheap and rudely.

Roughly the same as Louis Vuitton, Burberry, with its prominent grid as visual element, announced that the logo pattern should be removed on nearly 80% of the products. Including Coach, the brand transformation of the luxury brand that once sold as a selling point in the leather goods market is a helpless move after the loss of the market share of the logo. Louis Vuitton's LVMH group and Gucci belong to the PPR group's first quarter earnings report shows that these two most important luxury goods sales growth in China is low single digit, on the contrary, Prada, Bottega Veneta and other logo not obvious brand growth is very high. All these show the changes of domestic consumption trends and show the arrival of the "logo" consumption era.

One of the biggest contributor to the era of "logo" is the gradual maturity of domestic luxury consumers. The consumer group of rational consumption thinking is growing. Compared with the consumers who compete and show off, they are more willing to consume themselves and consume more. Logo The "nouveau riche" is distinguished from each other to show its unique aesthetic taste.

The attributes of luxury goods determine that initial buyers often have strong conspicuous demands. When the public is already familiar with these brands, the trend pioneers and the new rich need another tool to display their identity. At this time, they tend to choose some niche luxury goods. Nowadays, most luxury consumers have shifted their passion for brand Logo to focus on low profile, unique and high quality brands.

It seems that consumers in the future luxury market will no longer pay more attention to Logo and trademarks. In the moment, if the brand wants to break through and occupy the market high ground, it may only rely on the cultural idea of spreading the brand, or to attract consumers' favor by other ways of showing the uniqueness of the brand.