No Logo And No Branding In South Korea

Apart from economic factors, the Korean fashion market is becoming more and more mature.

De LOGO is becoming a brand development strategy.

According to the fashion search volume of Google in 2014, the most fashionable keyword is Normcore.

This derived from English normal (normal) and hardcore (hard core) derived vocabulary, contradictory to describe the original is not so "normal" fashion world.

And the real interpretation of Normcore in the fashion field should be: "deliberately wearing a monotonous, featureless" as the keynote, while reducing the brand identification, let your clothes wear in a state of being ordinary and free.

But looking at it, those bags that are full of brand LOGO letters still occupy a large proportion in the market.

"From the present, the more fashionable the city is, the weaker the brand LOGO is, because there is no need to use the brand to prove anything, and do not want to wear the brand LOGO to make mobile billboards all day.

But there are only a few cities that are truly fashionable and mature.

A fashion commentator said.

A fashion expert said that the trend of no logo is actually a discussion about identity.

Fashion is fleeting and style is forever.

Similarly, the fashionable market is changing rapidly. "No logo, no brand" has formed an upsurge in Korea.

Considering the fairly stringent social environment and high level of integration in South Korea, the popularity of brand free and logo free products is definitely worth the attention of the industry.

Luxury brands have been trying to please Korean consumers. This year's Chanel early spring holiday series will be released in Seoul, South Korea in May 4th.

Even so, it is clear that Korean consumers are still avoiding logo products, and they prefer plain casual clothes with a sense of design.

Young Korean consumers prefer sportswear or a distinctive Normcore style.

They include sportswear, sports pants, loose or tight jeans, sports shoes, baseball jackets, wool coats, limouses and large open handbags.

Here, there is nothing in the slightest retro style.

Korean consumers like neat fabrics and tailoring. They are the best color. They create a nearly perfect fashion trend with a sense of future.

Retailers are also actively working in this environment, such as Gap, H&M, Zara and local brands 8 Seconds, Beanpole, Mixxo and A-land.

The Koreans even named this fashion trend without logo.

Korean Nono 's is the abbreviation of "no logo, no brand". It shows that most Korean consumers pay more attention to brand design and real value than brand loyalty, self-expression and identity symbol.

"Korea's fashion industry is greatly influenced by western culture and fashion," said Song Caiyan Song, founder of Styleshare, one of Korea's largest online fashion communities. "In Korea, there are external trends and stronger local trends. Everyone is doing more or less in practice." (Chae-yeon)

The most recent trend is the absence of logo and Normcore winds.

According to a fashion expert, the trend of non logo is actually a discussion of identity.

"The trend of Korea's fashion is changing rapidly," said 8 Seconds representative, one of Korea's leading fast fashion brands. "Recently, the younger generation of Korea thinks fashion is an individualistic way of expressing individuality.

They don't want to reveal logo or brand. "

Wu Xiumin Su-min Oh, director of fashion research group at Cheil Industries, points out that logo and identity symbols are definitely not popular than before, and brand loyalty is decreasing.

People nowadays are not only looking at brand names, but they are more concerned about design and style.

According to the Korean Chamber of Commerce, South Korea's retail sales this year are expected to reach 276 trillion won, equivalent to 251 billion 370 million US dollars, an increase of 2.4%.

The growth rate of sales in 2014 is similar, and the figure is 2.2% higher than that in 2013.

"The projected growth in sales this year is relatively small, mainly due to a slowdown in the global economy and a decrease in consumer desire."

KCCI said.

In February this year, the Ministry of Finance said that the largest department store in the country was estimated to be 8.7% lower in January this year than in the same period last year.

And the department store sales are basically LOGO famous brands.

The Ministry of Finance blamed the decline in sales on the reasons why the consumption of Chinese Lunar New Year holidays is not good enough.

Hong Huizhen Hye-jin Hong, a contemporary fashion studio designer, said that the economic hardship period may also be one of the gravitational forces that cause no logo trend in Studio K.

"Just like most parts of the world, because of economic instability, people will be dressed simply, without too much fashion oriented clothing for several years.

They want to minimize consumption and maximize the wearability of clothing. "

She said.

Experts pointed out that the younger generation of Korea is more inclined to buy "cost-effective" products.

Analysts from Samsung design network say Korean consumers want more than just identities. They are looking for a completely different set of personalized products and shopping experiences.

"Nowadays, people's interests have been expanded.

(such as iPhone), lifestyle (such as health,

And retro, "Wu Xiumin said.

"They are not only interested in fashion," he said.

And the market has already realized this.

Just a few years ago, the luxury handbags of Monogram printing were everywhere. Their nicknames were "second-hand bags" because you would see women everywhere carrying the same bags.

And now it has changed quietly.

Without the logo trend, Korean brands such as Couronne and 8 Seconds will not focus on products.

It is product development and design.

"When we think of Burberry, we think of a landmark military waterproof coat. When we think of UNIQLO, we think of the Heattech series," said Miss Wu.

Korean brands are also following this line of thinking.

For example, the "Wonder series" which is popularized by 8 Seconds (the main underwear for air permeability and isolation).

"

Studio K designer Miss hung also agrees that Korean consumers are becoming more and more critical.

"Over the past ten years, people have become more and more rational.

Not only do they care about a name, they are choosing a lifestyle, cost and many other things that belong to them, "she said.

"We are sure that Korean consumers are more mature now."

An industry insider who ran luxury brands for many years said that researchers had classified LV trademarks from concealment to prominence into 7 levels: the 1 level is the most concealed and the 7 is the most prominent.

The results showed that the trademark prominence of LV increased by 1 grades and the price dropped by 43.9 US dollars.

Among the luxury brands, the more expensive series or single products, the more hidden the trademark.

Like LV, fashion brands such as Gucci and Burberry have joined the "de LOGO" campaign, but there are worries about happiness. In the "go logo" campaign, Celine's market feedback is not satisfactory. "Celine has introduced many pink series of swing packages and flip packets, but at present, sales are far less than smiling faces."

People in related fashion industry say.