Consumers Are Tired Of LOGO Luxury Goods In Trouble.

Some consumers are disgusted with logo and experience either logo or not.

Social media is reducing our sensitivity to new things, because we will see the same product repeatedly.

And when the product really arrives at the store, the customer is not interested in it.

The picture shows a customer waiting at the window of LV shop window.

On a sunny morning in May, Carron Ryan walked on the high-end retail street in New York's Fifth Avenue, stopping at the window of Carron Ryan department store, enjoying the diamond necklace of Van Cleef & Arpels.

Across the street was Louis Weedon's flagship store, but she turned a blind eye to these knapsack bags full of designer logo.

Ryan said: "these seem a bit worthless, preferably better."

Ryan likes to keep a low profile, and like other consumers, it prefers products without logo.

Experts say more and more consumers prefer unique products rather than well-known brands like Louis Weedon, Gucci and Prada.

This change is mainly to adapt to the current high-end fashion representative personal taste and personality environment.

But experts argue that the political debate about income inequality has also partly led to more cautious purchases of luxury goods. Large buyers are worried that too many famous brand wallets over thousands of dollars will give people the impression that they are vulgar.

Sarah Quinlan, director of consumer insight research at MasterCard Advisors, said: "we have clearly observed that people are unwilling to show their wealth."

This mentality has set up a challenge for the luxury giant.

From New York to Shanghai, the average price of Louis Weedon, Gucci and Prada is $5500 a handbag and $695 a scarf has become a symbol of personal status, and the brand itself has become a symbol of global wealth.

But today, luxury consumers are clearly not aware of such a show of wealth, especially for famous brands that are well-known for their aggressive expansion in the emerging markets and small cities in the United States and Europe.

"CEO Johann Rupert" is the owner of Cartire and other large luxury brands. He said at a business conference last week: "this is really something that I can't sleep at night.

The rich are no longer willing to show off.

Today, high-end consumers will spend 1800 dollars on a pair of high-heeled shoes, but they hope this pair of shoes will be the most versatile and conservative style at the moment. They will not go out of fashion with the trend of Instagram, blog and T show.

This is a very difficult hurdle for many luxury retailers.

In 2014, Gucci was affected by exchange rate fluctuations and other factors. Turnover fell by 1.1%. Prada's turnover last year also declined by 1.5%, and it said it would reduce the expansion of stores.

For LVMH group, sales of fashion and leather products, which Louis Weedon once once won, has slowed down.

According to Euromonitor data, despite the steady growth of the entire luxury market after the recession, the hard times of these famous brands have arrived.

Last year, as accessories for the sale of handbags, accessories became one of the fastest growing categories, according to Bain & Co, a consultancy.

"People are really more concerned about low-key luxury now," said June Haynes, a former luxury goods retail consultant and top brand Valentino executive.

With the gradual recovery of the US economy from the recession, high income consumers have basically increased their wealth, but the middle and low income consumers have not.

"I think consumers are beginning to pay attention to the changes in their income and other people's income. They start to feel guilty about buying brand-name products with logo," says Charles Lawry, assistant professor of luxury market research at Pace University.

This means they do not want to brag about the goods they buy. "

As the main source of growth power for luxury companies over the years, China has recently imposed many restrictions on the purchasing power of luxury goods as a result of combating corruption and slowing the overall economy.

But experts say another change is taking place: emerging wealthy Chinese consumers are no longer keen on Louis Weedon's suitcase or Gucci sunglasses.

This is a symbolic change in taste.

"It takes us 20 to 30 years for us consumers, but for Chinese consumers, it took two or three years," said Olivier Abtan, global director of luxury consultants in Boston.

At the same time, a large number of niche brands such as Zadig & Voltaire, Sandro and Rag & Bone have brought new competition to the luxury industry.

These brand jackets have an average price of 895 dollars, and ankle boots 525 dollars a pair, which is more cost-effective than other super luxury brands.

They are still expensive, but they are attractive enough to purchase wealthy consumers who want to make products that are distinctive and exquisite.

In addition, customers interact frequently with luxury brands through Instagram, Pinterest and other online channels. Inevitably, they will make brand products quickly go out of necessity.

Aba Kwawu, head of TAA public relations, said: "

It is reducing our sensitivity to new things, because we will see the same product repeatedly.

And when the product really arrives at the store, the customer is not interested in it.

The struggling luxury brands are busy adapting to the new situation.

Louis Weedon hired designer Nicolas Ghesquiere as the new creative director, and Nicolas is widely regarded as one of the leading innovators in the fashion industry.

When he first appeared for the first design of the brand last year, Ghesquiere did not leave logo, but he interpreted it in another way: he used the logo interactive pattern in a nineteenth Century archive of a brand store as a handbag decoration.

But the power of innovation has not yet turned into the main selling force.

Gucci has also taken a positive approach.

Last December, the brand hired Alessandro Michele, the new creative director.

It also introduced limited new products, reduced shop opening and reduced.

Use.

Under the leadership of Gucci CEO Marco Bizzarri, Gucci's parent company CEO Francois-Henri Pinault said, "we are working to give our products more modern identity."

The executive said this does not mean abandoning their famous GG logo entirely, but will seek new ways to interpret it, especially in high priced goods.

But earlier this year, in an interview with Bizzarri in the industry media "women's Wear Daily", he expressed anger at customers' refusal to buy products with signature logo.

Bizzarri said, "you have invested a logo for so many years, and then shame on the logo becoming a trend.

You say, "I like exquisite goods.

I don't need to bring logo products? "This is obviously not exquisite.

For some smaller but unanimous brands, there is no strong sense of the dilemma faced by these luxury brands.

Gucci's sister brand, Saint Laurent, has surged 27% last year.

Prada's luxury brand Miu Miu rose 4% last year.

Experts say this may be because these smaller brands do better in maintaining their unique personality.

New York University

Thomai Serdari, a marketing professor, said: "these brands are really controlling supply relationships, so they can manipulate the market and consumers' desire for goods."

Bottega Veneta, the luxury brand of Kai Yun group, has been in a healthy growth position recently.

Experts point out that this is one of the best cases of high-end luxury brands being underestimated.

In fact, that's why Petra Callahan said she liked the brand.

Callahan, a resident lawyer in San Francisco, visited the Bottega store in Fifth Avenue with her mother and bought a handbag worth 2470 dollars. But she said, "this is not a show."

Although Louis Weedon, Gucci and Prada are trying their best to promote sales, the challenge they face is not simply grabbing the market from other retailers.

Experts say high-end consumers increasingly want their money to turn into a good experience, such as a luxury island holiday trip or a luxurious dinner in a Michelin star restaurant, not just a product.

Against this background, Louis Weedon has built Rodeo Drive as a comfortable place for important customers. Customers can enjoy the sunshine and champagne on the roof.

Gucci also has similar space in Losangeles, and Prada experience store is located in Las Vegas.