Not All Luxuries Follow - It'S Risky To Play Logo.

In the past few years, due to the influence of anti-corruption policy, Chinese consumers were far away from wearing brand logo, but it seems that overnight, the Logo craze is becoming more and more popular.

According to expert analysis, consumers' attitude towards wearing Logo from evasion to publicity is reflected.

Maturity is an external manifestation of its aesthetic sensitivity.

Many luxury brands are also responding to popular demand, such as Burberry and Celine, which create new logo and logo designs, but there are also many.

Choose to look at logo upsurge in other ways.

Risk of playing Logo

Jiaqi Luo, a marketing strategist at East Media, said that simply adding logo to products would not attract consumers' favor. Many brands embrace the street logo aesthetics, which easily leads to aesthetic fatigue: "consumers are very smart, they know which brand is really interesting and which brand is just trying to follow suit." so, for luxury brands, the risk is how much they can join in the logo upsurge, and at the same time, it makes consumers feel real and affable.

We see all kinds of luxury brands approaching this trend in different ways: B alenciaga, Givenchy and Gucci immediately lead logo tide and create strong Street identity.

At the same time, low-key brands like Bottega Veneta or Zegna tend to keep their logo cautious.

So which one will be more appealing to consumers?

Agility Research&Strategy recently reported to wealthy Chinese Gen-Z consumers that most people prefer to stick to their DNA luxury brands because they can be loyal to themselves rather than blindly following the trend.

The report points out that Gucci is full of controversy in the Z generation.

Most of the female respondents recognize the ability of Gucci, which can keep pace with the times while maintaining their basic identity.

But most of the male respondents believe that the brand has released too many styles, bringing too much exaggeration and magnificence.

In contrast, the low-key brand Bottega Veneta is deeply rooted in its slogan.

The famous saying has taken another way to communicate with young people, brand spokesperson.

Brand selection recently

As the first spokesperson in the Asia Pacific region, though the brand has not yet been proved.

The popularity can bring commercial value, but the incident has caused a lot of exposure and concern, and consumers have a new understanding of brand identity.

Strategic planner of China's luxury market

It is suggested that brand alliance is another way to connect with young people without having to abandon the strategy of luxury.

Like Louis Vuitton, the brand will choose to adopt a diversified strategy to meet the needs of all kinds of consumers, such as

Cooperation shows.

And other product lines of LV still use the original design which is not too publicized by logo.

Will the Logo boom disappear one day?

"As consumers learn to appreciate labels, the luxury market becomes more complex. It seems that the trend of the logo should not disappear soon."

Strategist Blanchard explains.

And from the above examples, we can see that luxury companies are very clear about blindly following the trend of Logo.

R ay Ju, a senior consultant at Labbrand in New York, said that the core task before the wind was to build a strong logo gene before the brand "street".

However, the disappearance of this trend is related to China's macroeconomic trend.

"From a historical point of view, as long as the economic outlook is optimistic, the current Logo trend will remain unchanged. However, during the period of economic recession, consumers are less inclined to show off and choose a simple style."

Ju replied.

So the recent slowdown in economic growth may be contrary to the trend of booming logo. China's GDP value in the second quarter of July increased by 6.7% over the same period last year, but this is the weakest growth in the past two years.

Ju further gives advice: "for luxury brands, innovation is more important than Logo, and has an in-depth understanding of its brand and consumers, which will make the brand revitalize and make it more invincible, and in any trend is conducive to invincible."