MO&Co. Change Logo To Start A New Brand Upgrade

Since the 2016 round of collective upgrading, the pace of upgrading domestic brand image has not stopped.

According to the fashion business news, the domestic women's clothing brand MO&Co. has replaced the brand Logo in the latest eighth generation store image, changing the original serif fonts into rough italics, highlighting the trend of younger age, while the Taigi Li store in Sanlitun, Beijing has been the first to update the latest store image.

It is noteworthy that MO&Co. has welcomed the brand establishment 15th anniversary this year. The latest shop window is printed with the words "15th Anniversary with Coolness of MO&Co.". Over the past 15 years, MO&Co. has established a cool Coolness style in China, and has become one of the most successful women's clothing brands in China. The replacement of Logo and store image or MO&Co. marks a new round of brand upgrading to adapt to the changing market environment.

MO&Co. parent company EPO group also includes high-end women's clothing Edition, children's wear little MO&Co., Menswear Common Gender and make-up brand REC. The Group expects that its brand will cover 80 countries and regions by the end of 2022, and the total revenue will reach RMB 15 billion yuan.

At the moment, brand Logo has become a symbol of brand value, as well as second labels for consumers' identity and taste. Global fashion brands will replace Logo as an important step in image iteration.

Last August, Burberry released the new Logo and ThomasBurberry prints jointly designed by creative director Riccardo Tisci and graphic designer Peter Saville. The printing has become the second mark of brand identity and has become the focus of brand marketing in recent years.

In January of this year, Zara released the 2019 spring summer series and adopted a new Logo, the second time since the establishment of the brand Logo. Although Zara preserves the original Serif serif fonts, the letters become more slender and compact. This is seen as a move by Zara to reverse the crisis of brand performance, and also a signal for the brand to transform to a more high-end market.

A week ago, the Gucci WeChat public number and the official account headings of micro-blog also suddenly changed the new pattern. The two G changed from the front front to the same direction. The font also changed from the serif font of 2015 to a more polished bold, which has a high degree of agreement with the brand new font Logo, which has aroused the concern of the industry and consumers. The move also has a very important symbolic significance in the key nodes where Gucci is facing slower growth.

In addition, luxury brands including Calvin Klein, Rimowa and Berluti have changed Logo in the past two years and have launched a new chapter in brand development. Among the luxury brands in China, Lufu jewelry also changed the new Logo at the end of last year. The new Logo font uses arc strokes and turns the color from the original crimson to a more fashionable and soft red bean color, which is closer to the younger generation's taste for the "bean paste". The brand also updates the image of the red bean color shop in the store in Hongkong.

The MO&Co. took the lead in replacing Logo, opening up a new process of domestic brand image iteration, and revealing the potential of domestic clothing brand to further integrate with the global fashion trend. When luxury fashion brands encounter bottlenecks in the European and American markets, domestic clothing brands with innovative ability and strong productivity have begun to usher in new opportunities to take the opportunity to rise.

Since last year, the brand including Taiping bird and Lining appeared for the first time in New York fashion week. It is regarded as an important opportunity for the upgrading of the domestic clothing brand image. Considered to be the most successful representative of the younger transformation, the brand Pacific bird went to New York fashion week twice to try to integrate into the international fashion context. In the process, Taiping bird began to further identify and identify the brand identity. It reflects the mentality of young Chinese people through the brand image: nostalgia, relaxation, curiosity about Chinese products and global culture.

Lining has also become a beneficiary of the trend of the country and the upgrading of brand image. According to fashion business express, Lining's stock price has risen more than 20% since its two degree show in Paris in June 22nd, and its market value has increased by 7 billion 400 million to HK $42 billion 900 million. A week ago, Li Ningxiu announced the profit in the first half of this fiscal year. It is estimated that in the 6 months to June 30th, the net profit of the group will increase by 269 million yuan or less than 440 million yuan in the same period last year, and the business profits will continue to grow 90%.

Although MO&Co. did not play overseas shows, it has already begun to test the international market actively. According to JingDaily, in September last year, MO&Co. suddenly appeared alongside the French retailers such as Sandro, The Kooples and Maje in the South Morton pedestrian street in the shopping center of London. JingDaily quoted Eleftherios Dimitriou, manager of the MO&Co. flagship store, as saying that although the brand is in its infancy in Europe, many London consumers have made positive comments on the brand.

It is reported that EPO group also launched Innovation Center, a creative talent project last year, to enhance the close interaction between the brand and global creative talents.

It is worth noting that the rise of domestic apparel brands in 90s has entered a mature stage. The clothing business is built on the interests of consumers, and consumers are happy and old. "Red but five years" has become the industry's iron rule. The introduction of new brands is regarded as another solution to continuous manufacturing of freshness.

Over the past year, Jiangnan Buyi group has launched four new brands. At present, the group's JNBY, high-end women's wear less, men's wear designer brand sketches, children's wear JNBY by JNBY, teenage dress horse, home JNBYHOME also include the new men's wear designer brand A PERSONAL NOTE 73, last year's new men's SAMO, REVERB and collection shop SAMO, the brand matrix has expanded to 10 brands.

The group's home brand JNBYHOME even set foot in the hotel industry, and worked with the Youth Travel Culture Hotel, "tile wat house". At the end of the year, the hotel was built in Hangzhou, which is located in Jiangnan Buyi headquarter. The soft clothes and articles in the theme rooms are designed and provided by JNBYHOME, and customers can be bought on the spot.

ZUCZUG, which is also started by designer brand, is also developing into "platform" and multi format. Currently, besides the fashion brand ZUCZUG, it also includes personal designer brand WHM, environmental protection brand Klee Klee, sports brand An Ko Rau, bag accessory brand extra one, in addition, it also promotes buyer shop inthePARK and brand name.

More and more young consumers are beginning to lose their freshness in oversaturated fashion brands, and the era of selling products by simple packaging is over. Therefore, both luxury brands and mid-range brands must become clearer, sharper and more recognizable in order to remain attractive. For the time being, there is no shortcut for domestic clothing brands to avoid homogenization except for "brand sharpening" and image upgrading. Author: Lexi Wang