Women's Wear Brand MO&Co. Changed Logo To Change The Original Serif Fonts Into Rough Italics.

Recently, the domestic women's clothing brand MO&Co. has replaced the brand Logo in the newly launched eighth generation shop image. It changed the original serif fonts into rough italics, highlighting the trend of younger age, while Beijing Sanlitun Taigu Li shop has been the first to update the latest store image. 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. MO&Co. took the lead in replacing Logo, opening up a new process of image iteration of domestic clothing brand (thematic reading), 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.

Nowadays, more and more young consumers are beginning to lose their freshness to oversaturated fashion brands, and the era of selling products by simple packaging has ended. 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.