why bag designers are losing the logo
An anti-branding trend is on the rise.
Many customers are opting for luxury handbags with little or no visible branding. Statistics reveal that one third of the handbags bought in America in 2015- 2016 did not have a visible logo, according to data from an information gathering firm -The NPD Group. The UK is no doubt going a similar way.
The anti-branding phenomenon has gained the most traction with consumers of all ages and people above the age of 50 and generation Z have also adopted this trend.
American Luxury brands like Céline, as well as Giorgio Armani and Hermes amongst others, have been among the pioneers of this trend in America.
Many brands have such discreet branding that only those in-the-know would know about it. This according to us is a great way to go about premium bags branding. To stay current, designers will have to embrace branding in the more expansive sense, finding new ways to establish identity and making customers recognizing their brands.
Without a lot of branding, designers can save on the the costing of the bags too and hence it may make economic sense too for some of the brands targeting a professional woman.
What Do you think… is the logo dead?