Chanel, Bo Bailey And LV Join In The Logo Campaign.

< p > everyone says that a href= "http://fz.sjfzxm.com/" > logo < /a > (prominent brand logo design) is not working well, even in the Chinese market, more and more mature consumers are also away from the display of luxury goods full of logo.

In response to this phenomenon, what measures have been taken by the major brands? < /p >

< p > since the beginning of autumn and winter in 2011, Burberry, the pioneer of luxury "go logo" campaign, has downplayed the iconic pattern in the whole range of products. There are even rumors that Burberry has announced "to remove the logo pattern on nearly 80% of the products".

After three years, it is not known whether Burberry has fulfilled this "promise".

To be sure, most of Burberry's products today, logo, are really not conspicuous.

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< p > spring and summer 2013 Paris fashion week, LouisVuitton's creative director MarcJacobs "LouisVuitton's Monogram (interlacing letters) and DamierCanvas (square pattern) series will not appear on the T platform" declaration to make the luxury brand "go logo" campaign in white hot, and this is actually the new brand strategy of LVMH Group Chairman and CEO BernardArnault. The luxury market needs gradual pformation, and logo will no longer be the biggest selling point.

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< p > if Burberry and LouisVuitton are the forerunners of the "go logo" movement, then Gucci is the profiteer, the future or even the survivor.

G, which has been interlocked with dual logo for short, has rarely seen logo since last year's early autumn handbag. No logo products accounted for 70% in Japan, 40% in the emerging Asia Pacific market, and 55% in the world.

Gucci claims to have tasted the sweetness of "go logo", and sales of leather goods without logo are experiencing double-digit growth.

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PatriziodiMarco, President and CEO of P Gucci group, said in an interview that "the logo era is gone forever. The integrity and value of brands in today's and future brands must be depended on." this is also in line with the recent strategy of streamlining distribution channels and improving the quality of commodities.

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< p > > a href= "http://fz.sjfzxm.com/" > brand < /a > have joined the ranks of "go logo". Many people think that it is to minimize the impact of China's frugal movement on sales.

In fact, as long as the frugal movement began, luxury brands had begun to "go to logo" strategy, and the pformation of China's consumption environment was only a fuse.

The truth behind "going to logo" lies in the pformation of consumer psychology and motivation.

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"P," Harrods fashion beauty director MarigayMcKee, in an interview with the famous American fashion magazine "Women" sWearDaily, said: "from fashion industry to beauty industry, we can see the trend of anti antimass (public), anti artificial (antifaux) and anti show (antibling). Nowadays, customers are pursuing cultural heritage, connotation and embellishment in luxury goods".

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The strategy of "P logo" has also been supported by academia.

The results show that "top-spenders" is more willing to pay for products that are not marked "quiet" (source: Signalingstatuswithluxurygoods:theroleofbrandprominence.-YJHan, JCNunes, XDr Ze JournalofMarketing), and these "advanced consumers" are the real pillar of luxury brand sales growth.

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< p > in a public vote of sina micro-blog on "luxury goods without logo, you can't buy it", 55.4% of the users chose "no matter what to buy, luxury is not to show off logo", 25.5% of users choose "buy, no logo luxury goods lower price adjustment higher", and only 19.1% of users choose "no buy, no logo no one knows you are luxury."

Although the users who participate in voting do not necessarily coincide with the luxury consumer group, such a result also illustrates the problem to a certain extent.

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< p > the major brands have clearly understood the prospect of the consumption of luxury goods. With the media's high praise, "go to logo" is actually one of the moves. Chanel, Dior and Cartier have recently held exhibitions. The aim is to closely link the brand with "history" and "culture" and create a brand image of "sustainable development".

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