Playing a logo is risky and not all luxury goods follow

In contrast, in the past few years, due to the anti-corruption policy, Chinese consumers have avoided the wearable brand logo, but it seems that overnight, the hot trend of Logo is getting hotter and hotter. According to expert analysis, the attitude of consumers to wear Logo from avoidance to publicity reflects the maturity of fashion identification, which is an external manifestation of its aesthetic sensitivity. Many luxury brands are now responding to popular needs, such as Burberry and Celine to create new logos and logo designs, but there are also many brands that choose to look at the logo boom in other ways.

The risk of playing Logo

Jiaqi Luo, marketing strategist at East Media, said that simply adding logos to products would not attract consumers' favor. Many brands embrace street logo aesthetics and easily lead to aesthetic fatigue: “Consumers are very smart, they know which brand is true. It’s interesting, which brand is just trying to follow suit.” So for luxury brands, the risk is how much they can join the logo boom while making consumers feel right and wrong.

We see a variety of luxury brands approaching this trend in different ways: Balenciaga, Givenchy and Gucci are immediately leading the logo to create a strong street identity. At the same time, low-key brands like Bottega Veneta or Zegna still tend to keep their logos cautious. So which one will be more appealing to consumers?

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

The report pointed out that Gucci is full of controversy in the Z generation. Most female respondents recognize Gucci's ability to keep up with the times while maintaining their basic identity. But most male respondents believe that the brand has released too many styles, bringing a feeling of being too grand and gorgeous.

In contrast, the understated brand Bottega Veneta chose to be deeply rooted in its slogan “When your own initials are enough”, taking another way to communicate with young people, brand spokespersons. Recently, the brand selected Yi Qian Qian Qian as the first spokesperson in the Asia-Pacific region. Although the brand has not proved that the popularity of the star can bring commercial value, the incident has caused a lot of exposure and attention, and consumers have a new understanding of the identity of the brand. .

Remi Blanchard, a strategic planner for the Chinese luxury market, suggests that brand co-branding is another way to connect with young people without having to completely abandon the luxury style. "Luxury brands like Louis Vuitton will choose a diversified strategy to meet the needs of various consumers. For example, Louis Vuitton / Supreme cooperated to show the street style, while other LV product lines still use the original less unassuming logo. design.

Will the Logo boom disappear one day?

“As consumers learn to appreciate the logo, the luxury market has become more complex, and it seems that the logo trend should not disappear anytime soon,” explains planner Blanchard.

And from the above examples, it can be seen that luxury companies are very clear that the blindly follow-up Logo boom will not necessarily apply to their own brands. Ray Ju, a senior consultant at Labbrand in New York, said that the core task before the follow-up was to build a strong logo gene before the brand “street”.

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

"From a historical point of view, as long as the economic outlook is optimistic, the current Logo trend will remain unchanged. However, during the economic contraction, consumers tend to be less ostentatious and will choose a simple style." Ju replied. Therefore, the recent slowdown in economic growth may run counter to the booming logo trend. China’s second-quarter GDP in July this year increased by 6.7% year-on-year, but this is the weakest growth in the past two years.

Ju further suggested: “For luxury brands, innovation is more important than going beyond the logo and having a deep understanding of their brands and consumers, which will revitalize the brand and make it creative. No matter what trend is invincible."