For years and years, brands relied on an essential strategy to give value to their products: the logo. Wearing a polo shirt with the Lacoste crocodile or a bag with the initials LV were synonymous with status, style, prestige: people paid to wear that logo clearly visible.Today’s youth, however, seem to give preference to garments without a logo and brands have to adapt to the new situation. Abercrombie was forced to do without its famous moose, Michael Kors has changed the design of its bags to include less “MK” (and there sales began to recover) and Gucci has also opted for less visible logos. Brands that remain faithful to the big logo see sales decline.And is that according to a report by Goldman Sachs, young consumers prefer number of mobile phones in canada without logos of any kind, and it is a trend that is on the rise. In addition, the prestigious badges have been moving towards the technology sector: buying the fashion mobile scores higher than buying luxury brand clothing. As a consequence, millennials are less and less willing to spend large amounts of money on fashion (while, in addition, more and more low-cost clothing brands are flourishing that offer current designs that even celebrities and jet setters wear).
The Morgan Stanley data, also reviewed by Business Insider, confirms this trend: while their parents derived the status of the brand names, young people prefer to spend their money on technology, food and vacations: simply paying more for a logo is not a of their priorities, and in addition functionality is increasingly prioritized over brand name.Are, therefore, young people less brand? At least, they are in a different way, rewarding those brands that they consider useful, especially valuing design and functionality, claiming the “bargains” and aspiring to products that are out of the ordinary. Of course, they are as willing as their predecessors to establish relationships of identification with brands, only that exclusivity, even being a rising value, comes to be understood in a different way.”Logo fatigue” as this new reality has already been named, can have many different causes, ranging from changes in purchasing Betting Email List to social changes themselves, where showing off the logo can even begin to be seen as something vulgar, but what there is no doubt is that it is a reality that brands that have traditionally relied on the power of their logo are already facing. The logo has gone from being an incentive to buy to become a detrimental factor for it.The no-logo is the latest trend in brand brandingThe answer to that fed up with the logo has been, consequently, the irruption of the non-logo . The brand is no longer represented solely by its logo and transmits its identity through the corporate image: color, patterns, shapes, textures, service, attitude …This non-logo trend makes design professionals focus on all aspects related to the brand, and thus, they build a much more durable and exportable history to other formats. Something that is not only happening in the fashion sector, but in many other industries.IMF Business School · Masters in Marketing and Digital Communication
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