Home > art, economy, social, trends > Luxury brand image remix. Because visible logos and strong images are a problem now

Luxury brand image remix. Because visible logos and strong images are a problem now

In past years the fashion houses like Louis Vuitton, Gucci and Prada have been very successful thanks to their purses and handbags: all with large and recognizable logos, often repeated several times. More and more customers in recent times, however, are choosing purses and handbags than those sold by classic Louis Vuitton, Gucci and Prada: they are spreading more and more bags of low-profile, no logo, designed for customers who are looking for something sophisticated, difficult to find, and not, as before, clearly recognizable and identifiable.

High fashion is facing a historic moment in which you are claiming the personal taste and individuality, at the expense of conformism. But experts say that the inclination towards luxury products more discreet is also motivated by other reasons: more and more people find it inappropriate and tacky use bags with their logos also flaunt their value, usually more than one imagesthousand euro . “It is clear that in cases like this people do not want to show off their wealth so striking,” said Sarah Quinlan, who deals with marketing for MasterCard Advisors and analyzes the patterns and dynamics of consumer purchasing.

This new approach to shopping has created problems for some large groups of high fashion: Louis Vuitton, Gucci and Prada have established themselves because their bags by 5 thousand euro and their silk scarves from 600 euro will manage to impose as icons global wealth. But those who buy high fashion garments not more so explicit signs of wealth: not looking, above all, those leaders decorated with logos made famous fashion houses, which opened shop in emerging markets and small cities in the United States.

The richest people do not want to show it.

Nowadays customers of high fashion shops are still willing to pay 1,500 Euros for a pair of shoes with heels: they want but those shoes are rare and original, especially in an era when Instagram, fashion blogs and parades stream make every new fad fast and global. Many fashion houses have become all too popular and have suffered the consequences. Sales of Gucci products fell by 1.1 percent in 2014. Sales fell 1.5 percent Prada and Prada said it will reduce its expansion plans, which included the opening of new stores . Even at LVMH – the international holding company that controls Louis Vuitton – he has seen a slowdown in sales of fashion products.brands_map_lvmh

The missteps of Gucci, Prada and Louis Vuitton are in contrast to the luxury market, which by the end of the recession is growing again with regularity,

Today luxury should be veiled, attenuated

Since the US economy has recovered from the recession, the consumer wealth Upper Class has increased, which has not happened for consumers with average or low income. Consumers have been noticed and began to feel guilty buying products that fewer and fewer people can afford. They do not want to give the impression of wanting to show off the quality of the products they buy.

The most recent case: China

p4997-1China has for years had a significant role in the growth of the luxury market, but even there new laws against corruption and an economic slowdown have curbed purchases of luxury products. Experts explain that even though consumers in China are no longer looking for flashy luggage Louis Vuitton or Gucci sunglasses: there was a significant change in tastes. “What the United States is successful in 20 to 30 years, China is successful in 2-3 years,” commented Oliver Abtan, which deals with the luxury market at the consulting firm BCG. The time of the future for the new trends in the luxury world will all on the street of  a claim without a clear, strong logos?  Now there is a group of niche brands such as Zadig & Voltaire, Sandro and Rag & Bone are competing with the biggest and most popular brand. The niche brands selling clothes and shoes that cost a few hundred euro and are therefore relatively cheap, compared to the chief brand of ultra luxury. But they are quite expensive to appeal to those consumers who want something that allows him to stand strong and has an aura of quality.

Stratification and new market niches

Meanwhile, a huge group of niche brands such as Zadig & Voltaire, Sandro and Rag & Bone are competing with the biggest and most popular brand. The niche brands selling clothes and shoes that cost a few hundred euro and are therefore relatively cheap, compared to the chief brand of ultra luxury. But they are quite expensive to appeal to those consumers who want something that allows them to stand out and that has an aura of quality.

Fashion world 3.0

images (2)The fact that consumers interact on Instagram, Pinterest and other online channels with luxury brands does not help: a pair of shoes or a bag put us very little to go from being a “must-have” to become something boring. “A product, if seen and reviewed on social networks, end up bored and it happens that, when it arrives in stores already do not care anymore,” said Aba Kwawu, who heads TAA PR, a company that deals with public relations in the market luxury.
The luxury brands are struggling to adapt to this new reality. Louis Vuitton has chosen as creative director Nicolas Ghesquiere, a designer known for its ability to innovate. YSLFor his first collection, presented last year, Ghesquiere has not chosen to remove the logo of Louis Vuitton, has decided to offer them the different interpretations: for example some bags decorated with a repeat of the logo he had seen in a photo d ‘ archive of some of the shops of the nineteenth century. But this creative energy has not yet transformed into a clear increase in sales. Gucci also chose a more aggressive approach and in December hired a new creative director, Alessandro Michele. Gucci is also reducing the number of new leaders who puts on the market, it is opening fewer stores and is making it more difficult to find its products in stores and outlets that does not directly manage.

We invest in a logo for years by putting in prominence and then almost there now should be ashamed because of a new trend

lvThe problems of these big luxury brands have not felt the same way as other smaller brands, but operating in the same market segments. Yves Saint Laurent – part, with Gucci, of Kering – has seen its sales increase by 27 percent in 2014. Experts say that this has happened because the brand children were better at preserving the exclusivity of their brand. Experts indicate Bottega Veneta, a company controlled by Kering, as an example of a house of high fashion that has boosted sales after choosing leaders more original and less flashy.

LVMH_1842535bLouis Vuitton, Prada and Gucci can not however be limited to regain the market share that they lost: experts say that those who buy products of high fashion look not only an item of clothing, look for experience. Louis Vuitton has added to his store on Rodeo Drive – Beverly Hills, California – a special area for the most important clients (VIP): a terrace where you can sunbathe and drink champagne. Also Gucci has created an area like in Los Angeles, as well Prada as in Las Vegas: all situations at the highest quality, and of course all veiled or without logo brands.

F.D’O.

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Categorie:art, economy, social, trends
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