Puromarketing The fashion of the Nonogue reaches millennials: they want clothes without logos

For years and years, brands trusted an essential strategy to give value to their products: the logo.Carrying a pole with Lacoste's crocodile or a bag with the acronym LV were synonymous with status, prestige: people paid for carrying that well visible logo.

Current young people, however, seem preference to the garments that lack logo and brands must adapt to the new situation.Abercrombie was forced to dispense with his famous Alce, Michael Kors has changed the design of his bags to include less "MK" (and there began to recover sales) and Gucci has also opted for less visible logos.Brands that remain faithful to the logo very big, see how sales decrease.

And according to a Goldman Sachs report, young consumers prefer clothes without logos of any kind, and it is a trend that goes up.In addition, prestige distinctives have been moving towards the technology sector: buying fashionable mobile scores higher than buying luxury brands.As a consequence, millennials are less and less willing to spend large amounts of money on fashion (while, in addition, more and more brand clothing brands bloom that offer current designs that dress up to celebrities and Jet Set).

Morgan Stanley's data, also outlined by Busines Insider, ratify this trend: while their parents derived the status of the brand name, young people prefer to spend their money on technology, food and vacations: pay more simply for a logo is not aof its priorities, and also, the higher priority is given to the functionality on the brand name.

Are you, therefore, the less Marquist young people?At least, they are in a different way, rewarding those brands that they consider useful, especially valuing design and functionality, claiming the "chollos" and aspiring to products that come out of the ordinary.Of course, they are as willing as their predecessors to establish identification relationships with brands, only that exclusivity, even being a rising value, becomes differently understood.

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— Collections 101 Sun Sep 06 01:11:52 +0000 2020

The "logo fatigue" as this new reality has already been named, can have many different causes, which go from the changes in the purchase habits to the social changes themselves, where to make the logo ostentation can begin to see even as somethingvulgar, but there is no doubt that it is a reality that the brands that had classically based on the power of their logo are already faced.The logo has gone from being an incentive for the purchase to becoming a harmful factor for it.

Non -ogo is the last branding trend of brands

The response to that fed up with the logo has been, consequently, the irruption of non -ogue.The brand ceases to be represented only by its logo and transmits its identity through corporate image: color, patterns, shapes, textures, service, attitude...

This tendency of non -og.Something that is not only happening in the fashion sector, but in many other industries.