Logos: Where Are They Now?
As consumer demands in the fashion industry constantly change, designers are often drastically altering their products to meet these demands.
Many labels are straying away from loud, logo-emblazoned designs, as younger consumers seem to prefer cleaner articles of clothing without large, distracting logos.
Abercrombie & Fitch, for example, has become almost unrecognizable after it dropped its loud “A&F” t-shirts and sweatshirts it was once almost exclusively known for. Established designers such Coach and Michael Kors are also beginning to include fewer logos in their lines, as sales of bags and clothing adorned with logos began plummeting.
Newer designers such as A.P.C., Common Projects, and AllSaints, which are all very popular among millennial consumers, are coming up with clean, minimalistic designs that don’t scream their brand.
This shift in consumer culture, however, puts more traditional brands like Abercrombie & Fitch in a tough situation. Such brands were once known for their flashy logos, and consumers used to buy their products because wearing their name was a status symbol. Now, people would rather wear simple, basic designs without logos screaming their brands’ names. Fast-fashion retailers like Zara and H&M offer these trendy styles for less, which makes it hard for consumers to justify paying premium for a brand name.
While traditional companies like Coach and Michael Kors, known for their loud logos, seem to have become a trend of the past, labels such as Kate Spade’s and Saint Laurent’s timeless, minimalistic aesthetic has helped them gain more followers while their competitors are struggling.