The logo 'It' bag is officially dead..........
In today’s fashion circles the once-trendy accessory just doesn’t
carry the same weight that it used to. The need for loud, shouty
branding is flailing in the midst of a sea change.
 |
| 3.1 Phillip Lim Large Pashli |
But don’t just take our word for it, according to a recent report by
market research group NPD a third of handbags bought by US customers in
the last year have been quiet, discreet, no-logo carryalls.
Unsurprisingly, those over the age of 50 are the most unobtrusive
consumers with 40 per cent opting for no-logo bags - but this isn’t a
trend reserved solely for the more mature dresser.
Even Generation Z, a cast of consumers in their late teens and early
20s fixated on big branding are on board too, with their no-logo buying
increasing by eight per cent.
 |
Chloé 'Medium Marcie' Leather Satchel
|
“Consumers are becoming less focused on image and more focused on
individuality – especially the younger generations,” said Marshal Cohen,
chief industry analyst at The NPD Group.
“While the cachet of designer logos is still relevant for many, the
days of consumers looking to be a part of a designer or brand movement
are waning in favour of their desire to find the style and function
unique to their personality and lifestyle.”
In the 90s, logos were just as important, if not more important, than
the clothes themselves and you had to decide which brands you were
going to commit to. Maximalism reached fever pitch.
Oh what should we buying instead? Thanks in no small part to the
success of indie brand Mansur Gavriel, whose pared-down bucket bag fired
up the masses, brands like Michael Kors and Coach have cut back on
their logo heavy handbags.
Instead, subtlety and a discreet, modern take on brand classics
dominates. For Michael Kors, the Gracie is the most recent celebrity
favourite, while the Mercer offers a chic take on the satchel.
 |
| Yves Saint Laurent Cabas Chyc Tote |
Also going big with bags that promise to stand the test of time is
Coach, who have just released Coach Icons; an installment of three key
styles that have been reimagined from the archives to celebrate their
75th anniversary.
The Duffle, Saddle Bag and Dinky offer functionality and super-subtle
details that give them an enduring appeal. What’s more, they tend to
come at a relatively attainable price, not bargain bucket of course but
they’re in general far cheaper than their heavily embroidered
counterparts.
It’s refreshing to see the fashion cycle turn towards a trend that’s
less about status and more about personal style. The reign of the logo
handbag looks to be ending but these new iterations, while less
commercial, look set to be just as popular among the fashion forward.
