Designer Logos are Hot – Not!

Sep 16, 2002

Designer logos are no longer hip, says a New York Times article. Once a symbol of prestige, designer logos are becoming increasingly hard to find on apparel and other accessories.

At Gucci, up to 40 percent of leather goods had logos prominently displayed just a few short years ago according to Sagra Maceira de Rosen, analyst, J. P. Morgan Chase. That percentage has dropped to less than 15 percent today based on an estimate by Kal Ruttenstein, senior vice president for fashion, Bloomingdale’s.

Many others are also feeling the effects of the logo backlash. Mr. said. “It’s hit Ralph Lauren, and I feel it’s hit Tommy to an extent. Kate Spade is pulling back a little and Calvin has pulled back the CK’s on a lot of things.”

The explanation is simple, according to Simon Doonan, creative director, Barneys. “They (designers) did it to death — and they’re smart enough to recognize it. The customers OD’d on it. It no longer has resonance.”

Moderator’s Comment: Does the seeming rejection of
designer logos speak to any broader consumer trends and/or retail marketplace

We never liked them anyway – let’s hope they don’t return.
Anderson – Moderator

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