New research suggests brand are shying away from logos and flashy displays
Fashion news incoming: a statement bag is no longer about turning that statement up to 11. According to a report by market research group NPD, a third of the handbags bought by US consumers in the last year have been discreet, no logo handbags. Those over the age of 50 were the biggest no-logo consumers, with 40% buying them, but Generation Z in their teens and early twenties – perhaps more partial to conspicuous consumption and the big branding that plays out well on Instagram – are getting involved too. Their no logo purchases increased by 8%. The UK is no doubt going a similar way.
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