Logos of the Luxury Brands. From Status Symbol to Class War Target.

logo handbag luis vuitton

I’ve never been a fan of branding logos. Says to me, besides the obvious, you have no taste, no understanding of quality or composition, and you have a problem defining yourself through discretionary consumption. So you buy this fucking logo-centric whatever it is so your peers won’t piss on your Jimmy Choo Shoes. That is, until that particular brand falls out of favor and gets summarily dumped on the Costco table or some off brand store where Clarence of Fruit of the Loom buys it for a fraction of the price so he can flaunt it while clubbing in Azuza. Oh where are you now Von Dutch or Ed Hardy, to name but a few?

But, hey, in a world where subtlety is anything but subtle, the logo found its place among the luxury consumer goods. Clothing, linens, towels, even furniture, there was the logo saying to the world, yes, I am this obvious.

But now logos are out of favor among the affluent. No logos accepted here to tart up those $15 thousand handbags and $3 thousand dollar scarves. Many claim just say no to logos because they want to go it lower key. The years of logo love has yielded to the siren call of the understatement. Bad taste is so this morning.

Or… is it really the sudden recognition that if you are dumb enough to go flaunting the fact that you have money to burn, those with barely any money to eat may decide to barbecue your ass over your Kalamazoo Hybrid Fire Grill. So now comes that sudden recognition, much of it in the guise of changing tastes, and with that many of the luxury brands who once promoted the precious logo are falling out of favor, losing market share. Wondering what the hell to do when the rich don’t want to look wealthy anymore. Can K-Mart be far behind?

 

http://www.washingtonpost.com/business/economy/louis-vuitton-and-guccis-nightmares-come-true-wealthy-shoppers-dont-want-flashy-logos-anymore/2015/06/15/e521733c-fd97-11e4-833c-a2de05b6b2a4_story.html