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This season, many of the world’s luxury big shot “understated luxury” slogan. As part of a campaign of “anti-high-profile trend, many companies have removed the brand logo on the bag and accessories. Announced in early August, a survey showed that the high-end consumers are now Italian low-key brand. Of course, to assert that the flag era has ended too early.

Gucci handbags are sometimes printed with a huge “G” to highlight the identity of many Hollywood stars, the socialite sought after endless. But recently, Gucci announced the season’s products removed exaggerated the “G”. Gucci low-key route after a face-lift turnover improved significantly. CEO Robert Polet big sigh of relief, because his great fanfare last year introduced a value of £ 800, look at the less than sign a new handbags, has been questioned. Today, this bag has been considered to be representative of the economic downturn “not play” products. Polet’s success seems to have witnessed a turning point in the development of luxury brands.

Joseph Nunes, a marketing professor at the University of Southern California, Gucci, for example, to do a study for luxury steering. The study found that high-end consumers are willing to pay big bucks to buy the product without the brand logo. “But he also pointed out that there is no sign does not mean it will be removed from the unknown product intermediate. Gucci presents its brand features a more “subtle” way, such as its unique red and green bars on a low profile to promote its distinguished identity.

Ancient Qi, many fashion people immediately follow up this low-key wave. French luxury goods tycoon Francois Henri Pinot Noir, Paris Spring Department Store owner, agree with the luxury brand transition to a low-key. He said: “Our group is towards the design of smaller signs, more low-key luxury direction. Our brand to quickly adapt to this new concept of luxury, this concept represents mature.”

In this regard, there are some fashion people sent a different sound. Fashion critic Karin Franklin said: “handbag to buy the brand logo is a shortcut to a lot of people claim that their fashion attitude., Director of fashion version of the” British “Daily Telegraph” Alexander said, huge consumers of other countries in Asia and the Middle East market, the luxury goods with a brand logo is still being sought, this situation will undoubtedly lead to the dilemma of some luxury goods company.