Elite Luxury Brand Licensing Specialists – The authors do not work for, consult with, own stock in, or receive funding from any company or organization that would benefit from this article, and have disclosed no relevant relationships outside of their academic appointments.

More than 75% of customers in the US say that a brand logo is the most important identifier of a company. This is even more true for luxury brands, as their logos are some of the most recognizable symbols in the world.

Isi Kandungan

Elite Luxury Brand Licensing Specialists

In 2023, the biggest fashion influencers and brands embraced the “quiet luxury” trend. This trend refers to a more modest approach to luxury, where people prefer finesse and quality over a prominent brand display.

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For visual reference, consider the billionaires featured in the hit HBO series Succession. They opt for tailored, functional clothing that is free of prominent logos and excessive brand names.

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Succession has had the effect of amplifying the quiet luxury trend. But the luxury market has been changing for several years, in part because Millenials and gen-Z are becoming key customers for luxury brands. These consumers are demanding that luxury brands be more sustainable and inclusive, fueling the resurgence of quiet luxury.

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But what is the right strategy for luxury brands when it comes to displaying their logos? Our findings show that prominent logos often backfire, making brands look inauthentic and less stylish. This strategy alienates the brand’s fans, potentially reducing its market share.

We found that a prominent logo deters consumers both from purchasing luxury brand goods and from sharing images of those luxury goods on social media.

These findings held true in three distinctly different cultural contexts—clients in the UK, Turkey, and China. On average, purchase intent decreased by nearly 19% and social shares decreased by 17% when logos were visible.

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Many customers felt that luxury goods from brands that used large logos were inauthentic or out of touch with their roots. They also thought that prominent logo display reduces exclusivity, glamor and brand sophistication. Our results show that UK customers’ perceptions of authenticity and coolness dropped by more than 10% when a luxury brand decided to use prominent logos.

Our research also revealed another unique insight. Past research has shown that customers who are strongly associated with a luxury brand tend to defend the brand when it is rejected by social peers. However, we found that the same consumers react negatively when a brand uses loud displays.

Luxury brands are often used to signal social class, prestige and upward mobility. Thus, luxury fashion buyers try to express their identity through these brands. However, when logos are too prominent, they diminish the coolness and authenticity of the brand, diminishing the fan’s desired image of being genuine and original.

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Research shows that the relationship between price and brand awareness is inverted U-shaped. Brands with lower prices use smaller logos, and as the price increases, the logos become larger and more visible. Above a certain price, the presence of the logo decreases and gradually becomes silent.

But the luxury fashion industry is undergoing major changes. And the minimalist, logo-free style is making a comeback.

Experts say that the trend of quiet luxury is almost always associated with financial crises. For example, in 2007/2008 The global financial crisis of 2010 led to a shift towards understated luxury in the fashion industry. Quiet, subtle designs came to the fore, rather than loud, ostentatious displays of wealth.

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As people struggle to make ends meet during the current cost-of-living crisis, quiet luxury is coming back on the scene.

However, not everyone avoids the displays of prominent brands. Greater brand awareness is favored by wealthy upscale newcomers known as ‘parvenus’.

Research shows that these people prefer more visible logos to signal their status and align with the old money elite. A parvenu could be an artist or musician who has suddenly struck gold with his work.

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People who are not rich but want to climb the social ladder (“posers”) also choose displays of more prominent brands. These people resemble struggling social media influencers who fake their fortunes.

So what are luxury brands to do? They should carefully consider the prominent logo display strategy and its impact on the authenticity and coolness of their brand, especially among the brand’s most loyal customers. Otherwise, their carefully crafted luxury brand image may suffer. BONIA celebrates the grand opening of its first flagship store with special celebrity appearances, giveaways and live entertainment. International luxury brand and leather specialist BONIA opens the doors to its first flagship store. Pavilion Elite, Kuala Lumpur, Malaysia. At the last minute, I decided to do my best by attending BONIA’s grand event, driving to the pavilion, praying hard for no traffic on the way, and there waiting for me was the nearby entrance parking lot. Thank God, no stress and feel happy to also see Kim Tae He face to face on the way home.

Ms. Kim Tae-Hee, an international South Korean celebrity best known for her roles in Korean dramas and also newly married to Raina (Jung Ji-Hoon), was invited as a special guest to celebrate the opening of BONIA’s flagship store. . You can now visit BONIA’s brand new flagship store at Lot 3.101, Level 3, Pavilion Elite, a new retail shopping area located next to Pavilion KL.

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BONIA appointed Kingsmen Design Pte Lte, a leading communications design and production group, to design BONIA’s flagship store. The new BONIA fashion store reflects the aesthetic and ethical approach of the brand, highlighting the 3 main principles of the BONIA brand – modern, elegant, contemporary. High quality fashion accessories focusing on European style and craftsmanship, made from the best materials.

The newly built 2018 square foot store provides a sense of exploration and luxury, offering our exclusive shoppers a more intimate shopping experience. In addition to the essential elements of BONIA’s flagship store concept, this unique fashion store indicates the brand’s increased focus on the intersection of fashion and art. Additional features will include, for example, a special room called the Atelier Lounge to showcase BONIA’s eco-friendly collection, a special workshop room to conduct exclusive workshops and interesting activities for fashion lovers.

Even more exciting is our exclusive made-to-order service, where fashion will be made to order just for you. These customizable options allow you to have a unique design at your request that is truly personalized luxury.

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@Group pic with 10 BONIA customers who purchased 10 Limited Edition BONIA bags embellished with Chinese genuine freshwater pearls formed naturally over a long period of 9 months to 2 years @ RM8000 each.

@BONIA’s first bespoke range of Atelier Lounge: Free gift ‘Blossom Play’ – customizable floral leather bag charms to personalize your bag strap. The gift is valid from 10 to 31 March 2017.

BONIA, an international luxury brand and leather specialist established since 1974, has created a label legend in the fashion industry, achieving many milestones among the many accolades it has received. BONIA, Italy’s source of inspiration, has consistently and continuously built its identity and earned its prestige by always highlighting the three core principles of its brand – modern, elegant and contemporary.

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As a leather specialist, BONIA offers a wide range of leather products, including leather handbags, shoes and accessories for both women and men, as well as other non-leather fashion items such as menswear. As an international luxury brand, BONIA found its stores all over the world: Malaysia, Singapore, Cambodia, Vietnam, Myanmar, Indonesia, Japan, Taiwan, China (Shanghai), Brunei, Kuwait and Saudi Arabia.

Leather is a hallmark of the international luxury brand BONIA. As a leather specialist and one of the leaders of the fashion community, BONIA keeps pace with the speed of fashion trends. Lending its creativity to fashion design and leather craftsmanship, BONIA infuses modernism and a sense of youth into its works of timeless elegance and glamour, offering leather lovers its fashion and contemporary design.

As much as BONIA values classic elegance fashion and the neoteric ideas of its trends, BONIA aims to create a desire for its customers to experience a modern and glamorous lifestyle with its au courant creations.

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BONIA raised its brand to another peak of success by expanding the shopping experience in the online store! The online store BONIA.com (www.bonia.com) offers a variety of men’s and women’s fashion items.

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