The Logo Trend Of Luxury Goods Industry Is Coming Back.

According to the world clothing shoes and hats net,

This is the constant reincarnation, as street culture begins to invade in recent years.

Industry, Logo trend is coming back.

Among them, the first thing to put the Logo upsurge on the table is on the table.

Alessandro Michele, the creative director, has been dominant in luxury circles for nearly 2 years.

Alessandro Michele disruptive bold innovation, so that the topic of Gucci high heat, and become a well deserved trend vane.

Subsequently, the major brands also launched a single product with Logo, such as Burberry, Valentino and Chanel's Logo T-shirt, and even the minimalist brand Celine also launched a pparent plastic bag with brand Logo.

In addition to Gucci, LV, which is working with Supreme, and constantly emphasizing feminist Dior, and Balenciaga, which is more and more like Vetements, it became the hot topic of luxury among young people last year.

In addition, the rise of Logo wind is inseparable from the popularity of social networking software such as Instagram. With the popularity of street clothing and the desire to show off famous brand products on social media platforms, Logo products such as T-shirts and jackets have become the first choice for fashion bloggers.

Since the beginning of this year, Fendi Logo products have suddenly appeared in social media. Whether they are Kim Kardashian, Hailey Baldwin, Rita Ora or Nicki Minaj star celebrities, they appear in the social media account of many clothing products with the classic "double Minaj" logo printed, and the brown "double" printing from head to toe makes their stickers look like the advertisements of the "die".

There is a view that the Kardashian sisters are the fashion vane of social media nowadays. When a luxury brand product appears frequently on the Kardashian sisters, it means that it will become a new trend.

Fendi, one of the Logo's roots, launched the capsule series with the classic "double F" logo under the guidance of the trend. It was the first time in 2013 that the brand Logo was launched in the new series after the brand abandoned the big Logo element.

This series takes Fendi's "double F" logo as the main element. It reproduces all kinds of classic single products and color matching of Fendi. Some products have been exclusively sold on Net-A-Porter website since April 13th, and will officially visit the boutique, official website and Fendi WeChat official small program on the Fendi line from May 14th to 2008.

Fendi's "double F" logo was designed by KarlLagerfeld, a brand creative director who joined in 1965. One of the "F" stands for "Fur", that is, the most representative fur of the brand. Another "F" means "Fun", emphasizing that the brand must be fashionable and interesting. It is a double letter logo after the double C letters of Chanel and Gucci.

According to analysis, Fendi is trying to revive the attention of young people in the age of social media by returning to classics.

After the simple wind has passed, the younger generation is more inclined to bold, marked and personalized clothing and accessories.

In fact, in the spring and summer series of 2018, Fendi began to add brand Logo to product design. Karl Lagerfeld highlighted the strength of women in the 2018 autumn and winter series through lacquer grid, color matching, double F logo and outline design elements.

Fendi was founded in 1925 in Rome, Italy, specializing in the production of high quality fur products. In 1955, the first fashion conference was held in Fendi.

With the brand being sought after by more and more consumers, the company's business scope has gradually extended to knitted apparel, swimwear, and lower price clothing categories, and later extended to jewelry, men's perfume and other fields.

After the death of one of the founders, Edoardo Fendi, Fendi was run by its 5 daughters.

In 1962, Fendi appointed German designer Karl Lagerfeld as the chief designer, and Karl Lagerfeld defined the keynote of Fendi Fun Fur, and launched the first ready-made garment series.

It is reported that the "double F" logo was launched after being promoted by the street youth who liked to show off at that time. The flying jackets, hoodies, Rockoko sports shoes, Kan I handbags, Peekaboo handbags and Runaway handbags, which were printed with the double F logo, became one of the standards for street youth in 70 and 80s.

As the market share of the brand in the luxury industry continues to increase, LVMH launched the majority of its stake in Fendi in 2001 and planned a detailed blueprint for global development for the brand. In the 10 years, Fendi stores grew rapidly from 2 to 196.

In 2012, Pietro Beccari officially joined Fendi as CEO.

Under his management, Fendi's performance has been increasing rapidly in the past five years, and its annual sales volume has exceeded 1 billion euros.

During the period, Fendi including solid shops, e-commerce sites, The Inn Boutique and other comprehensive brand experience has been greatly improved, and has also made leaps and bounds in products, including explosive bags, including accessories business has become a strong driving force for brand growth.

According to the data, when Fendi was in compliance with the trend of minimalism in 2013 to remove the Logo elements, sales increased significantly, up 20% over the same period.

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According to the analysis, Pietro Beccari has successfully pformed Fendi from high-end fur brands to genuine luxury brands, making Peekaboo handbags priced up to US $4000 and luxurious fox fur coats at the front end of the fashion become popular brands. Target consumer groups are also becoming mature and younger.

Under the leadership of Pietro Beccari, Fendi sales have exceeded 1 billion euros.

In addition, Fendi continues to extend to the lifestyle area, such as the brand Palazzo Fendi opened in Rome, consisting of a The Inn Boutique and Zuma restaurant.

At the same time, Pietro Beccari spent a lot of effort in building Fendi's history and culture, including strengthening the relationship between brand and Italy culture, adding Rome's character to brand Logo, and moving the brand headquarters to Palazzo della Civilta Italiana, a long abandoned historical building.

At present, Pietro Beccari has been pferred to Dior to succeed Sidney Toledano as its chairman and chief executive officer. Her position in Fendi is replaced by Serge Brunschwig, President of Dior Homme.

The 58 year old Serge Brunschwig graduated from the French Polytechnic University in 1982 and received his master's degree from the national higher telecommunications and technology school in 1984. He joined the group of LVMH in 1995 and served as vice president and chief executive officer of Asia Pacific for 5 years in Hongkong.

Since March 2006, Serge Brunschwig has been appointed global president and CEO of C line line, and was appointed president of Dior Homme at the end of August 2015.

During the period of Dior Homme, Serge Brunschwig was famous for its low profile but orderly style. It not only opened up the Dior Homme clothing and accessories business, but also further expanded the brand retail channel business, and opened several Dior Homme boutiques in London, Tokyo and Miami.

In order to attract more cool young consumers, Fendi also launched last year's "F is for" designed by Cristiana Monfardini, vice president of global communications.

Digital activities are designed to enable consumers to better understand the history and culture of Fendi through a series of global activities and interactions.

Fendi also launched the online personalized service "Customiace It" with the global luxury fashion shopping platform Farfetch, and released a series of cooperation with LVMH's first luxury luxury luggage brand Rimowa.

Driven by the high-density digital marketing strategy, Fendi has become the top three luxury brand in the list of luxury brand digital index published by L2.

Although LVMH never released its brand performance data alone, RBC Capital Markets luxury analyst Rogerio Fujimori in London earlier revealed in a report that Fendi's sales growth was offset by positive expansion, and Fendi's profit margin exceeded 20%.

In addition to Fendi, LVMH has made new adjustments to the creative director of its core brand in the past month. From Hedi Slimane to C line, and plans to launch men's wear, Kim Jones takes over the Dior men's clothing, Off-White creative director, Virgil takes over the men's clothing design department, and then goes to the takeover.

Interestingly, Virgil Abloh, the creative director of LV's new Menswear, was an intern of Fendi, where she met the then CEO of Michael Burke, the current president and CEO of LV.

It was reported earlier that LVMH will make a big reshuffle of its men's business in such a short time. It shows the anxiety generated by the competition of the rival cloud group. Men's clothing is becoming a new battleground for the luxury giants to compete for their share.

Now, LVMH's strategy for marking the cloud group has gradually become clear. As a luxury magnate with more than 70 brands, LVMH is constantly upgrading and consolidating its core brand LV status. At the same time, it also encircle competitors with multi tier brand matrix.

Besides Fendi, the group's bets also include Dior, Celine and Givenchy.

In the current situation, Fendi became the first luxury brand that LVMH detonated social media in 2018.

But some analysts believe that when more and more people can afford luxuries, what consumers want is to create their personalized image through luxury clothing. Therefore, in order to conquer the new generation of consumers, Fendi will face more challenges in addition to following the trend.

There are foreign businessmen who point out that with the popularity of Fendi in the millennial generation, the 6 quarter Gucci will be challenged at the top of Pyramid, because there is only one winner in the same field.

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