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Brands That Could Suffer As A Result Of Their Logos, According To Retail Expert
By Mikelle Leow, 04 Mar 2019
Image via Savvapanf Photo / Shutterstock.com
While several retailers take the logo-heavy approach, not all of them stand to gain from blowing out their brandings on products, a retail expert says.
According to Maureen Hinton, global retail research director at analytics and media firm GlobalData, the logos of “preppy style casual” brands like Gap could be their downfall, despite their popularity in initial years.
In a note picked up by Business Insider following Gap Inc’s decision to shut down 230 stores and split into two companies, Hinton described that while brands like Abercrombie & Fitch and Supreme might have grabbed some of Gap’s market share, the success of these retailers might be short-lived, as their flashy logos are seen as fads.
“Their popularity is short,” Hinton described of preppy fashion brands. “Ubiquity kills them off and fickle fashion followers move on to a new brand.”
Abercrombie’s CEO, Fran Horowitz, noted back in December that the company’s sales had picked up due to a 90s fashion comeback, hence an increased preference for its branding-heavy apparels. However, once that trend fades, so too might the demand for the Abercrombie logo.
Hinton explained that these brands “have a short spell in the fashion sun… generating strong growth, then they wilt and have to evolve into a brand that can offer more than just a logo…”
About three years after the heyday of these stores, customers might no longer find value in purchasing logo-accented items, and decide to spend their money on more pocket-friendly, logo-free brands instead.
Hinton recounted that when Abercrombie & Fitch first opened in the UK in 2007, it had shoppers lined up outside its stores. However, there are no longer queues outside these locations—people have now scattered to the next trendy brand, Supreme.
The moral of the story? While people obsess over logos, they don’t last forever, and shouldn’t be the key ingredient of a company’s success.
[via Business Insider, images via various sources]
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