Whilst there will always be demand for brand name labels as a hallmark of quality, there is a growing trend among the luxury set for no visible or barely-there labels too. Ahead of the curve is No Logo who create handmade bags that tailored in Italy and featured on iTS COOLER; slouchy leather shoulder bags, backpacks, weekend bags and smart looking satchels and handbags. No Logo does feature a ‘No Logo’ logo on each of the bags, yet this is still making the statement that luxury products are not always about showing off brand names but about real, intrinsic quality.
Consumers Define Brands
The No Logo brand’s fans love the quirky idea of a label that is anti-logo as it enables consumers to assert themselves as individuals who are not defined by a brand name. They want a handbag that fits who they are and how they see themselves rather than simply fitting in with a brand name for the sake of it.
Shoppers Want Quality & Independence
Certainly, this shift of focus from big luxury names to include lesser-known labels is gaining momentum. Consumers don’t like to be told what brands fit their concept of luxury or to be one of the crowd, albeit a high-end retail market. Instead, shoppers are appreciating quality, originality, design and skilled handiwork. They’re opening their eyes to brands which are not led by their labels but whose name represents all the finest qualities of a luxury product.
Good News for Small Luxury Brands
This growing interest in smaller producers, whether from Europe or the USA, is particularly prevalent in Asia, where shoppers are looking for luxury products that they are less familiar with or that are different. Quality, craftsmanship and superior features are still important, but consumers are less likely to be brand driven. From Italian handbag makers to British designers and French artists, this emphasis on luxury artisan brands is given a platform with iTS COOLER.
Online is the New Luxury Marketplace
One reason many smaller brands, such as No Logo, have not been able to reach as many customers in Asia is simply due to location. Luxury goods have traditionally been displayed in fancy shop displays with walk-in customers boosting brand names. E-commerce, which is huge in Thailand, is pushing away these boundaries and savvy shoppers are finding a whole cookie jar of fabulous products that are waiting to be discovered.