The Orgasm Gap: ‘We have this frustrating myth that sex is easy and innate’

Aoife Drury

Single parenting in a pandemic: ‘I cry alone in the car so the kids don’t...

Lia Hynes

Author Ruth Gilligan: ‘I have slowly colonised our flat’s small second bedroom into my writing...

Sophie Grenham

About 400,000 women in Ireland have this condition and don’t know

IMAGE

The Cabinet Sub-Committee on Covid-19 currently has no women sitting on it. Why?

Lynn Enright

GALLERY: Beautiful gowns from The Golden Globes through the years

Jennifer McShane

Practical and stylish: 12 baskets we absolutely love for every budget

Megan Burns

Tiger King season 2 is coming – and Carole Baskin has some thoughts

Jennifer McShane

Get out of your head: What to do when you mistrust your gut instinct

Niamh Ennis

Image / Fashion

Study Says Shoppers Don’t Like Brand Names Or Logos


by Jennifer McShane
21st Dec 2015

If you’re banking on impressing that special someone in your life with a luxury label name this Christmas, you might want to rethink your gifting strategy, as a new study says that this generation of millennials will no longer be swayed by the power of big-name branding. Today,?consumers increasingly prefer clothing without labels or logos, according to a recent report.

Exclusivity just won’t cut it anymore, as the study said that modern consumers are opting for “practicality and functionality” over big name brands, perhaps explaining why Balmain’s recent H&M collaboration went down a storm; here you have a designer name, which in this case is largely suitable for everyday wear and available for a fraction of the price. This also means high street favourites such as our beloved Penneys and Zara will remain two of our favourite go to brands for the foreseeable future as paying a premium for a brand name is low on the list of priorities for the 18-34 year age group. It makes sense, though. We’re coming through a recession where jobs were less than plentiful, so millennials haven’t got a massive amount of disposable income; their priorities now include paying off student loans or using their funds to gain footing in a new job as opposed to splurging on a Chanel bag.

This means that retailers have had to adapt and rethink their marketing strategies to appeal to shoppers, with some already doing this successfully. Abercrombie & Fitch (A&F) recently banned the loud, logo-emblazoned “A&F” sweatshirts and hoodies it was once known for and Michael Kors has also changed the aesthetic of its handbags to include fewer “MK” logos. This, however, is also tough for those who banked on their brands alone being the driving force to reel customers in (A&F used this tactic at the height of popularity, especially after their clothing was worn by celebrities).

Over 500 “college fashionistas” were surveyed and ultimately their focus is on getting value for money over a big designer name. “Millennials love brands that are useful – and some of these brands have strong usefulness concerning their design and functionality, and they?also love things that are good value, off-the-beaten-path kind of stuff,” according to the report. This would explain why designer Kate Spade is now popular among those surveyed; she now?apparently’makes the most popular handbags, likely down to her subtle branding and miniature logo on her produce.

While this is great news for the Zara obsessed among us, is it wrong if yours truly still dearly yearns for a Chanel bag?

Via Business Insider

Also Read

premium BUSINESS, FASHION
The future of luxury: Will Covid-19 change fashion forever?

If luxury-goods companies are to survive, they must take swift action to shape their digital future, writes Ashley McDonnell

By Ashley McDonnell

Fashion Week
FASHION, OFF THE CUFF
What does the future of Fashion Week look like?

New York Fashion has just ended. Did you even know it was happening this year? NYC-based fashion editor Freya Drohan reports on the state of runway in 2021.

By Freya Drohan

Kitri
FASHION, SHOPPING
Kitri’s colourful, comfortable collaboration will get you out of your WFH wardrobe slump

Meet the Kitri collection that Instagram built Had your fill...

By Holly O'Neill

comfortable clothing
FASHION
Fashion has to get comfortable: 4 comfy-chic outfit ideas for a post-lockdown world

Are you really going to be squeezing into high-waisted jeans...

By Edaein OConnell

FASHION
Meet Irishwoman Carmel Snow, the Anna Wintour of the 1930s

By IMAGE

INTERIORS, FASHION
10 wardrobe storage hacks that make sorting simple

In need of some extra space for your clothes but...

By Edaein OConnell

Kamala Harris
FASHION, OFF THE CUFF
Please, keep asking Vice President Kamala Harris who she’s wearing

Vice President Kamala Harris' fashion choices are not only intentional and important, they're vital to a diversifying industry, writes New York-based fashion editor Freya Drohan.

By Freya Drohan

FASHION, SHOPPING
Vibrant beaded jewellery is the joy-giving boost your WFH wardrobe needs

By Holly O'Neill