The Importance of Visible Logos on Handbags is Diminishing, Reports NPD

Port Washington, NY, October 17, 2016 —One-third of the handbags purchased in the U.S. in the 12 months ending June 2016 did not have a visible logo, according to The NPD Group, a leading global information company. The sales of handbags without a visible logo increased their share of the market in the past year, and this is a style trend that is crossing generations.

Sales of handbags with no visible logo were highest among the older generations, Boomers and older, but gained more traction with Gen Zs, the youngest generation, who captured an additional 8 share points in unit sales. Older Millennials, ages 25-34, and Gen Xers, ages 35-49, also increased their purchase of no visible logo bags, and sales of these bags to younger Millennials, ages 18-24, were flat in the 12 months ending June 2016 compared to same period year ago.

“Consumers are becoming less focused on image and more focused on individuality – especially the younger generations,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc. “While the cachet of designer logos is still relevant for many, the days of consumers looking to be a part of a designer or brand movement are waning in favor of their desire to find the style and function unique to their personality and lifestyle.

NPD’s recent report, The New Handbag Customer Revealed 2016, created in partnership with Stylitics, found that 81 percent of Millennials said it was important to them that the logo on their handbag be subtle. In alignment with this sentiment, the handbag logo placement that experienced the most notable market loss in the 12 months ending June 2016 was the in-material pattern style. Even though Millennials generally want the handbags they splurge on to be recognizable, they are increasingly seeking this recognition through distinction of design. Personalization options for handbags, like key fobs, interchangeable straps, and patches, are becoming more prevalent.

“Millennials have launched a movement of individuality en masse that is greatly influencing retail, including the fashion industry,” added Cohen. “Handbag manufacturers and marketers in general have been tasked by this up-and-coming generation and their more mature counterparts to demonstrate their creativity and get their consumer’s attention in new ways.”  

Source: The NPD Group, Inc. / Consumer Tracking Service

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