No Brand Logo Clothing Is Popular In Korea

Brand identification is becoming a development strategy for Korean brands. However, those bags that are full of brand logo combinations still occupy a large proportion in the market. "From the present, the more fashionable the city is, the less people rely on brand identity, because there is no need to use the brand to prove anything. People do not want to wear brand logo to make mobile billboards all day." A fashion commentator said.

Google Corporation recently announced the 2014 fashion keywords. In fashion keywords, the highest volume of search is Normcore. This word comes from the combination of normal (normal) and hardcore (hard core) in English. The interpretation of Normcore in the field of fashion is: with the purpose of "wearing a monotonous monotonous and featureless" deliberately, while reducing the brand recognition, consumers are dressed in a state of being ordinary and free.

It is noteworthy that the "no logo, no brand" style has recently become an upsurge in South Korea. Wu Xiumin, director of fashion research group at Cheil Industries, South Korea, pointed out that fashion labels with brand labels are not as popular as they used to be, and people's brand loyalty is decreasing. Consumers nowadays are not only looking at brands, but also more concerned about design and style.

Luxury brands have been bullish on the Korean market. This year's Chanel early spring holiday series will be released in Seoul, South Korea in May 4th. For these luxury brands, the new consumption characteristics form a new market test: Korean consumers are gradually avoiding goods with brand identification, and they prefer ordinary casual clothes with design sense.

Young Korean consumers prefer sportswear or a distinctive Normcore style. They include sportswear, sports pants, loose or tight jeans, sports shoes, baseball jackets, wool coats, limouses and large open handbags. Here, there is nothing in the slightest retro style. Korean consumers like neat fabrics and tailoring, with the best color. They create a fashion trend with a sense of future. Retailers are also actively working in this environment, such as Cape, H&M, Zara and local brands 8 Seconds, Beanpole, Mixxo and A-land. Korean Even the brand name fashion trend is named Nono 's, which is the abbreviation of "no logo, no brand". brand loyalty Self expression and identity symbol, most Korean consumers pay more attention to brand design and real value.

　　 Korean Chamber of Commerce South Korea's retail sales are expected to reach 276 trillion won this year, or 251 billion 370 million US dollars, an increase of 2.4%. This is similar to the sales growth rate of 2.2% in 2014. "The projected growth in sales this year is relatively small, mainly due to a slowdown in the global economy and a decrease in consumer desire." A spokesman for the chamber said.

In February this year, the Ministry of Finance said that the biggest department store in January this year was estimated to be 8.7% lower than the same period last year. And the department stores are basically brand names. The Ministry of Finance blamed the decline in sales on the bad economic and spending power during the Lunar New Year holiday. Hong Huizhen, designer of Studio K, a contemporary fashion studio, said that economic difficulties may also be one of the reasons for the popularity of non brand labels. "Like most parts of the world, because of economic instability, people are simply dressed without many fashionable clothes that can be worn for several years. They hope to buy the most wearable garments with the least consumption. " She said.

Just a few years ago, LV's Monogram printing handbag was everywhere, and now this situation has changed quietly. Under the guidance of the trend of no brand identification, Korean brands such as Couronne and 8 Seconds are not only focusing on labelling products, but R & D and design of products. "When we think of Bo Bailey, we will think of the landmark military waterproof windbreaker. When we think of UNIQLO, we will think of the Heattech fever series." Wu Xiumin said, "Korean brands are following this line of thinking. For example, 8 Seconds vigorously promote the "Wonder series" (main air permeability, isolation underwear).