Modernization or the Loss of Individuality in Fashion?

Over the past couple of years, consumers have started to notice a pattern of rebranding for some of the top names in fashion. It seems as though designers are shifting towards a general ‘bold, all-caps, block font’ to represent their newest designs. This got me thinking as to why this might be?

This re-branding pattern goes against my natural assumption that fashion brands would want to do anything in their power to stand out from the ever-growing list of names in fashion. So, why this sudden transition towards uniformity? Burberry, for instance, released its new logo late last year after over 20 years of the old logo that the company’s consumer base had grown to love. burberry_logo_before_after_a

My guess would be that name brands are trying to broaden its client base by generalizing their logos, hoping to appeal to a younger, more modern audience. This may be one possible reason for the change in marketing direction for many of these companies. I’m curious as to identifying the factors that drive these changes and if it has any real affects on a company’s client base or popularity.

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I was surprised to find out some rebranding strategies have actually been met with a lot of controversy from the public. Gap, for instance, returned to their original logo in less than a week of releasing their new one, back in 2010 due to extreme backlash from its loyal consumers. Whereas, it seems as though consumers are more appreciative of rebranding initiatives when there is a story or reason connected to them. For example, Converse was one of the brands that had a more successful branding turnover when they reasoned their logo change as a result of “aiming to speak to each generation’s youth” thus, their marketing must adapt to changing environments.

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