What do logos on handbags have in common with Celine Dion?
Neither is as ubiquitous as in the late Nineties, when Louis Vuitton’s famous monogram generated an estimated 80 to 85 percent of the brand’s sales and Dion’s “Let’s Talk About Love” and “Falling Into You” topped album charts. Logos have drifted from the fashion spotlight as some consumers in mature markets — perhaps influenced by economic turbulence — put more of a premium on craftsmanship, quality and discreet luxury. At the same time, certain brands, like Christian Dior and Fendi, have embarked on upscaling drives, deliberately reducing their reliance on obvious brand signifiers and entry-level products. For example, industry sources estimate logos now represent well under 40 percent of Vuitton’s overall business.
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