Nancy Gonzalez Handbag Valentine's Day 2016

While fashion designers had been gunning for a return to logo-mania, with labels like Louis Vuitton and Kenzo placing emphasis on monogram motifs — new research by The NPD Group says that consumers are looking for subtlety.

According to the research firm, one-third of handbags purchased in the U.S. in the last 12 months did not feature a visible logo.

Purchases of non-logo bags increased amongst Millennial, Gen X and older (70-plus) consumers, and remained flat among younger Millennials (aged 18-24) and Baby Boomer demographics. Gen Z’s share of non-logo handbag purchases increased 8 percent in the 12 months ending June 2016.

According to a recent survey by NPD, 81 percent of Millennials said it was important for a brand logo on handbags to be subtle.

“Consumers are becoming less focused on image and more focused on individuality — especially the younger generations. 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,” said Marshal Cohen, NPD’s chief industry analyst.

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