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  • Anne Heaney, Director

90's Fashion is Back and so are Flashy Logos

Updated: Apr 13, 2018


When Vetements’ Demna Gvasalia sent designer Gosha Rubchinskiy down the runway in a canary yellow T-shirt emblazoned with the DHL logo last year, it sent retailers into a frenzy. The T-shirt was an ironic, tongue-in-cheek play on the power of branding, taking something from the everyday and turning it into a symbol that became cult, cool and coveted. To an outsider, it was a DHL T-shirt; only a select few would know that the garment's label read Vetements.


That the £185 ($248) tee sold out almost instantly is no surprise. But Gvasalia did more than create a sellout. He re-ignited the kind of logomania last seen in the 1990's, when everything from belts to bags and T-shirts was overtly branded by all luxury labels including Louis Vuitton and Prada. To the fashion industry, the DHL T-shirt was a refreshing antidote to the prevalence of minimalism being championed by brands like Celine for several seasons. The logo of a delivery service — a courier — became a fashion statement.


The logo also signifies a shift in consumer priority, where, in a social media-driven world, branding matters. Instagram is perhaps the ultimate enabler of brand visibility - the use of tags and hashtags has meant that brand names are now so much a part of the consumer vernacular that in some ways, slapping a logo on a T-shirt is the next evolution of this. It also allows customers the chance to buy in the cachet of the brand at an entry-level price point.


At Buying Intelligence, we are seeing an expansion of the number of signature logo apparel products offered in many ranges.


Get in touch with us and see how your competitors take their product to market and how these perform.

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