After reading Alison Miller’s Blog (https://blogs.ubc.ca/alisonmiller/), Branding: Logos and Luxury, I do not really agree her opinion that designer handbags without a logo pattern are experiencing an increase of production and sales.
I am from a middle-class family, and i will buy some luxury products occasionally. The whole point of buying luxury product is to distinguish your unique status from other peoples’. Handbags without a logo are not what luxury consumers want. The picture of the Hermès Birkin bag in Alison’s blog is the most classic bag of Hermès. It’s been out for a enough time that every people knows the brand of the bag is Hermès just by looking. People can recognize it without the logo. The bag also has many unique characteristics for people to recognize it. Because Hermès has been out since long time ago and has its successful logo already, so designers can just put a small logo on zippers as long as people know the bag is Hermès.
Many luxury consumers are quiet and low-keyed because they do not want show off their wealth to others, they want to purchase handbags with a small logo and only a certain group people can recognize them. Every luxury handbags must have a small logo somewhere within the bag, and the small logo can satisfied both luxury consumers’ needs, low-keyed and distinguishability.