More US consumers favor logo-free handbags: NPD survey

An increasing number of US consumers are purchasing handbags with no visible logos, a recent report from market intelligence firm The NPD Group revealed. According to the research entitled "New Handbag Customer Revealed 2016", data gathered showed that logos are becoming less and less of a sales driver for the handbags category.

The Baby Boomer age group was the biggest consumer of logo-free bags, accounting for about 40 percent of the total purchase. The 70-plus age group ranked second.

The trend, however, is evident across all age groups with Gen Z buyers taking third place, with an 8 percent rise in their brandless purchases. The numbers are also increasing for Gen Xers.

Most millennials remain logo-driven but the report indicated that change is imminent.

In the last 12 months ending in June, slightly more than 25 percent of millennials aged 18 to 24 years old bought logo-free bags, an almost identical year-on-year figure. But older millennials, with ages ranging from 25 to 34 years old, are being increasingly drawn to versions with no visible brands. More than three-fourths of the overall bag purchases of the entire age group, however, still featured logos.

"Consumers are becoming less focused on image and more focused on individuality, especially the younger generations," said Marshal Cohen, chief industry analyst, at NPD. "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,” he noted.

Even where logos are visible, NPD's survey found out that more than 80 percent of millennial respondents claimed it was important for them that the logos are subtle. In fact, in-material pattern style is the handbag logo placement technique that experienced the most notable drop in the last 12 months until June.

The report also revealed that although millennials want their purchases to be recognizable, most are seeking this recognition through distinct designs, giving a boost to personalization features such as key fobs, interchangeable straps and patches. Some high-end brands are also focusing on features that display the customer's initials.

"Millennials have launched a movement of individuality en masse that is greatly influencing retail, including the fashion industry. Handbag manufacturers and marketers in general have been tasked bythis up-and-coming generation and their more mature counterparts to demonstrate their creativity and get their consumer’s attention in new ways," Cohen added.