It seems like designer stores are in trouble because people don’t like their logo infested products anymore. People go for the more subtle products, showing that it’s really the quality that they are after, not something to show off their bank accounts.
“Maybe walking down the street and reaching into your L.E 10,000 bag to get 1 pound to give the homeless kid who has been following you isn’t so classy anymore.”
High end brand logos have been a big thing especially in the Middle East, now that this is old news in the West, will we soon follow? Maybe walking down the street and reaching into your L.E 10,000 bag to get 1 pound to give the homeless kid who has been following you isn’t so classy anymore.
““in Egypt people still love branded products, but I think maybe in the future they will start going for the more subtle things”, Sara Habib
We talk to some of the most prominent figures in the fashion industry in Egypt about this issue and how this could affect the market in Egypt and the Middle East. Sara Habib, buyer at 69 Stores and Villa Baboushka, tells us, “in Egypt we have two very different groups of people, there are those who always wear high end brands, so they wouldn’t really care about showing off a bag or a shoe, but there are others who can only afford a few items, those will probably want to show it off a bit more”, Sara continues, “in Egypt people still love branded products, but I think maybe in the future they will start going for the more subtle things”
“I believe it could also be linked to the economic and political crises that are constantly increasing, causing wealthy shoppers to adopt a low profile”, Giovanina Atieh
We also discussed this with Giovanina Atieh, buyer at Al Oustora and Fashion Director at Slickr, “there has been a significant disinterest from the wealthy shopper towards monograms products, in specific bags and leather goods which consist of the brand’s highest selling and income-generating category”, she tells, “this shift can be associated with the fast rising fashionista and star influencer syndrome, encouraging shoppers to adopt a personal style over conformity and highly recognizable brands”. Still, it is possible that the reason behind this goes a little deeper, “I believe it could also be linked to the economic and political crises that are constantly increasing, causing wealthy shoppers to adopt a low profile”, Giovanina says, “opting for more unique and subtle pieces, less recognizable by the mass, but still easily spotted by their wealthy peers and small social elite circle”. Even though it has affected the West, Giovanina thinks the MENA region is a different case, “I don’t believe it will affect the region, as it is not affecting Asia and Russia for instance, as much as it started affecting the States and Europe, because our wealthy class still wants to show their wealth”, she explains, “as the region is led by the wealthy and fearless, and their monogramic crush and clear luxury fashion message is still very visible in terms of logo sales and what I have observed”.
“Being subtle might have been a trend a while back, but branding is coming back and it’s big”, Ines Gohar
Ines Gohar the fashion buyer at Beymen thinks slightly differently, “next year’s collections are all about branding, Gucci has made a big comeback after years of decreasing sales by using their three colors everywhere! Moschino also have their writing all over their products. Being subtle might have been a trend a while back, but branding is coming back and it’s big”, she tells.
Is it a matter of time before Egyptians or Arabs leave those logos behind?