For the first time since 2012, Abercrombie & Fitch is growing. During 2015-2016, Abercrombie’s sales reached mid-2000’s levels as a result of a major rebranding. I am not sure that moose was so bad for them, but there are certain reasons to understand this move.
“Millennials can’t stand logos” (c) Business Insider
What they actually stand for:
Less likely to pay a premium for a brand name
Take a look at Michael Kors or Yves Saint Laurent and notice how they changed the aesthetic of their handbags: not so many “MK” or “YSL” logos now. The focus on purpose and experience are key drivers of brand simplicity right now. Swag-fatigue and skeptical mindsets are evolving how businesses engage people. Brands that identify themselves with simplicity are likely to win.
Function at the first place
- Clear message
- Minimal attention to themselves – maximum attention to price/quality ratio
If you want to talk to 18-34 demographic, go to their stores. Both companies grow at least 15% a year, MUJI will open up to 20 stores in Canada by 2020.
Anything Japanese is always a celebration. They’re the self-styled masters of the generic. Their logos… no surprise here, so simple and crispy. Take a look:
Endless examples: rewind your memory 4-5 years back and you will see Microsoft presenting their square window, iOS 7 interface, etc.
Membership, not ownership!
In the age of Uber, Airbnb, Netflix and Spotify customers are members of your team, don’t make them wear “moose” and promote your brand. Let them talk how good you are instead.
I’ll finish (“TL;DR”) with a joke by EttyTweets which sums up how Gen Y are reacting to logo abuse: