Hide Logo adds brand value

Designers have found that hidden logos will increase brand value.

Leah Missbach Day, 52, likes designer brands such as Balenciaga, Alexander Wang and Dries Van Noten, but she doesn't like these “brands” on her skin. "I'll cut off the labels of the clothes because they make my skin itchy and uncomfortable," she said. "I have a drawer full of labels."

Although fashion designers and manufacturers often spend a lot of effort on the design and placement of trademarks, customers are rarely sympathetic. They took their own sewing scissors and a seam ripper and dived tirelessly one after another. You can even find a lot of websites that specifically teach readers how to remove the trademark without leaving a trace.

“Markless Trademark” Adds Brand Value But recently, a wave of smarter and more comfortable clothing trademarks is quietly emerging. The large logo on the inside of the collar, with its bright Brand Logo, is outdated (not to mention those crocodile and polo logos embroidered on the chest). More and more designers are starting to lower or even hide their brand. This practice adds value to the brand, as if it were a mystery club that people would like to join.

The so-called "markless marks" printed directly on fabrics, as well as transparent plastic labels, are also widely used. This changed the appearance and feel of the clothes to some extent.

Some people dismantled their trademarks because they did not like the discomfort they brought, such as Ms. Day, and some people resisted printing their names or corporate logos. Still others believe that the label reduces the aesthetics of the clothing, especially when the material is lighter, more transparent, or when it is turned over at the collar and waist. (The most embarrassing thing is a stranger, or your mother-in-law came up to help you put the trademark back.)

56-year-old Susan Fisher is from New York. She frequents the brands Donna Karan, Carolina Herrera, and Jil Sander. She uses a nail clipper to cut off the stitches on the logo, and then removes the thread with a nipper. "They only cause trouble. Why do they keep it?" she said. "Washing instructions are useless to me. Out of caution, I sent all my clothes to dry cleaning and I don't care about the brand of clothes as long as I look good."

Those who are sensitive to the number of their clothes will also cut off the label with lightning speed. Rozlend Power, a 27-year-old event planner living in Houston who once worked as a shop assistant in a high-end clothing store, said people often remove labels because the actual number of clothes is larger than their ideal number. “This is human nature, especially the yards of the clothes are not uniform, and the brands vary greatly. For example, I myself wear XS in the Banana Republic, but there is a full 10 bridesmaid clothing bought at Betsey Johnson. No matter how lucky, I don't have to wear that dress every day, otherwise I'll probably tear down the trademark."

Zak Graff, a market consultant living in Los Angeles, who is 34 years old, said he likes the Zara brand because he is fit and fit. “But those trademarks make me crazy, always two or three inches long, and one by one.” (Any clothing sold in the EU must be accompanied by a label of all the language descriptions of the member states.)

Graff carries a seam ripper with him to avoid all the hassle of the trademark. “Cut off the price tag, and then cut off the logo sewn on the clothes—this is a must-have program after I buy new clothes.”

Some brands, such as the French brand Aigle, and Elie Tahari and Josie Natori, have used "transparent trademarks" in recent years.

The "transparent trademark" is widely used but he must see it before removing the trademark. Some brands, such as the French brand Aigle, and Elie Tahari and Josie Natori, have used "transparent trademarks" in recent years. This trademark is made of soft plastic and is usually sewn to the side seams. "This is mainly for comfort considerations," said Ilse Metchek of the California Fashion Federation. "But this also reflects the fact that fabrics are more expensive than plastics. Plastics don't need seaming. Just cut it and it's easy."

The markless marks that were used to mark or apply the trademark to clothes appeared ten years ago, but have become more popular in the past two years. "People really have complaints about trademarks," Hanesbrands Inc. Rick Elmore, Vice President, said, “We heard people complain again and again.” Hanesbrands Inc. It was one of the earliest companies that started to use traceless trademarks.

Sports brands such as Nike, Adidas, Reebok, and Puma are following the trend. Nowadays, many big brands have begun to use scarcity trademarks, including Banana Republic and J. Crew, Gap, Ann Taylor, and H&M.

Earlier complaints had been made that the Markless brand would crack and decolorize after several times of washing the garment. Now, the technology has improved. Shawn Neville, vice president of Avery Dennison Corporation, a company that specializes in the development and production of trademarks for retail brands, said: “The digital transfer is more accurate, so we use less ink, and the trademark and fabric are integrated, and we don’t have as much Heavy plastic feel, and more soft, so more famous brands have begun to use scarves."

However, according to Scott Schuman, a famous street photographer, the markless brand will always fade. “In the end you can only turn your T-shirt over.” He believes that the trademark is very important, reflects the level of design of the clothing, and can even add color to the clothing like some of the artists’ signatures. What's more, those vintage clothes with a trademark can always sell for better prices. "We like to complain about trademarks, but we all secretly love them," he said.

Non-traditional designer brands can be seen as another special case. Think of Martin Margiela's pure white label, Stella McCartney's metal Chain, Peggy Jennings's lace, and Rick Owens' two grey ribbons.

Ken Downing, Neiman Marcus’s fashion director, said: “A lot of designers are not enthusiastic about Logo, but the design of a unique brand has opened up a new dialogue with consumers. The trademark is like a secret from the 'inside'.”

Owens thinks that his trademark is an expression of art: “It is very important to me to set up a personal and private communication bridge between what I do and who I respond to.”

Mr. Graff, who even loves to untied the label, has “little mercy” on his Burberry suit and retains the brand's iconic checkered trademark because he thinks it is a “unique design element”.

50-year-old handbag designer Marcia Sherrill lives in New York. She said that when she saw the trademark before putting on her clothes, she felt that some "emotional bond" was being established. She said, "Seeing the mark of Givenchy or Yves Saint Laurent, I realized that the little girl who came to the big city from Alabama was doing a good job."

Of course, these inner games can not prevent her from using Band-Aids to cover the trademark to prevent scratching the skin.