Herno placed a small logo on the rear side of the hood for its Strap Hood Down Padded Jacket and on the rear side of the neckline for its Glossy Dia Goose Down Padded Jacket. (Photo: a screenshot from S.I.VILLAGE website)
SEOUL, Nov. 24 (Korea Bizwire) – Fashion brands producing short puffer jackets are adopting various strategies for their logos. Some brands have enlarged the size of logos and placed them in front, while others have minimized logo size, following the old-money look trend.
To capitalize on this year’s short puffer jacket fever, various fashion brands in and outside of Korea are releasing a variety of new models while seeking differentiation with various types of logos. According to industry sources on Thursday, major luxury brands are embracing the old-money look trend for this season’s new short puffer products, using color and premium materials as a point for their hidden logos. The old-money look refers to the fashion trend that emphasizes subtle elegance instead of using flashy colors, patterns, or large brand logos.
A prime example of a luxury fashion brand adopting the old-money look trend is Herno, which placed a small logo on the rear side of the hood for its Strap Hood Down Padded Jacket and on the rear side of the neckline for its Glossy Dia Goose Down Padded Jacket.
Short puffer jackets from ba&sh, Patou, and Jillstuart New York, promoted by LF, also do not highlight logos and instead use glossy materials or a variety of colors for differentiation. (Image courtesy of LF)
Short puffer jackets from ba&sh, Patou, and Jillstuart New York, promoted by LF, also do not highlight logos and instead use glossy materials or a variety of colors for differentiation. New Balance reduced the logo size for its active lightweight goose down and emphasized a subtle silhouette this year. With this strategy, the sales of its Active Lightweight Goose Down Jackets jumped by 250 percent compared to last year.
In contrast, sports and outdoor brands are releasing a string of puffer jackets employing the ‘logo play’ strategy that highlights logos. The Pump Down Jacket, released by Reebok in collaboration with Lee Hyori, features a large Reebok logo on the front with an ample silhouette. Reebok officials mentioned that sports and outdoor brands tend to highlight the signature of brands with logo-highlighting designs. Sales of Pump Down Jackets are increasing rapidly as the cold season begins in earnest this month.
Fila’s Milano Down Collection, released this season, also features a trendy look by displaying the company’s logo on the sleeve.
Ashley Song (ashley@koreabizwire.com)
