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Stealth Weatlh

Death of the Blatently Obvious LV Logo Handbags

— October 13, 2006 — Fashion
Let me tell you something I hate: the fact that so many women sport an LV purse with the same brown and tan pattern. To me, the ubiquitous Louis Vuitton pattern screams 'follower'. Luckily, the trend is changing. Evidence is surfacing that the stealth handbags (with no visible logo) are on the rise. The handbag shown is the new Louis Vuitton Turenne. Hopefully, this new trend of stealth wealth will prevail and I can see more variety in the street.

From the Boston Globe:
For as long as she can remember, Jessica Lennon coveted a Louis Vuitton "Speedy" handbag. When she was finally able to get her hands on one, she wanted to shout it from the rooftops. However, instead of buying the brand's most distinctive monogram-splashed bag, she opted for a less obvious one with an almost invisible logo.

"I feel more unique than every other fashionista carrying bags with the `LV' logos all over them," said Lennon, a 22-year-old ``alpha shopper" from New York. "But at the same time, when I'm walking down the street, everyone still knows my bag is a real Louis Vuitton."

Today the cachet of owning a luxury brand no longer comes from signature logos but by being able to identify signature designer details -- whether it's the precious metal on a handbag, the lush fabric of a dress, or the sole color of a shoe, fashion insiders say. The premise here, they say, is that if you're truly among the fashion elite you don't need labels or logos to showcase your style and wealth. The new mantra is: If you've got it -- don't flaunt it. (BOSTON GLOBE)
Trend Themes
1. Stealth Wealth Trend - The new trend of stealth wealth is on the rise as people look for unique luxury items without visible logos.
2. Designer Details Trend - Today, being able to identify signature designer details is more important than owning luxury brands with visible logos.
3. Anti-label Trend - The new mantra is: if you've got it don't flaunt it, as people choose to showcase their style and wealth through subtle details instead of logos.
Industry Implications
1. Luxury Fashion Industry - Luxury fashion industry can benefit from this trend by introducing unique designer items without visible logos, catering to the growing demand of stealth wealth.
2. Accessory Industry - Accessory industry can benefit from the designer details trend, by focusing on the quality of materials and subtle design elements, creating unique items to establish a distinct brand identity.
3. Marketing and Advertising Industry - With the rise of stealth wealth trend, marketing and advertising industry can explore creative ways of showcasing luxury items without visible logos and establish brand identity through designer details.
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