Check out Quiet luxury trend continues its ascent

June 16, 2023 0 Comments

According to a data survey by the digital wholesale platform Joor, the minimalist trend of “silent luxury” and a global growth in logo-free fashion will continue. While luxury pieces with logos that are sometimes very visible or even superimposed have been in vogue for years, this trend now seems tired in some markets.

Instead, there is a trend towards more discreet fashion that seems to be an extension of the change in consumer purchasing behavior towards greener fashion and more conscious rather than compulsive purchases.

Joor noted that the online search for terms such as “Silent luxury”, “secret wealth” and “old money style””exploded” and compared the purchases of retailers between January 1 and May 15, 2023 to the same period the previous year.

“The latest data from Joor confirm the “successor effect” of “silent luxury” replacing logos, especially among retailers based in North America and Europe. Although the Logo is not dead, it goes into the background of a luxurious, unbranded look that is subtle, discreet and more about the wearer. The significant growth in orders and wholesale volume on Joor by some of the best silent luxury brands in the world confirms the trend,” commented Kristin Savilia, CEO of Joor, in a statement.

Retailers are buying fewer logo products
The results are clear: in 2023, retailers bought 22% fewer units of products with a Logo than in the same period last year, despite a 32% increase in the volume of products with a Logo offered by brands.

“This change in purchasing behavior was most noticeable in North America, where retailers recorded a huge 43% decrease in orders for logo products, followed by the EMEA region, where retailers recorded a 16% decrease,” noted Joor.

The digital wholesale platform also noted that the global trend has not yet affected retailers in the Asia-Pacific region to the same extent: “In this region, the appetite for logo products has continued, with retailers in the Asia—Pacific region buying 8% more units than in the previous year-showing”

Joor then analyzed the trend without a Logo and examined the growth of brands that represent the aesthetics of silent luxury. “Orders from a representative group of 15 luxury brands on Joor, including The Row, Lemaire, John Lobb, Sease, Valextra and Johnstons of Elgin, recorded a 6% increase in the number of orders and a 22% increase in the volume of wholesale transactions in 2023.”was the conclusion.

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