Bain and Company
Is Logo Mania On the Wane in China?
The western world started tiring of designer logos back in the early 2000's, about the time Carrie Bradshaw was packing away her Fendi baguette for good. But for the last decade, the Chinese--who recently surpassed Americans as the biggest consumers of luxury goods--have picked up the mantle of logo-mania. But that may be changing now as the Chinese luxury customers' taste is becoming a bit more discerning.