According to a data collection by the digital wholesale platform Joor, the minimalist trend ‘Quiet Luxury’ is still on the rise and the general trend towards logo-free fashion is unbroken. While luxury items with sometimes very visible or even all-over logos have been en vogue for years, this trend now seems to be saturated in some markets.
Instead, there is a move towards more discreet fashion, which appears to be an extension of changing consumer shopping behavior towards more eco-friendly fashion and more conscious rather than compulsive shopping.
Joor found that online searches for terms like “quiet luxury,” “stealth wealth,” and “old money style” have skyrocketed, comparing orders from retail establishments over the period January 1 to May 15, 2023 those in the same period last year.
“Joor’s most recent data confirms the ‘follow-on effect’ of ‘Quiet Luxury’ replacing logos, particularly at North American and European retailers. While the logo isn’t dead, it’s taking a backseat in favor of a luxe, unbranded look that’s subtle, understated, and puts the wearer first. The significant increase in wholesale orders and transaction volume at Joor from some of the world’s best ‘Quiet Luxury’ brands confirms this trend,” comments Joor CEO Kristin Savilia in a statement.
Retailers are ordering fewer logo products
The results are clear: in 2023, retailers purchased 22 percent fewer branded product units than in the same period last year, even as the volume of branded products offered by brands increased by 32 percent.
“This shift in ordering behavior was most evident in North America, where retailers saw a huge 43 percent drop in orders for logo products, followed by EMEA, where retailers saw a 16 percent drop,” said Joor.
The digital wholesale platform also noted that retailers in the APAC region have not yet been caught up in the global trend to the same extent: “The appetite for logo products has continued in this region, with retailers in APAC up 8 percent more units than last year – showing that branded products are currently more popular there than in other regions.”
Joor further analyzed the logoless trend and looked at the growth of brands that embody the ‘Quiet Luxury’ aesthetic. “Orders from 15 representative luxury brands on Joor, including The Row, Lemaire, John Lobb, Sease, Valextra and Johnstons of Elgin, saw a 6 percent increase in the number of orders and a 22 percent increase in wholesale transaction volume in 2023 compared to 2023 last year,” concluded Joor.