What Are Luxury Brands Really Selling? - The Fashion Law

Imagine for just a minute that Chanel’s quilted bags did not have a double “C” logo placed right at the center. Consider a Goyard tote that was not covered in the interlocking Y’s of its signature Goyardine print, a Gucci bag without the interlocking “G.” Try to think of a Louis Vuitton Speedy or Neverfull bag without the brand’s 100-plus year old Toile Monogram. These largely branding-less bags exist (and oftentimes, are more expensive than logo-ed versions), but would the average consumer pay just as much for these logo-less bags as they would a visibly trademark-bearing alternative? Probably not.

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