It is reported that Massimo Dutti is the second brand of Inditex Group to replace Logo this year. At the end of January this year, ZARA, another well-known brand of the Inditex Group, also replaced the new logo.
According to the WeChat public number "Fountain Fashion" on February 24th, the Inditex Group recently updated the brand's logo in the Massimo Dutti official app, transforming the classic shield logo into more interlocking "M" and "D". Small circle. The letter "M" is presented in a sans serif font, while the "D" retains the classic look.
According to public information, Massimo Dutti was established in 1985. Currently, the stores are located in 75 countries around the world, with more than 790 stores. The brand is dedicated to providing high quality international fashion for men and women. The collection includes elegant and fashionable urban fashion and leisure. Casual wear.
It is reported that Massimo Dutti is the second brand of Inditex Group to replace Logo this year. At the end of January this year, ZARA, another well-known brand of the Inditex Group, also replaced the new logo. Although Zara retains the original Serif serif font, the letters become more slender and compact. At present, Zara's official website, Instagram, Twitter account and the logo of the brand's domestic Weibo, WeChat official account and Tmall flagship store have all been replaced.
It is reported that this is ZARA's replacement of the logo again after eight years. Some analysts said that ZARA's move reflects the brand's anxiety about the bottleneck of development. In the future, ZARA will transform into a higher-end market. According to relevant data, in the first half of the fiscal year ended July 31, 2018, ZARA sales increased by 2.2% year-on-year to 7.91 billion euros, while the increase in the same period of 2017 was 11%. Obviously, Zara's performance has been slowing sharply. .
It is worth noting that in the first half of the fiscal year ended July 31, 2018, Massimo Dutti's sales increased by 2.5% year-on-year to 811 million euros, an increase of 10% in the same period in 2017. It can be found that, like ZARA, Massimo Dutti is also facing bottlenecks in performance growth, and revenue growth has slowed significantly.
In the past, fast fashion brands quickly seized the apparel market with low prices, rapid changes, and providing consumers with fashion trends. However, younger generations such as 80s and 90s gradually rose, and they preferred personalization and fashion. Consumption, fast fashion brand advantage is no longer. ZARA and Massimo Dutti changed their logos one after another. In addition to trying to get rid of the unchanging “old cake feelingâ€, they also wanted to use a “younger†image to close the distance between themselves and consumers.
Source: Win Business Network Author: Chen Qiqi
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