We've long seen brands splashing their branding across apparel, for some it is their signature style - think Supreme and Superdry for reference. A logo and strong branding can make or break a brand, becoming recognisable world over and being worn like a badge of honour by the wearer...a sort of status symbol if you will. And whilst some brands have quite literally made their mark through this type of branding, many luxury and fast-fashion retailers have steered clear of it, opting instead for producing collections based on ever changing seasonal trends. However this season, there has been a shift. Countless designer and high-street brands have been emblazoning their brand name across t-shirts and sweatshirts, something which we haven't really seen on this scale before from typically more trend driven retailers. On a recent comp shop along Oxford Street, I lost count of the number of brands who were proudly displaying their branded wares on mannequins - Zara, Mango and River Island to name but a few. Typically with branding, it opens up a whole world of marketing opportunities especially with luxury brands. Whilst the average consumer is unlikely to be able to afford a Versace dress, they could perhaps save and push the boat out and purchase a Versace branded tee at around the £200 price mark. For many this purchase would still be considered a 'splurge' but it allows the consumer to tap into the market of their favourite designer and feel 'on brand'. So it's quite surprising that lower price point high-street retailers have been getting in on the action too. Typically the average high-street consumer is not as loyal when it comes to shopping, opting for which store has the best version of the catwalk trends rather than having brand loyalty for quality or brand ethos. I'm not too sure if wearing a Zara branded t-shirt carries quite the same kudos as a Balenciaga branded one, but where the catwalk leads the high-street will follow and that is what we have seen this season. Also good to note, is that this trend has very recently been seen on the catwalk at NYFW, for Fall 19, proving it shows no sign of slowing down anytime soon. Calvin Luo and the wonderful Rodarte both showcased runway pieces with their brand name strewn all over in inventive fonts and graphic patterns.
1. Long-sleeved jersey top - Balenciaga £445
2. Black t-shirt - Zara £12.99
3. White t-shirt - Desigual £44
4. Long-sleeved cropped jersey - River Island £14
5. Black t-shirt - Burberry £220
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