ZARA Sister Brand Massimo Dutti Updated Logo!

According to WeChat public number "door road Fashion" February 24th, recently, Inditex group updated the logo of the brand in Massimo Dutti official APP, spanforming the classic Shield logo to a smaller circle around interlocking M and D. The letter "M" is rendered in sans serif typeface, while "D" preserves the classic appearance.

Public information shows that Massimo Dutti was founded in 1985, and its stores are now in more than 790 stores in 75 countries around the world. The brand is committed to providing high quality international fashion for men and women, including elegant and intelligent urban fashion and casual casual wear.

It is reported that Massimo Dutti is the second brand to replace Logo in Inditex group this year. At the end of January this year, another well-known brand ZARA of Inditex group also changed the brand new Logo. Although Zara preserves the original Serif serif fonts, the letters become more slender and compact. At present, Zara official website, Instagram, Twitter account and brand in micro-blog, WeChat official account and Tmall flagship store Logo have all been replaced.

It is reported that this is ZARA after another eight years to replace logo again. Some analysts said that the move of ZARA reflects the anxiety of the brand in the development of the bottleneck. In the future, ZARA will spanform to a more high-end market. Relevant data show that in the first half of July 31, 2018 fiscal year, ZARA sales increased by 2.2% to 7 billion 910 million euros, compared with 11% in the same period in 2017. Obviously, Zara's performance has been slowing sharply.

It is worth noting that in the first half of July 31, 2018, the sales of Massimo Dutti increased by 2.5% to 811 million euros compared to the same period last year, and 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 down significantly.

In the past, fast fashion brands quickly seized the clothing market by virtue of low price, rapid change and providing consumers with fashion trends. However, the younger generation such as the 80 and the 90s gradually rose. They preferred personalized and fashionable consumption, and the advantage of fast fashion brands no longer existed. ZARA and Massimo Dutti continuously change logo, in addition to trying to shake off the "old cake sense", and at the same time, want to take a "younger" image, to narrow the distance between themselves and consumers. Author: Chen Qiqi