High-end handbags are considered an aspirational brands, with consumers paying a hefty premium for its label. The anti-branding trend pans across generations. Sales of handbags with no visible logo were highest amongst those aged 50 and older, but the phenomenon gained the most traction with Generation Z – those aged 17 years and under – whose unit sales of handbags with no visible logo rose 8 percent year on year.
Cohen suggested that “it comes down to the product itself and its relationship with the consumer.” For Cohen, shoppers want to “pick a personality, then pick the components.”
