South Korean Consumers Go No-Logo

SEOUL — While Chanel might be staging its cruise show here on May 4 and luxury brands continue to court South Korean consumers, it’s clear that many shoppers are shunning logos in favor of no-logo, nondescript casualwear. Young Korean consumers are channeling athletic and clean-cut normcore-inspired looks. These include sweatshirts, sweatpants, mom jeans or skinny jeans with sneakers, letterman jackets, mannish wool coats, toques and tote bags. Nothing here looks vintage, scuffed or even slightly worn. Korean consumers favor fabrics and shapes that are sharp, crisp and one-color, creating an immaculate, almost futuristic-looking version of the trend. Retailers that trade in basics stand to gain in the current climate. Examples include Gap, Hennes & Mauritz, Zara and local brands such as 8 Seconds, Beanpole, Mixxo and A-land. Koreans have even coined their own term for the no-logo “mega” trend. The “Nono’s” of Korea, short for “no logo, no brand,” denote a consumer demographic that focuses on design and value over brand loyalty, and self-expression and identity over status. “The fashion community in Korea is very influenced by Western culture and fashion,” said Chae-yeon Song, cofounder of Styleshare, one of Korea’s largest online fashion communities. “In Korea, there are trends and then there are

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