The name game: investing in look-at-me labels
Clothes and accessories with obvious branding might be back in fashion now but will they be collectors’ items of the future?
While certain brands will command a premium in vintage fashion boutiques, they have, of course, to be the right brand and the right era, writes Emma Firth.
At vintage store Rellik in west London, co-owner Claire Stansfield says: “People will spend a lot of money for something that has a logo on it. Take Chanel costume jewellery from the 1980s – what sells it is the logo. People want someone in the street to be able to recognise instantly what they are wearing.”
At vintage website atelier-mayer.com, founder Carmen Haid says when it comes to clothes and accessories increasing in value, “a logo helps to make an item more sought after and desirable in the long term because people identify with it more easily.” However, she adds that, “it really depends which designer, which year and whether it was in an important collection. One example of something that has increased is the Louis Vuitton Murakami bag, which was limited edition.”
In terms of investing in heavy branding this season, Haid’s advice is to look for “pieces that aren’t too mass produced”.