Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)
Issue link: https://sct.epubxp.com/i/753030
38 S C T / D E C E M B E R 2 0 1 6 Boho Nation sells casual apparel with an air of rebellion By Beth Mattson-Teig Hippie chic R ick Sarmiento knows something about building a successful apparel company. As founder and former CEO of White House Black Market, he acquired experience he can apply to the launch of his Boho Nation concept. The term "boho" is short for "bohemian" — and hence the name of Sarmiento's new chain, which sells bohemian-style women's clothing and accessories. Though there is nothing new about bohemian fashions — comfortable, loose-fitting garments with bold >> LIGHTENING UP ON LOGOS Logos are not the status symbols they used to be. One-third of the handbags purchased in the U.S. in the 12 months up to this past June did not have a visible logo, according to consumer data research firm The NPD Group. The sales of handbags without a visible logo increased their share of the market in the past year, and this is a style trend that is crossing generations, according to Marshal Cohen, the firm's chief industry analyst. "Consumers are becoming less focused on image and more focused on individuality — especially the younger generations," he said. "While the cachet of designer logos is still relevant for many, the days of consumers looking to be a part of a designer or brand movement are waning in favor of their desire to find the style and function unique to their personality and lifestyle." Sales of handbags with no visible logo were highest among the older generations, but gained more traction with younger consumers as well. GEN Z UNDER 17 0% 10% 20% 30% 40% MILLENNIAL 18–24 MILLENNIAL 25–34 GEN X 35–49 BABY BOOMER 50–69 70 PLUS 0% 10% 20% 30% 40% 0% 10% 20% 30% 40% 0% 10% 20% 30% 40% ➡ ➡ ➡ ➡ +8 PTS ➡ ➡ 0% 10% 20% 30% 40% ➡ ➡ 0% 10% 20% 30% 40% % OF UNIT SALES OF HANDBAGS WITH NO VISIBLE LOGO AND DIRECTION VS. PRIOR YEAR S T O R E F R O N T S