Trend analysis: luxury leather goods play the understatement card

The world of luxury too is veering towards understatedness, at least in terms of leather goods. Large logos and bright colours are out, and the handbag collections of the leading luxury houses are playing the discretion and understatement card. This is one of the effects of the ‘quiet luxury’, or ‘silent luxury’ trend which, according to Retviews, the data analysis solution by digital consulting firm Lectra, is responding to a specific demand by today's consumers, keener on minimalism amidst the prevailing global economic uncertainty.

According to Retviews data, the assortment for the vast majority of the most directional luxury labels is favouring neutral shades, primarily black, especially for Prada and Gucci, but also grey, beige, brown and white. And while Jacquemus too has gone for neutral shades, light colours are predominant. Hues like pink and blue respectively account for 12% and 17% of the overall assortment.

In terms of luxury labels’ assortment on the European market, the data published by Retviews has underlined the importance of accessories, which account for a 35% share of the range for Gucci, a 21% share for Bottega Veneta, and a 57% share for Hermès. The figures also showed that on their e-shops, luxury labels only feature a selection of their leather goods range, aiming to reinforce the perception of exclusivity, like Hermès with its Birkin handbag.

Price-wise, almost all the handbags by the top luxury labels retail for over €1,000, with an average price between €2,000 and €2,500, except for Hermès, where 58% of the range is priced over €3,500. According to Retviews, Prada has the most “affordable” prices, with 5% of handbags retailing between €500 and €1,000, and 10% between €1,000 and €1,500. Among them, the Re-Edition 2005 model, made of Re-Nylon, a recycled nylon fabric. This price positioning is one of the reasons for the huge success the model enjoyed last year, attracting a new type of customer.

Notably, between May 2021 and March 2023, the price of Prada's Re-Edition 2005 Re-Nylon grew from €1,100 to €1,450, a 32% increase. As well as raising the price, Prada also expanded the range of colours available. The price of Bottega Veneta’s Teen Jodie handbag also increased by 32% between December 2021 and June 2023, from €2,200 to €2,900.

Another indication that understatement is trending is the fact that logo-less handbags are now more expensive than those bearing the label's name. According to Retviews, this also means that luxury labels are targeting a connoisseur audience, heading towards an even higher degree of exclusivity.

Trend analysis: luxury leather goods play the understatement card

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