Why are brands putting an emphasis on logos again?

In July 2016, a rumour was whispered in the fashion world, claiming that Bernard Arnault was disappointed with the results of Nicolas Guesquière who had done wonders at Balenciaga. Guesquière had replaced Marc Jacobs as the head of Louis Vuitton with the mission to breathe its “premium” aura back into the leather goods maker. The rumour was false, with the proof being that Guesquière is still there. However, it was true that the figures for Louis Vuitton were disappointing: the star brand experienced a fall in growth in Asia.