Are you sure you choose the outfit based on your tastes and not on the brand? In Milan, in via Torino 60, it was inaugurated Yolo (acronym of «You only live once», «You only live once»), the first Italian unbranded store. And the principle on which it is based is precisely this: free the shopper from the conditioning of the label.
Indeed, from the dresses in the assortment – which are a selection from the collections of over 100 Italian and international brands – the labels are removed before being put on sale. Prices are much lower than what you would pay if the garments still had the label, and start at 9 euros.
The philosophy of the store is a response «to the change of course that is taking place in the fashion world, where the new generations and the most advanced fashion enthusiasts say goodbye to logomania by looking for a more unique and personal style», reads the store’s website, «not necessarily linked to the presence of a brand, and where the logo is seen as an element of homogenization rather than being considered a plus».
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Even the name chosen for the store says a lot about the basic idea: the Yolo (a term popularized in 2011 with the song The Motto by Canadian rapper Drake) Economy is a current of thought that has spread among Millennials, who feel frustrated at the idea of working to produce and consume, and are looking for valuable new experiencesthat enrich them.
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Each of the items for sale is part of current collections, from previous seasons or from prototypes for future collections. «You don’t pay for brand awareness» – is written at the entrance to the store, a location organized on several levels, very neat, pop, colored in pink and blue and “instagrammable” – «but only the value of the garment, thus buying it at a lower price».
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Source: Vanity Fair
I’m Susan Karen, a professional writer and editor at World Stock Market. I specialize in Entertainment news, writing stories that keep readers informed on all the latest developments in the industry. With over five years of experience in creating engaging content and copywriting for various media outlets, I have grown to become an invaluable asset to any team.
