More companies are recognising the growing trend towards ‘no logo’ branding.  Following in the footsteps of ‘Revolver’ who minimized its logo identity to Japanese ‘passionate extremists’ , Louis Vuitton’s 2013 Autumn/Winter collection  showed a range where the LV house signature monogram and chequered Damier canvas were absent and replaced by an increased use of animal skins such as fur, crocodile, python and marabou.  According to Gemma Hayward (Paris Fashion Editor for The Independent, March 2013) ‘no logo was to be seen from the label famed for making such things fashionable’. This suggests consumers may be moving away from a socially comparative relationship with brands towards a more internalized relationship were only they are aware of the ‘superiority’ of the brand adopted.