Mr. Shangkong | Fashionistas' logo love affair shows big is beautiful in Hong Kong

It seems bigger is better when it comes to fashion labels and logos in Hong Kong.

You just need to do some so-called window shopping in Central to realise that Prada and Salvatore Ferragamo have got their branding down to an art form when it comes to the Asian consumer.

I have recently become more convinced - particularly when I am in my role as my girlfriend's private fashion consultant - that many fashion labels are making their logos bigger and bigger on everything from shoes to bags.

Take Salvatore Ferragamo as an example. Perhaps just three or four years ago, the brand was trying to maintain a low-profile style in Hong Kong, as you can tell from its old designs, which often included the classic "butterfly tie". It rarely printed the full name of Salvatore Ferragamo on its shoes and bags.

Burberry is another example. Most Asian consumers, including the fast-rising middle class in mainland China, got to know the British label from its classic scarf and windbreaker designs. Today when you drop by Burberry's high-rent stores in Causeway Bay and Admiralty, the thing that quickly catches your attention is not its classic low-profile style any more, but big logos, often resplendent in a shiny golden colour on its bags and shoes.

A friend of mine who has worked and lived in Geneva for many years once told me that you probably would find there are more and bigger Bally stores in Hong Kong than Switzerland, the birthplace of the label famous for its women's handbags and shoes. My friend also reminded me that Asian consumers may also find designs by Bally in Europe too "low-profile" from the perspective of the size of their logos. In Asia the bigger the logo, the more high-profile and attractive it will be. And is not only what Chinese consumers prefer but also Indian people, according to some luxury salespeople.