Burberry, the iconic British luxury fashion house, has a rich history dating back to 1856 when it was founded by Thomas Burberry. Over the years, Burberry has become synonymous with classic designs, impeccable craftsmanship, and timeless elegance. From the invention of gabardine to the evolution of the signature trench coat, Burberry has solidified its place as a global fashion powerhouse. In this article, we will delve into Burberry's brand history, explore the reasons behind the decision to leave Prorsum, examine the brand guidelines, identify the target market, analyze the rebranding efforts, and highlight what makes Burberry truly unique.
Brand History: Invention of Gabardine and Signature Trench Coat Design
One of Burberry's most significant achievements is the invention of gabardine, a durable, water-resistant fabric that revolutionized the fashion industry. Gabardine was patented by Thomas Burberry in 1888 and became the foundation of Burberry's iconic trench coats. The trench coat, with its distinctive check lining and double-breasted design, has been a staple in the brand's collections for over a century. The trench coat is not only a symbol of British heritage and craftsmanship but also a versatile and timeless piece that transcends trends and seasons.
Why Burberry is Leaving Prorsum
In 2015, Burberry made the strategic decision to discontinue its high-end Prorsum line, which was known for its runway collections and avant-garde designs. The move was part of Burberry's efforts to streamline its brand and focus on its core products, particularly the iconic trench coat and accessories. By consolidating its offerings and simplifying its brand architecture, Burberry aimed to enhance brand coherence and appeal to a broader customer base.
Burberry Brand Guidelines
Burberry's brand guidelines are centered around heritage, innovation, and authenticity. The brand is committed to preserving its British heritage while embracing modernity and creativity. Burberry's iconic check pattern, trench coats, and accessories are key elements of its brand identity, reflecting timeless elegance and luxury. The brand guidelines emphasize quality craftsmanship, attention to detail, and a commitment to sustainability and ethical practices.
Burberry Target Market
Burberry's target market encompasses discerning consumers who appreciate luxury, quality, and heritage. The brand appeals to a diverse demographic, including fashion-forward individuals, celebrities, and affluent customers who value classic designs with a modern twist. Burberry's target market is global, with a strong presence in key markets such as the United States, Europe, Asia, and the Middle East. The brand's aspirational image and prestigious reputation attract a loyal following of fashion enthusiasts and trendsetters.
Why Burberry Rebranded
In 2018, Burberry underwent a major rebranding effort led by Chief Creative Officer Riccardo Tisci. The rebranding was aimed at modernizing the brand, attracting a younger audience, and revitalizing its image. The new logo and monogram designed by Peter Saville marked a significant departure from Burberry's traditional aesthetic, signaling a fresh and contemporary direction for the brand. The rebranding initiative also included collaborations with streetwear brands and influencers to expand Burberry's reach and appeal to a new generation of consumers.
What Makes Burberry Unique
Burberry's uniqueness lies in its ability to seamlessly blend tradition with innovation, heritage with modernity. The brand's timeless designs, such as the trench coat and check pattern, have stood the test of time and remain relevant in today's fast-paced fashion landscape. Burberry's commitment to quality, craftsmanship, and sustainability sets it apart from its competitors, reflecting a deep sense of responsibility towards both the environment and society. Additionally, Burberry's collaborations with artists, musicians, and creatives bring a fresh perspective and energy to the brand, further enhancing its uniqueness and appeal.
Burberry Rebranding Case Study
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