Burberry
Burberry is a British luxury fashion brand known for its iconic trench coat, distinctive Burberry check pattern, and high-quality outerwear. Here's a detailed look into its history and context:
History
- Foundation: Founded by Thomas Burberry in 1856 in Basingstoke, England, as a shop dealing in outerwear.
- Invention of Gabardine: In 1879, Thomas Burberry invented gabardine, a durable, weather-resistant fabric that became the basis for the brand's renowned trench coats.
- World War Contributions: During World War I and World War II, Burberry provided officers with trench coats, which became synonymous with military style.
- Post-War Era: After the wars, Burberry began to expand its offerings beyond military wear into fashion, including women's and men's clothing.
- Brand Expansion: The 1980s and 1990s saw Burberry expanding into accessories, perfumes, and sunglasses, reinforcing its position as a luxury brand.
- Modern Era: The early 2000s brought a revitalization under Rose Marie Bravo, who was instrumental in repositioning the brand for a younger, more fashionable audience. The check pattern, previously associated with lower-end products, was reintroduced as a high-end fashion statement.
Key Products and Innovations
- The Trench Coat: Burberry's most iconic product, known for its classic design, durability, and versatility. It became a symbol of British fashion and style.
- Burberry Check: The tartan check pattern, which was trademarked in 1924, became a signature element of the brand, appearing on various items including scarves, handbags, and linings.
- Luxury Accessories: Burberry expanded into luxury bags, shoes, and accessories, often featuring the check pattern.
- Perfumes: The brand ventured into fragrances, with scents like Burberry Brit and My Burberry gaining popularity.
- Technology Integration: In recent years, Burberry has embraced digital innovation, including live-streaming runway shows, and integrating augmented reality for product customization.
Notable Milestones
- Royal Warrant: Burberry was granted a Royal Warrant by Queen Elizabeth II in 1955.
- Global Expansion: The brand has expanded globally with flagship stores in major cities like London, New York, Paris, and Tokyo.
- Creative Directors: Notable figures like Christopher Bailey and Riccardo Tisci have led Burberry's creative direction, bringing fresh perspectives to the brand.
Controversies and Challenges
- Brand Dilution: In the late 1990s and early 2000s, Burberry faced challenges with brand dilution due to the overuse of the check pattern on lower-quality products.
- Rebranding Efforts: Under Bravo and subsequent creative directors, significant efforts were made to reposition Burberry as a luxury brand, moving away from the mass-market appeal.
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