Burberry Fashion Garments

Group: On Point

Shakir Akbari Santosh Chandy Jon Junaid Nicole Stroh

Marketing 555 Summer Session II Dr. Roger Baran

“Burberry: so delightfully British”. English elegance is said to be symbolized by one brand more than any other, Burberry, and its trademarked check. The creator of gabardine offers men, women and children a range of clothing and accessories that have embodied a certain idea of luxury, of an English lifestyle, since 1865. Since the hiring of Rose Marie Bravo as Burberry's CEO in 1997, the famous brand has based its image on this concept in order to make the most of its heritage, after a time of uncertainty in the face of newcomers to the fickle world of fashion. Burberry was founded in 1856 when 21 year old Thomas Burberry, a former apprentice to a country draper, opened an outfitters shop in Basingstoke, England. The Burberry check was introduced as a lining to its trenchcoat in 1924, which was immortalized by Humphrey Bogart in Casablanca and Peter Sellers in The Pink Panther. Soon the red, camel, black and white check became synonymous with Burberry. Burberry also played an important part in adventure, producing specially designed garments for aviators and expitiditionists. By 1997, a new management team led by Bravo began to revitalize the brand with new design collections, new product ranges and a new advertising campaign. This team had the challenge of maintaining the company and product image across a large customer base, while entering new product categories and expanding distribution. With Bravo in charge, the brand known for its heritage, history and craftsmanship has become one of the most popular and desired luxury brands. Now it is worn not only by royals and aristocrats, but by celebrities and rappers. The older customers started with the scarf and trench coat and now their children and the other people see it as a status symbol. In spite of a hostile economic climate, the company has maintained its core customers, and the...