Thomas Burberry's name is synonymous with luxury, heritage, and enduring style. His legacy, built from humble beginnings, transformed a small draper's shop into a globally recognized fashion powerhouse. This article delves into the story of Burberry's success, exploring the key elements that propelled the brand from its inception in 1856 to its current position as a leading player in the luxury goods market. We will examine Burberry's evolution, including the reasons behind its rebranding, its target market, its unique selling propositions, and the strategic use of influencer marketing.
From Draper's Apprentice to Fashion Icon: The Early Years
In 1856, at the tender age of 21, Thomas Burberry opened his first store in Basingstoke, Hampshire, England. His prior experience as a draper's apprentice provided a solid foundation for his entrepreneurial journey. Unlike many aspiring entrepreneurs, Burberry wasn't content with simply selling existing garments. He possessed an innovative spirit, a keen eye for detail, and a profound understanding of the needs of his customers, particularly those who engaged in outdoor pursuits. By 1870, his store had gained significant recognition, a testament to his business acumen and the quality of his products. This early success laid the groundwork for the brand's future expansion and global dominance.
The Invention of Gabardine and the Rise of Burberry's Iconic Trench Coat:
Burberry's true genius lay in his ability to innovate. In 1879, he invented gabardine, a revolutionary tightly woven, waterproof, and breathable fabric. This invention was a game-changer, particularly for outdoor enthusiasts and the British military. The fabric's exceptional properties made it ideal for creating practical yet stylish garments suitable for various weather conditions. This led to the creation of the iconic Burberry trench coat, a garment that quickly gained popularity among soldiers during World War I. Its functionality and durability cemented its place in history, transforming the trench coat from a practical piece of outerwear into a timeless fashion statement. The trench coat became synonymous with Burberry, becoming a symbol of British heritage and enduring style.
Why is Burberry Leaving Prorsum? Understanding the Rebranding Strategy:
The decision to discontinue the "Prorsum" label, previously associated with Burberry's ready-to-wear collections, was a strategic move aimed at simplifying the brand's identity and streamlining its offerings. The Prorsum line, while contributing to the brand's image, represented a certain segment of its customer base. By phasing out Prorsum, Burberry aimed to create a more cohesive brand identity that resonated across all its product lines, from ready-to-wear to accessories and beauty. This move was part of a larger rebranding initiative designed to modernize the brand's image while retaining its core values of heritage and quality.
Burberry Brand Guidelines: Maintaining Consistency and Luxury:
Burberry's brand guidelines are meticulously crafted to maintain the brand's luxurious image and consistent brand identity across all platforms. These guidelines dictate everything from the use of the iconic check pattern to the overall tone and style of communication. Maintaining consistency is critical for preserving the brand's prestige and preventing dilution of its luxury positioning. These guidelines ensure that all marketing materials, product designs, and customer interactions reflect the brand's heritage and contemporary appeal. The careful management of brand assets is crucial for safeguarding the brand's value and preventing unauthorized use that could damage its reputation.
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