History

• Founded in 1856 by Thomas Burberry in Basingstoke, England

• Innovative in fabric and outwear design

• 1895 Burberry develops a coat for British officers during the Boer War: early trench

• 1914 Epaulettes and „D“ rings are added: Birth of the trench coat

• 1955 Burberry was awarded a Royal Warrant by Queen Elizabeth II

Corporate Identity

• 1901 The Equestrian Knight trademark appeared for the first time

• Latin word `Prorsum`, meaning forwards

Corporate Identity

• 1920 The Burberry Check, registered as a trademark, was introduced as a lining to the trench coat

• It was later used for a broad variety of accessories and clothes and became more symbolic as the actual logo

The 90s: First Repositioning

• 1997 To overcome retail problems, Burberry repositioned itself through new design, merchandising and marketing strategy

• Strong focus on the Burberry Check

• Broader product line, focus on younger target group

• Kate Moss as new testimonial: instant accessiblity

Image Problems

• Burberry became mainstream culture, threatened to lose its luxury image

• Check became ubiquitous

• Kate Moss: not upmarket

• Became popular with British football casual cult, associated with chavs and hooligans

• Pubs started to ban people dressed in Burberry

Recapturing the luxury market

• Baseball Caps removed from sale

• Reduced visibility of the Burberry Check

2001: 20%

2004: <5%

• Kate Moss got replaced by Rachel Weisz: Upper Class, sophisticated, elegant

A new era

• New Creative Director: Christopher Bailey

• Focus on sub brand/catwalk label Burberry Prorsum

• 2009 Return to LFW for the 25th anniversary of the British Fashion Council: celebration of Britishness, pushing London as fashion hotspot

• New testimonial: Emma Watson is appealing to young, but upscale target group

Embracing Social Media

• Burberry has a sophisticated digital strategy

– Youtube channel

– Facebook fanpage

– Twitter Account

• Engaging younger customers with the brand

• Giving them a unique insight/background information

• Using the opportunity of feedback

Art of the Trench

• Social media website focused on trench coats

• Scott Schuman (The Satorialist) takes pictures of street style trench coats

• Inspiration how to wear it

• Users can rate the pictures and even submit their own

Front row seats for everyone

• Burberry was the first to live stream fashion shows online

• Autumn/Winter 2010 show the first ever to be live streamed in 3D: parties in 5 different locations

Democratization of luxury fashion, but for a more targeted audience

Questions?