Lesley Stahl is the correspondent. For many of us, summer means a new pair of sunglasses.
Burberry is an international luxury brand. Its globally recognized name, trademark, and signature trenchcoat have been synonymous with quality and enduring style for over years. History of Burberry Ltd.
The Burberry name is virtually synonymous with the tan gabardine raincoat pioneered by the company more than years ago. An icon of classic clothing, Burberry has utilized licensing and brand extensions to appeal to a younger generation of fashion-conscious customers.
A sportsman, Burberry was dissatisfied with the then-popular rubberized mackintosh raincoat, which was heavy, restricting, and stifling, and thus unsuitable for extended outings. Although sturdy and tear-resistant, this "Burberry-proofed" cloth was lightweight and allowed air to circulate, making it considerably more comfortable than the heavy mackintosh.
The tailor trademarked his cloth "Gabardine," a Shakespearean term that referred to shelter from inclement weather. Burberry developed five different weights of gabardine: Burberry was a shrewd marketer, employing trademarking and advertising to great benefit.
Having used a variety of labels to distinguish its garments from imitations, the company registered the "Equestrian Knight" trademark inan insignia used continuously through the mids.
Also employed in the corporate logo, this image represents several Burberry ideals. Burberry garments Burberry ceo interview enjoyed a loyal following among royalty and celebrities around the world ever since. The Prince of Wales. Considered a "rite of passage" by some commoners, a Burberry coat was a prerequisite to a first job interview.
New Products for the New Century By the turn of the century, Burberry offered an extensive line of outerwear for both men and women.
The company designed hats, jackets, pants, and gaiters especially for hunting, fishing, golf, tennis, skiing, archery, and mountaineering.
Balloonists and early aviators wore specially made Burberry garments that let neither wind nor rain penetrate. Captain Roald Amundsen, Captain R. Scott, and Sir Ernest Shackleton wore Burberry clothing and took shelter in Burberry tents on their expeditions to the South Pole in the s.
Burberry established its first foreign outlet in Paris in and soon had retail establishments in the United States and South America. It exported its first shipment of raincoats to Japan in It was World War I, however, that brought widespread acclamation and fame to Burberry.
First worn by high-ranking generals during the turn of the century Boer War in South Africa, the Burberry coat soon was adopted as standard issue for all British officers.
With the addition of epaulets and other military trappings, the garments came to be known as "Trench Coats," so named for their ubiquity and durability through trench warfare. It was returned to me a week later, having been in the sea for five days.
I have worn it ever since and it is still going strong. Rainwear became so important to Burberry that the company soon whittled its lines down to little more than trench coats and tailored menswear for much of the 20th century. This experiment eventually led to the introduction of the cashmere scarf, also a perennial best-seller.
By the s, Burberry offered six different umbrella models and scarves in eight color schemes. Overseas sales continued to grow by double-digit percentages in the early s. Realizing that "A fine tradition is not in itself sufficient today," Burberry sought to broaden its appeal to a younger, more fashion-conscious female clientele.
The collection emphasized more casual sportswear, as opposed to career wear. Although it continued to manufacture 90 percent of its merchandise in British factories, Burberry also started licensing its name, plaid, and knight logo to other manufacturers.
By the mids, the Burberry name added panache to handbags and belts, throw pillows and boxer shorts, cookies and crackers, and fragrances and liquor. Childrenswear, stuffed toys, watches, handbags, golf bags, and even a co-branded VISA credit card sported the Burberry check.
Focus on Strengthening the Burberry Brand in the Late s Despite diversification efforts, it became clear to company management that the Burberry brand did not have the spark it once claimed.
Her expertise in brand management fit in with company plans to strengthen the Burberry brand throughout the United States and Europe. Bravo began focusing on product and design development and hired creative director Roberto Menichetti to head up this initiative.
While the company focused on positioning itself among leaders in the fashion industry, it began facing problems caused by its over-dependence on Asian customers. Sales decreased by 7 percent in and profits tumbled in its retail and wholesale sectors due to the Asian economic crisis.
As a major exporter, Burberry also was hurt by the strength of the pound. The company also began to slow down its shipments to the Asian grey market--a market in which its products were sold cheaply or re-imported back to Europe and sold at a discount--and shut down three production facilities in the United Kingdom.28 Nov , pm Gucci unveils limited edition Nick Waplington photo book 'Blind For Love' documenting its Westminster Abbey Resort show.
Ahrendts is often credited with turning the flailing Burberry brand around; in her seven years as CEO, she tripled the company’s market value. She is now Apple’s highest-ranking woman, in charge of about 50% of the company’s workforce: 65, retail employees, in addition to real estate, operations, contact center, and online store teams.
Oct 15, · Burberry CEO Angela Ahrendts will join Apple as head of retail and online stores in mid What to expect from Riccardo Tisci's Burberry. Next month Italian designer Riccardo Tisci will unveil his vision for Burberry with his first London Fashion Week catwalk show as .
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