Is a manufacturer and marketer of men’s, women’s, and children’s apparel, as well as accessories and fragrances. The Burberry name is virtually synonymous with the tan gabardine raincoat pioneered by the company more than 145 years ago. It all started In 1856 Thomas Burberry, a 21-year old draper’s apprentice. opened a small outfitter’s shop in Basingstoke, Hampshire. England. Thomas Burberry was a true visionary characterized by an entrepreneurial spirit, a sense of adventure and a rare gift for invention.
In 1870 a commitment to quality nd innovation in fabric and outwear design earned Burberry a loyal following. By 1870, the shop had grown to an ’emporium’. In 1880 Burberry invented gabardine. a hardwearing, water-resistant yet breathable fabric, in which the yarn is waterproofed before weaving. The Gabardine was patented in 1888. Now trading as Thomas Burberry ; Sons, In 1891 Burberry opened a shop In the Haymarket, London, which still exists and is the site of Burberry’s corporate headquarters.
In 1895 Burberry developed the Tielocken, the predecessor of the trench coat, which was adopted by British officers during the Boer War. In 1901, the Burberry Equestrian Knight Logo was developed containing the Laun word “Prorsum”, meaning forwards, and registered as a trademark. In 1914 commissioned by the War Office to adapt its earlier officer’s coat for new combat requirements, Burberry added epaulettes and ‘D’ rings, and the trench coat’ was born, and in 1920 the Burberry Check, registered as a trademark, was Introduced as a llnlng to the trench coat In the 1920s.
The black, white, and red pattern known as Haymarket check or the “Burberry classic check” It was not until 1967 that the Burberry Check, was widely used on its wn for items Including umbrellas, scarves, watches and luggage. In the 1990’s the Burberry check because popular with football tans leading to a tarnishing ot the brand luxury Image. However the brand has recently been re-launched with a more youthful image. Around 1955 Burberry was awarded a Royal Warrant by Her Majesty Queen Elizabeth II, and in 1989 a second Royal Warrant was granted to Burberry in 1989 by HRH the Prince of Wales.
In 2000, Burberry operated 58 company-owned stores, and its products were also found in department and specialty stores around the world. 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. The garments’ time and weather-tested reputation for durability helped make them the gear of choice for adventurers of the late 19th and early 20th century. Balloonists and early aviators wore specially made Burberry garments that let neither wind nor rain penetrate.
Also in 2002 Burberry launched its exclusive Art of the Trench’ made to rand with a worldwide distribution network. The Burberry Vision Statement: “The Burberry brand is anchored in the integrity of its outerwear, a tradition that began when Thomas Burberry invented gabardine and continued by Burberry making the coats that would keep Ernest Shackleton, among other adventurers, warm and dry regardless of the extremity of their conquests. Since the beginning of the 20th century, aviators, cartographers, and mountain climbers alike have worn Burberry to expand the boundaries of human experience.
Stake Holder’s & Target Market: -Burberry, plc Burberrys target market is a mass group of professional men and women ranging in ages from 20s-60s and up, with an income of $100,000+ Burberry has also reached out to the masses with a children’s line Burberry currently employees approximately 8,000 people world wide, from office and clerical Jobs, to warehouse and retail positions Burberry is a specialty retailer with dual-distribution in major luxury department stores, such as Nordstrom, Neiman Marcus, Saks Fifth Avenue, Barneys New York, etc.
Inside these department stores, Burberry maintains leased departments, in which he store receives a percentage of Burberry sales Burberry has outsourced manufacturing to the Far East Burberrys competition would be Coach, Ralph Lauren, Prada, and Louis Vuitton, all of which offer great specialty* and shopping products* that are similar in suitability, quality, price, and style. Brand Image: Over the years, Burberry has remained true to their heritage, thus leading to an honest and historical brand image. Burberry is well known for what they were originally established for, the trench coat.
Burberry is a symbol of classic and chic, which simultaneously and seamlessly work together. Any Burberry product, whether it was purchased today, or 80 years ago, the item is a timeless and classic piece for any Fashionista’s closet. Today, Burberry is steering in a new direction; the younger generations, which are trending new fashions on a day-to-day basis. Emma Watson has brought a new and fresh face to the Burberry advertising campaigns, leading to a lush of sales among a younger and edgier target market.
They have now filtrated the youth market by advertising in Teen Vogue and Cosmo Girl, as well as making serious lead way within social networking via Facebook and Twitter. Burberry has since any man, woman, and even children, who are looking for garments made of solidity, quality, and an everlasting timeless look. Burberry Logo: Burberrys logo has been the same since the year 1856. Burberry was known for his invention of making waterproof material-gabardine- and used it to make raincoats, trench coats and Jackets for soldiers in 1901. The invention was a hit and already had big orders for these outfits.
Then logo was a figure ofa knight in armor suit with a flag that reads ‘Prorsum’. The word ‘Prorsum’ means Go Forward. Logo Type: Over the years Burberry has never changed their logotype and they have kept the same print to show their customers that they are loyal and have stayed the same style as their logo in tales. They are always Going Forward. Current State of Burberry: Burberry has come a long way over the years. Targeting the next generation with a new beauty line, a social networking site, digital advertising, and a fashion show webcast that lets consumers order on the spot.
New brand imaging has also proved relevance in the ever growing Burberry brand. In 2010, Burberry came out with a osmetic line. Even though they have always had the famous perfume, they felt like they should reach a younger consumer. Where other designer cosmetic lines failed, Burberrys line thrived, even amidst the tough economic times. In November of 2010, Burberry launched a social networking website, Artofthetrench. com, as a forum for people to share photos of themselves wearing its trench coat. It was all the rage and very successful. Diving deep into social media has engaged millennial.
New digital ad campaigns add interesting twist on a virtual dressing room, which allows viewers to anipulate the models and images to their liking on Burberry. com. It is a very cutting edge and fresh website, even in a challenging retail environment, the brand, founded in 1856, has kept growing. But even as Burberry leaps into the future, it always has one foot planted firmly in the past. The appeal of its 1 54-year-old history can’t be underestimated in a time when every company in the universe that has any heritage, from Sea Breeze to Dockers, is dusting it off and playing it up.