Posts Tagged ‘ british ’

Pull your act together, God…

“Seriously God, I love you and bow my head in reverence to you, and I totally respect your omnipotence and all-pervading nature, but I’m pretty sure I speak for the majority of the UK public when I ask – What kind of summer is this?!”

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The Equestrian Knight

So, it’s finally here. The show of all shows. The glitz. The glamour. The extravagance. The hairdos. The people. The names. And the fashion. London Fashion Week. The country that gave fashion both miniskirts and Savile Row continues to push and skew style extremes.

On one side: the lady-like, oh-so-wearable looks of long-established brands like Aquascutum and Pringle of Scotland.

On the other: the street-smart, cutting-edge looks of the young designers that London’s highly regarded design colleges churn out each year.

And then there’s Burberry. The quintessential British fashion house. The inventor of trends and dresser of the noble. Chic, modern, stylistic and customary. The clothes that speak a poet language; powerful and punchy, yet subtle and distinguished.

Over Burberrys 150 year history, it has seen itself become an integral part of British society and heritage. Its relations with the monarchy, and historic associations have helped build a luxury brand which thrives on its distinct British sensibility, strong international recognition and differentiating brand values that resonate across multi-generational and dual-gender audiences.

However, in the last two decades, the brand began to lose its prestigious qualities as well as its core customers, who no longer saw Burberry as an ‘elite’ brand for the wealthy, ‘honourable’ folk. Competition from the Gucci group, and Versace became more and more intense. They were consistent, high quality and very much design led and customer focused, therefore redefining the designer brand and taking the term ‘elite’ to a new forefront.

As a result, Burberry has been in a process of re-inventing their brand and image with a more design-led focus, and developing a more up-market, elite brand. This has been driven by Burberry stopping production of certain products which are predominantly consumed by ‘undesired’ clientele, and decreasing the use of the visible check on their clothing. New advertising campaigns and distribution networks have allowed Burberry to evolve their image into what they feel is best for the brand. This has been complimented with the use of certain celebrities, and the imagery and meanings they depict.

This was led by the arrival of leading designer Christopher Bailey, a bespoke range for the ultra exclusive clientele, and the introduction of Burberry to the catwalk. By implementing such changes what Burberry have achieved is to attract premium buying consumers through an elite brand and design-led portfolio, and also a somewhat price diffused range to help maintain a sustainable level of growth, while maintaing exclusivity.

And today, Burberry is back. Back to its very best.

This complete transformation, and evolution of this quintessential British fashion house comes full circle this coming Tuesday at London Fashion Week. The Burberry Prorsum Show will undoubtedly be a powerful and poignant moment for the brand that yet again stands tall and very proud.

Well done Burberry.