Burberry Business Strategy

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On Burberry…
The brand, the business & luxury branding
#1: Brand Identity
Brand Heritage

Thomas Burberry was an 21 year old apprentice to the country drape when he decided to open his own store. Burberry was thus founded in 1856, in Basingstoke, Hampshire, England. Business thrived and by 1870 Burberry became known for it’s outdoorwear.

In 1879, Thomas Burberry invented gabardine – a breathable fabric made using an innovative process whereby the yarn was waterproofed before weaving. This fabric was not only water-resistant but also extremely durable. A patent was taken out in 1888.

Burberry was the original name, but then the company soon switched to using the name Burberrys, after many customers from around the world began calling it Burberrys of London.

Burberry is now a leading luxury brand with a global business. The brand is carried in boutique stores and franchises across the globe while overseeing a fashion catalog, a fragrance and cosmetic line.

The Burberry brand is defined by its authentic British heritage and is globally recognized by the iconic trench coat, trademark check and Prorsum horse logo. 257 years after its founding, Burberry still stuck by its founding principles of quality, function and modern classic style, rooted in the integrity of its outerwear. BRAND HISTORY TIMELINE

1856: Opening of First Burberry store

1866: Invention of Gabardine, the water-resistant, durable and breathable fabric

1888: Opening of emporium in the Haymarket, London, which still stands today as Burberry’s headquarters

Olden day Burberry store, known as "Burberrys"

1911: Outfitters for Ronald Amundsen, the first man to reach the South Pole, and Ernest Shackleton, who lead an expedition to cross Antarctic

Burberry's quality was rooted in it's beginnings where it made outerwear fit for the extremes.

1914: Creation of the modern day “trench coat”

1920: Creation of the iconic Burberry check...
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