Trench Coat and Burberry London Burberry

Topics: Burberry, Trench coat, Brand Pages: 15 (2603 words) Published: March 2, 2013
Sujin Jeong Joyce Leung Leysan Gazizova

Summary Summary
• Introduction • History of house • Fashion Style

• Brand transversality
• Brand personality • Brand Identity • Prism • Positioning

Burberry is a global luxury brand with a distinctive British heritage, core outwear base and one of the most recognized icons in the world. Burberry designs, sources and markets appeal and accessories selling through a diversified network of retail, digital commerce, wholesale and licensing channels worldwide.

For the women…
Burberry Prorsum Burberry London Burberry Brit

• • • • •

Most fashion forward collection Centered around runway each year Latin word for “moves forward ” Inspired the other lines Hand-tailord

• • • • •

Core collection High-end positioning Key to turnaround of the Burberry brand Strong womenswear and accessories segments Main market are currently in Europe and US

• • •

Customer wears on weekend Casual wear Uses innovative and more contemporary version os the check

For the men…
Burberry Prorsum Burberry London Burberry Brit

For the children…

Thomas Burberry (1856–1926)
• • • 1835-Was born in Dorking Surrey, UK. He trained as an apprentice to a draper. In 1856, he opened his own drapery business, called “T. Burberry and Sons”, in Basingstoke, Hampshire. Thomas Burberry invented gabardine; a breathable fabric made using an innovative process where the yarn was waterproofed before weaving. A patent was taken out in 1888. In 1891, Burberry established a wholesale business in London. In 1891 Thomas Burberry opened his first shop at the Haymarket, now the site of Burberry’s corporate headquarters.

The officer’s Tielocker Coat, designed by Burberry in the 1899’s, was the forerunner to today’s trench coat. During World War I Burberry designed coats for the British Royal Flying Corps (later the RAF). The military style model of the Burberry became the Trench coat of the First World War. It has a deep back yoke, epaulets, buckled cuff straps, a button-down storm flap on one shoulder and storm pockets.

In the 1980's, the company started to revitalize its brands and trademarks. This was accompanied by retail expansion, opening stores in New York and other major cities. Burberry was first awarded the Royal Warrant from Her Majesty The queen in 1955. A further Royal Warrant was awarded in 1989 by His Royal Highness The Prince of Wales. He died in 1926 at the age of 91.

Inspiration Thomas Burberry
• Gabardine from the discussion with a local shepherd Burberry remarked on the ability of the Shepherd's smock to resist the rain. • "I found this incredible book in our archives that was full of biker images and it seems that Thomas Burberry had started working on biker clothes in the early 1900's...that started the whole the leather, biker-stud theme." - Mr. Christopher Bailey

History of the Burberry Brand
1856 : Trained dress-maker Thomas Burberry founds Burberry at the age of 21 with the aim of producing innovative functional outwear. First store in Basingstoke, England.

1866: Invention of Gabardine, the waterresistant, durable and breathable fabric

1888: Opening of emporium in the Haymarket, London, which still stands today as Burberry’s headquarters 1895: Burberry develops a weatherproof coat called the 'Tielocken'. This is the predecessor of the iconic trench coat.

1901 : Burberry was commissioned by the War Of fice to design a new service uniform for British off icers. 1904 : The Burberry Equestrian Knight logo was d eveloped and registered as a trademark. The opening of stores in Paris and New York. 1911 : Outfitters for Ronald Amundsen, the first man to reach the South Pole, and Ernest Shackleton, who lead an expedition to cross Antarctic

1914: Creation of the modern day “trench coat”

“The American Gentleman with a fetish for the finest, can now...
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