Trench Coat and Burberry London Burberry
Sujin Jeong Joyce Leung Leysan Gazizova
Summary Summary
• Introduction • History of house • Fashion Style
• Brand transversality
• Brand personality • Brand Identity • Prism • Positioning
INTRODUCTION Introduction
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.
Portfolio
For the women…
Burberry Prorsum Burberry London Burberry Brit
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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
Portfolio
For the men…
Burberry Prorsum Burberry London Burberry Brit
Portfolio
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.
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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
Summary Summary
• Introduction • History of house • Fashion Style
• Brand transversality
• Brand personality • Brand Identity • Prism • Positioning
INTRODUCTION Introduction
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.
Portfolio
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
Portfolio
For the men…
Burberry Prorsum Burberry London Burberry Brit
Portfolio
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