Week 4 Team Paper
May 10, 2012
History of Burberry:
Burberry Ltd. 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 and 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 Latin 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 lining 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 own for items including umbrellas, scarves, watches and luggage. In the 1990's the Burberry check because popular with football fans leading to a tarnishing of 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 order trench coat service. Now Burberry is an internationally recognized luxury brand 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’s 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,...
Cited: "Burberry Iconic British Luxury Brand Est. 1856." Burberry Iconic British Luxury Brand Est. 1856. Web. 07 May 2012. <http://www.burberry.com/store/>.
Moore, Booth. "Fashion Diary: Burberry building on its history with innovation." Los Angeles Times. Web. 9 May. 2012. http://articles.latimes.com/2010/jul/18/image/la-ig-diary-burberry-20100718
Forbes, Moira. "Burberry CEO Proves Tradition Doesn 't Prevent Innovation." Forbes. Forbes Magazine, 09 Mar. 2012. Web. 9 May. 2012.
Burberry, Plc. "Burberry Plc - Home." Burberry Plc - Home. Web. 07 May 2012. <http://www.burberryplc.com/>.
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