Beginning 1965, Burberry Spain became a separate business that sold exclusive collections to the Spanish retail market at wholesale. In 2000, the company integrated the Spanish operation under its group label, but announced today that it will be restructuring their troubled Spanish operations by shutting it down altogether. The company will now supply Spain with the European collection from London instead of collections produced in Spain. This translates to about 300 Spanish job losses.
From the Burberry Spanish Site
I've always loved Burberry's attempt at being reminiscent of old English etiquette and culture. However, in recent years, Burberry has continued to experience trouble with maintaining its brand image. A case study from my academic years outlined issues with the brand becoming too widespread (and therefore not "exclusive" enough for a luxury brand) and in particular referenced its downfall as being "too popular with the wrong demographic". Wikipedia mentions, "the brand became popular with the British football casual cult, leading to it to being associated with chavs, hooligans and members of football firms". I recall anecdotes from the article discussing young club goers being refused admission solely based on their "luxurious" attire (usually the Burberry checkered hat or Prada sneakers -a brand also discussed in the article) out of fear that they may be gang-bangers and troublemakers.
From Burberry Blue, Japan
In Japan, the company has a successful branch of Burberry Blue Label, which caters to the fashion forward Japanese demographic much more than its core English-tea-time collection. Burberry also launched Burberry Prorsum in attempt to rescue their sinking brand image and re-establish its exclusivity as a luxury fashion house. But.. has it worked?
I personally love Emma Watson as the new face of Burberry. She is stunning and radiates elegance and class (but perhaps I'm biased since I'm a wizard fan). Picking the right spokesperson is a step in the right direction, but is it enough?
What do you think of when you think of Burberry?
What do you think of when you think of Burberry?
mmm really depends cuz i prefer not to wear something that's so reconizable. if it's just the lining or something or a nice twist on the classic pattern it might be okay.
ReplyDeleteLOVE Emma Watson, just LOVE. she's so perfect for this... I cannot say enough nice things about her :)
Regardless of where the Burber image may trend or fall, I know I would personally never set foot through a New England winter wonderland without the trusted comforts and guarantees of a Burberry coat and umbrella. Image aside, the high quality of its winter accessories and outerwear is simply irreplaceable. Sometimes brand or social image is just that - an illusory image.
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