Founded by Thomas Burberry in 1856, the brand originally earned recognition under the name "Burberrys." However, in 1999, a significant strategic shift led to a notable rebranding—transitioning from "Burberrys" to simply "Burberry." What prompted this name change, and what does it signify? Burberrys vs.
Burberry Feature Burberrys Burberry Era Pre-2000 Post-1999 Logo More traditional, included "Burberrys of London" Modernized, designed by Fabien Baron, focuses on minimalism Product Labeling Products feature
"Burberrys" branding Uses "Burberry" on all products Brand Structure Multiple sub-brands like Prorsum, London, Brit Consolidated into a single brand "Burberry" Market Position Traditional luxury, focused on outdoor gear Functional luxury, broader product range including runway fashion Pricing Strategy Premium, catering to high-status customers Premium, maintaining exclusivity, and appealing to affluent consumers Why the Name Change?
Initially, the brand was known simply as "Burberry." However, as customers frequently referred to the company as "Burberrys," the name was officially changed to "Burberrys." As the brand's popularity surged globally, customers commonly referred to the company as "Burberrys of London." Embracing this widespread usage, the brand adopted "Burberrys" as its official name.
Post-1999, Burberry expanded its market, targeting a younger audience without alienating its traditional customers. The introduction of three primary collections—womenswear, menswear, and accessories—reflects the brand's adaptation to contemporary fashion trends while retaining classic elements.
In 1999, seeking a streamlined global identity and modern appeal, the company reverted to its…
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