80s - 90s Burberry

During the 1980's Burberry signed agreements with worldwide manufacturers to produce complimentary products to the existing collection, eg. sportswear, shirts, suits and accessorises – these products were distributed through independent retail companies and stores cross the world as well as the Burberry stores. This contributed to the growth of the brand through to the late 90''s.

The Burberry check quickly became a status symbol and the “Sloane ranger” style grew in London, this style referred to hip Londoners who lived around Chelsea, in response to the american "yuppies" style. they took on a traditional style which aimed to show class and status, and often incorporated the Burberry check to show this. As recognisable brands such and Burberry became associated with financial success, the lower classes begun to seek out real or counterfeit logos of brands, and so the Burberry check rose in popularity among “chavs” as part of the 90's “logo wave”.

By the mid 90's over two thirds of the brands sales came from Asian shoppers, travelling abroad or at home, however Burberry was also supplying its goods in bulk to discount “grey market” retailers, who then began to dramatically under cut the prices, so the prices fell as did the brands perceives value. Burberry was in the top 5 international fashion brands in japan but without realising the brand has become dependant on this market so when far east stock markets collapsed in 1996, so did Burberry’s finances.

In 1997 the new CEO Rose Marie Bravo recruited a team of new designers including Roberto Menichetti, who extended the current product line with the new launch of Prorsum womenswear, which took a a more high fashion and forward thinking approach, compared to the more traditional lines of Burberry. The new collections received rave reviews from leading fashion critics and upscale customers were drawn in with new luxury items such as luxury baby clothes and fragrance. Burberry also secured it girl Kate Moss for their ad campaigns in the late 90s which put a new youthful face to the classic clothing.