BURBERRY 2000-2010

In 2001 Christopher Bailey joined the brand that had mass appeal but fading credibility, due to over exposure of the check print, and a customer base that was moving away from the high end and towards ‘chavs’ and football hooligans.

Eastenders actress dressed head-to-toe in Burberry, the image that was said to ‘ruin the reputation’ of the brand

The brand, although not thrilled aboutits new found working class consumers, decided to embrace this change to an extent.

This Kate Moss Burberry campaign in 2000 semented Burberry as an iconic brand with global inuence.

Burberry at is core is a British brand,however in 2004 UK sales made up only 15 percent of their income. As the upper class began to abandonthe brand, and high end retailers stopped stocking it, international sales skyrocketed. Bailey’s aim was to bring back their iconic print ina preppy, young and fashionable way. Using models like Kate Moss was a perfect way to do this. Re-juvinating the image of the brand as high-end, fun and sexy.

2020 Eco collection REBURBERRY

Burberry has launched an eco-conscious product collection, the ReBurberry Edit, and is rolling out sustainable labelling.Featuring 26 styles from the spring/summer 2020 collection, the ReBurberry range features innovative material creations such as eyewear crafted from bio-based acetate and trench coats, parkas and capes created Econyl – a recycled nylon made from regenerated shing nets, fabric scraps and industrial plastic. The collection was also created in line with the brand’s new pistachio-coloured sustainability labels.Drawing attention to the ‘positive attributes’ of these garments – including the amount of organic content or recycled natural bres used in materials – the labels help to inform and educate consumers about the garments they’re purchasing.Pam Batty, vice-president of corporate responsibility at Burberry, said: ‘By inviting customers to learn more about the sustainable credentials of our products through our labelling programme, we are helping them to better understand our initiatives and the breadth of the ambition of our Responsibility Agenda.’ In future, brands will become increasingly transparent about their values and initiatives – even if their overall outlook is imperfect.