Background:
Burberry today is considered one of the leading luxury brands of the word. Here is a synopsis of rise of Burberry:
1856: Thomas Burberry, at age 21, opens shop in Basingstoke, Hampshire, selling country clothes to the landed gentry.
1880: Water resistant gabardine invented and patented in 1888.
1895: First clothes for the British military, follotheyd by officer uniforms in 1901.
1900: Launch of first logo
1914: Military trench coat born when the British War Office commissions Burberry to make theyatherproof coat with epaulettes and D- ring.
1920: Burberry check trademarked and used as lining to trench in 1924.
1950s: Hollywood embraces the trench, especially Humphrey Bogart in "Casablanca."
1955: Burberry receives Royal Warrant, from Queen Elizabeth II. Great Universal Stores acquires Burberry.
1964: Asian expansion with master license awarded to Mitsui & Co.
1997: Rose Marie Bravo appointed CEO.
1998: First advertising campaign by Mario Testino, starring Stella Tenant.
1999: The high-end Burberry Prorsum women's line is launched.
2000: The Burberry Prorsum menstheyar line is launched. The renegotiated Japanese licenses with Mitsui and Sanyo take effect.
2002: Stock market listing (IPO). Burberry launches "The Art of the Trench," a made-to-order raincoat service for men and women.
The designer label Burberry was rescued from the dusty discount bin in the late 1990s and early 2000s, and transformed back into a major fashion brand, before being successfully spun off by owners GUS as a separate company. It is one of the few distinctively British designer fashion labels.
Situation Analysis:
The great brand expansion story of the 21st century is luxury goods marketer Burberry.
Brand Image: When CEO Rosemary Bravo revamped the brand image, hiring new designers who took the signature plaid from raincoats to bikinis. She injected new life into the brand.
From the outset, Ms. Bravo seemed to challenge every Burberry convention imaginable.
She created a diverse collection of new garments and new accessories, including teddy bears, sunglasses and hairclips, all featuring the classic Burberry check.
She transformed traditional, functional country garments into new luxury items, all beautifully tailored and beautifully made in the finest fabrics.
She introduced the color navy as a balancing and contrasting color in a palette dominated by Burberry's trademark khaki, black, red and camel.
To increase the momentum of the new and surprising products, she created a lighter, fresher version of the classic Burberry plaid and called it "Novocheck".
Collette Dinnigan’s designs possess an elegant, soft and ethereal sensation reflecting her individual style and ultimately resulting in her worldwide success. Her are designs for all ages from infant through to bridal wear and established her self-titled label, Collette Dinnigan in 1990. She is well known for her lingerie and bridal wear which has featured in Vogue magazine. Dinnigan’s garments are carefully hand-made in Sydney, Australia; according to Dinnigan “The product itself is not necessarily about a new shape each season; it’s much more about the detail to me. It’s all about the intricacy of the work, the quality of the workmanship. Every piece, beaded or lace is hand cut one by one.” Dinnigan’s clothing is characterised by the delicate, feminine and finely tailored designs which are draped with her signature luxurious fabrics of lace, tulle, chiffon and satin and exquisitely embellished with embroidery and beads. Her products are intended to be indicative of the female form, rather than exposing; hence achieving the sense of individuality, sensuality and most importantly confidence.
The clothes she is designing are simple, elegant and well-fitting to the female body giving women the confidence needed to wear these clothes to work, relax and as casual, every day, wear. Beckham’s designs can adapt to the different bodies that exist and have become very popular around the work because they are simple, elegant and supreme. In a YouTube video, Beckham has said that she herself would wear her own design and because of this her designs have become very popular and available to many individuals. Currently there are more than 500 stores who carry the VB brand. VB provides designs for the “trendy” woman who works and cares about fashion and style. Beckham’s designs are very reserved, in the sense that they cover the body adequately and in no way or form depict nudity or improperness. Due this “reserved” design, Beckham’s designs are seen as socially acceptable designs that have a focus on the artistic aspect and general overview rather than the skin showing clothes designs that many like to wear in the United
...rk of hierarchy within the royal court, haute couture was brought to life through the founding of the House of Worth which lead to the successful production of luxury goods and ultimately the starting point of prêt-à-porter. The recreation of couture garments reflecting the dress of Parisienne court was disseminated across Europe through the use of ‘Pandora’ dolls and eventually paper patterns. However, as technology and new methods of production, such as industrial machines rapidly changed throughout the second half of the 20th century, the arduous tasks of creating haute couture garments and its demand diminished, leaving ready to wear to control the fashion industry. Nevertheless, haute couture will always be the paragon of skilled craftsmanship and tailoring that has influenced the consumption, production and dissemination of fashion since its establishment.
captured this eclecticism through their retrophilic decor. As the first shops to sell clothing specifically designed for young people, their outlandish interiors complemented the fun environment of the shops, where music played and young employees chatted to customers. Catering for the first generation to have disposable income since the post World War II slump in the British economy, designers ensured these boutiques appeared lavish and affluent. The Whitmore Thomas interiors of Barbara Hulanicki’s boutique, Biba, paid homage to the decadent Art Deco style of the pre war decades. The perfume counter at the heart of the store featured an oversized geometric sunburst with a mirrored surface, evoking classic Hollywood glamour . Even the Art Deco influences of Cubism and Ancient Egypt were picked up on within the space, with a geometric patterned carpet running throughout the store . The changing rooms featured many gilded Ancient Egyptian motifs, alongside leopard print surf...
In terms of affordability, Burberry which is presented as ‘accessible luxury’ mainly targets the niche between Polo Ralph Lauren/Giorgio Armani in apparel and Coach/Gucci in accessories (Moon, 2004).
At age 25 he opened his first collection and it was a big success, inspired by his mentor Balenciaga. The collection was based on evening wear as well as economical white cotton shirts that were both inexpensive and fresh-looking. After that collection, his name was recognizable and his biggest success was the “Bettina” blouse; named after the famous Paris’ top model. This blouse was his signature piece in his cotton collection. Givenchy’s philosophy was: “Keep it simple. Eliminate everything that interferes with the line.” ...
Victoria's Secret, one of the world's most recognizable fashion brands, established itself in the Bay Area in the early 1970s. Originally owned by an ambitious Stanford graduate looking for a comfortable and high-end retailer to buy his wife lingerie, Roy Raymond opened the first store at Stanford Shopping Center. Styled after a Victorian boudoir, Raymond's success prompted him to open three other locations, a catalog business, and a corporate headquarters within a few years. His inability to balance finances with his creative vision, Roy Raymond fell into trouble and was forced to sell his company for the small sum of $1 million dollars to The Limited, an Ohio-based conglomerate owned by Les Wexner.
In Deauville, she introduced casual knit dresses which was shockingly different from what others were creating and wearing. “She introduced relaxed dressing expressing the aspirations of the 20th century woman, replacing impractical clothing with functional styling.” (Martin 80). Her designs stressed simplicity and comfort and revolutionized the fashion industry. Within five years of her original use of jersey fabric to create a poor girl look, had attracted the attention of influential wealthy women seeking relief from the prevalent corseted style. In 1954, Chanel presented her new collection of the signature suit. The Chanel suit is a standard garment in modern fashion. “The key to her design philosophy was construction, producing traditional classics outliving each season’s new fashion trends and apparel.” (Martin
Mr.Lauren had more dreams to fulfill. He chose the name Polo for his line of ties because the sport repsented to him a lifestyle of athletic grace and discreet elegance, an image of men who wore well-tailored, classic clothes and wore them with style. With that image in mind, Mr Lauren established Polo as a separate menswear company in 1968, producing a complete line of men's clothes. Using only the finest fabrications, Mr. Lares's menswear was distinctive, innovative, but always classic and refined. His suits blended the American Ivy League natural shoulder silhouette with the fitted shape and expensive fabrics of the best European custom tailored clothing. His shirts were all cotton, richly patterned and expertly made. This same care was, and still is, applied to every element of...
For the 2014 Dior Couture Fall/Winter collection, designer Raf Simons was inspired by “Marie Antoinette[‘s] pannier silhouettes. Models wore “slim-fitting bodice(s), enormous skirts and pastoral embroidery” (Macawili). While Marie Antoinette is more commonly known to wear large, decadent dresses, she also enjoyed simple, light white dresses. Simons had also capture her simple rustic side by making the dress very light, “every bit as weightless as the parachute fabric flight suits” (Phelps).
Its luxury brand fashion from England. That has a problem the chav attack but become successful again which communication strategy to change the brand image thought digital media. It is Burberry, many believe, which is setting the agenda for luxury brands as they turn to digital to supplement offline sales, develop revenue streams, broaden their reach and appeal to a new generation of younger, affluent consumers (M. Phan et al., cited in New Media Age, 2010). There use online marketing strategy to promote their product through social media such as Facebook, Twitter and YouTube. Burberry was ranked the most popular FTSE100 Company on Facebook and Twitter, according to a report by social media agency Three-D in 2011(M. Phan et al., cited in Retail Week, 2011). But in the 2000’s Burberry has a problem the chav attack. That impact customer avoided buying it and that impact the Burberry companies nearly bankrupt. The chavs is young people that has characterized by brash, loutish and anti-social behavior. The hype did not even yield growing sales for Burberry as most of its low-income fans were satisfied with counterfeited products (M. Phan et al., cited in Power & Hauge, 2008). But Burberry become successful again. An essential part of the brand revitalization was an aggressive communication strategy to change the brand image. Advertising campaigns were shot by Mario Testing, one of the world’s most celebrated fashion photographers, and pictured
The company went with a new concept the “Follow your Folly where it relied on whimsical branding that evoked nostalgic and reflective memories” (Ferrell, 2010.pg 67/473).
She launched her signature cardigan jacket, and the following year matched its success with her little black dress. This revolutionary style took the idea of a color designated for mourning and transformed it into a simple and chic color for evening wear. In addition to this, she introduced the Chanel suit, which entailed a collarless jacket and a well-fitted skirt. Her designs were revolutionary for the time—borrowing elements of men’s wear and emphasizing comfort over the constraints of styles popular at the time, such as corseted silhouettes. All of these items, including many other items produced by Chanel, continue to be prevalent throughout modern fashion.
Polo Ralph Lauren not only owned retail stores, but also under other retailers such as Nordstrom, Macy’s, Dillard’s, Belk, Saks Fifth Avenue, and various other retailers. The unique selling proposition of Ralph Lauren brands go about defining themselves as not like the others, is to develop a positioning that’s intended for a narrower target to make them unique. Most luxury brands fall into this fashion unique style categories. Ralph Lauren Company wants potential customers to know all the ways that they are better than others, and as a result their advertising focuses on product benefits. The result is to grab the attention of their customers. The emotional appeal of this brand is to increase your self esteem and leaves you feeling high class and
This was the beginning of high-fashion streetwear or as some like to call it; luxury sportswear. Fashion designers began focusing on street wear garments due to the high demand, using fabrics that were not typically seen on the catwalk and fashion houses then followed. This era remains praised for its contribution to fashion and it’s still celebrated today.