Introduction Of Burberry Brand Repositioning

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MN341A&B Autumn Repeat 2014-2015 Burberry Brand Repositioning Introduction Founded in 1856, Burberrys story began when Thomas Burberry opened his first men 's outfitters in Basingstoke, England. By the First World War, his business was thriving as Burberry earned a contract to provide the British army with their trench coats. Burberrys contribution to the national cause greatly improved the brands reputation. The ‘Burberry check’ was introduced in the 1920s and became extremely fashionable among the British middle to upper classes. Then when audiences saw it worn by celebrities like Humphrey Bogart in Casablanca and Audrey Hepburn in Breakfast at Tiffany 's, the Burberry trenchcoat gained widespread appeal, among the upper-class in particular. In 1955 they were bought by Great Universal Stores. Burberry’s immense popularity that had run from the 1940s to the 1970s was fading by the 1980s. Society no longer desired to dress like the upper-classes and Burberry’s brand prestige began to fall in the UK. This was partially offset by a surge in sales to the newly rich Japanese and other Asians after they discovered its famous (and trademarked) tan, black/red and white check pattern. By the mid-1990s, the Far East accounted for an unbalanced 75 per cent of Burberry sales. British and American consumers began to regard it as a cheap Asian brand which they viewed as unadventurous and thus unappealing. Furthermore, distribution was focused on small shops with few big fashion

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