Burberry, a British luxury fashion brand, has been a household name for over a century. Known for its iconic trench coats and signature check pattern, Burberry has always been synonymous with sophistication and elegance. However, in the mid-2000s, Burberry London went through a rough patch that almost resulted in the downfall of the brand.
The Decline of Burberry London
In the early 2000s, Burberry London’s sales were booming. The brand’s signature check pattern was seen everywhere, from the streets to the runways. However, by 2005, Burberry London’s sales had started to decline rapidly.
The brand had become too ubiquitous and had lost its exclusivity. Burberry London had saturated the market with its check pattern products to such an extent that it became associated with chavs – a derogatory term used to describe a subculture in England associated with anti-social behaviour and materialism.
Moreover, counterfeiters had flooded the market with cheap knock-offs of Burberry products that further tarnished the brand’s image.
The Turnaround Plan
Burberry knew it needed to make drastic changes if it wanted to survive. In 2006, Angela Ahrendts was appointed as CEO of Burberry London. She brought in Christopher Bailey as Creative Director who worked on rebranding efforts.
The company decided to ditch its signature check pattern on all products except for accessories like scarves and bags. They also stopped selling their products in lower-end stores and outlets which helped them regain their exclusivity.
But perhaps the biggest game-changer was their digital strategy. In 2009, Burberry launched artofthetrench.com where users could upload photos of themselves wearing trench coats along with stories about why they love their coats. This campaign went viral and helped revive interest in the brand.
- The Future of Burberry
Today, Burberry is back on track and is stronger than ever. The brand has expanded its product range beyond trench coats and has successfully rebranded itself as a modern luxury fashion house.
Conclusion
In conclusion, Burberry London’s decline in the mid-2000s was due to oversaturation of its signature check pattern and association with a negative subculture. However, the brand was able to turn things around through rebranding efforts like ditching its signature check pattern, stopping sales in lower-end stores, and launching a successful digital campaign. Today, Burberry is stronger than ever and continues to be a leader in luxury fashion.