Burberry Group PLC is a British luxury fashion house headquartered in London, England. Its main fashion house focuses on and distributes trench coats (for which it is most famous), ready-to-wear outerwear, fashion accessories, fragrances, sunglasses, and cosmetics.
Established in 1856 by Thomas Burberry, originally focusing on the development of outdoor attire, the fashion house has moved into the high fashion market, developing a first of its kind fabric called Gabardine, which is completely breathable and waterproof, and exclusively made for the brand. Their pattern-based scarves, trench coats, and other fashion accessories are unique. The first shop opened in the Haymarket, London, in 1891. Burberry was an independent family-controlled company until 1955, when it was reincorporated. In 2005 it completed its demerger from GUS plc, the company's former majority shareholder.
Its distinctive check pattern has become one of its most widely copied trademarks. Burberry has branded stores and franchises around the world and sells through concessions in third-party stores. Its coats were worn in the trenches during the First World War by British soldiers, and for decades thereafter Burberry became so much a part of British culture that Queen Elizabeth II and the Prince of Wales have granted the company Royal Warrants.
Christopher Bailey has been the Chief Creative Officer since 2014, as well as CEO from 2014-November 2017. Bailey will step down as Chief Creative Officer in March 2018 and will leave the brand completely by the end of 2018. The company is listed on the London Stock Exchange and is a constituent of the FTSE 100 Index. In 2015, Burberry ranked 73rd in Interbrand's Best Global Brands report, ahead of Ralph Lauren and Hugo Boss. Burberry has more than 500 stores in over 50 countries.
More than over 100 years passed before Burberry trench coats began to be made in more than two colours: khaki (dust-coloured) and black. From 2015, trench coats for men as well as women have been available worldwide in new colours: red, white, and honey.
Video Burberry
History
Early years, 19th century
Burberry was founded in 1856 when 21-year-old Thomas Burberry, a former draper's apprentice, opened his own store in Basingstoke, Hampshire, England. By 1870, the business had established itself by focusing on the development of outdoors attire. In 1879, Burberry introduced in his brand the gabardine, a hardwearing, water-resistant yet breathable fabric, in which the yarn is waterproofed before weaving. "Burberry" was the original name until it became "Burberrys", due to many customers from around the world began calling it "Burberrys of London". In 1999, the name was reverted to the original, "Burberry". However, the name "Burberrys of London" is still visible on many older Burberry products. In 1891, Burberry opened a shop in the Haymarket, London. Before being termed as trench, it was known as the Tielocken worn by the British officers and featured a belt with no buttons, was double breasted, and protected the body from neck to knees.
20th century
In 1901, the Burberry Equestrian Knight Logo was developed containing the Latin word "Prorsum", meaning forwards, and later registered it as a trademark in 1909. In 1911 the company became the outfitters for Roald Amundsen, the first man to reach the South Pole, and Ernest Shackleton, who led a 1914 expedition to cross Antarctica. A Burberry gabardine jacket was worn by George Mallory on his attempt on Mount Everest in 1924.
Adapted to meet the needs of military personnel, the "trench coat" was born during the First World War due to its being worn by British officers in the trenches. After the war, it became popular with civilians. The iconic Burberry check has been in use since at least the 1920s, primarily as a lining in its trench coats. Burberry also specially designed aviation garments. In 1937, A.E. Clouston and Betty Kirby-Green broke the world record for the fastest return flight from London to Cape Town in The Burberry airplane that was sponsored by the brand. Burberry was an independent family-controlled company until 1955, when Great Universal Stores (GUS) assumed ownership.
Influences and rise to prominence
Stars of the modern world began wearing the Burberrys brand. During the 1970s and 1980s, Burberry signed agreements with worldwide manufacturers to produce complementary products to the existing British collection such as suits, trousers, shirts, sportswear, accessories, for men, ladies, and children. These products, designed under the strict control of headquarters in London, were produced and distributed through independent retail stores worldwide as well as the Burberry stores, and contributed to the growth of the brand in sales and profits through to the late 90s, although the full extent of sales was not apparent in the parent company accounts since much was done through licensed agreements. The company had signed Lord Litchfield as photographer, Lord (Leonard) Wolfson was Chairman and Stanley Peacock OBE Managing Director. In 1998, Burberrys changed their marketing name to Burberry following the retirement of the aforementioned.
21st century
In May 2001, Christopher Bailey joined Burberry as creative director.
However, between 2001 and 2005, Burberry became associated with "chav" and football hooligan culture. This change in the brand reputation was attributed to lower priced products, the proliferation of counterfeit goods adopting Burberry's trademark check pattern, and adoption by celebrities prominently identified with "chav" culture. The association with football hooliganism led to the wearing of Burberry check garments being banned at some venues. GUS divested its remaining interest in Burberry in December 2005. Burberry Group plc was initially floated on the London Stock Exchange in July 2002. In 2005, Sanyo-shokai was the Burberry ready-to-wear licence holder in Japan with retail value of EUR435 million.
In 2006, Rose Marie Bravo, who as Chief Executive had led Burberry to mass market success through licensing, decided to retire. She was replaced by another American, Angela Ahrendts, who joined from Liz Claiborne in January 2006, and took up the position of CEO on 1 July 2006. Ahrendts and Bailey successfully turned around the then Chav-like reputation that the brand had acquired at the end of Bravo's tenure, by removing the brand's check-pattern from all but 10% of the company's products and buying out the Spanish franchise that was worth 20% of group revenues.
Burberry first began selling online in the US, followed by the UK in October 2006, and the rest of the EU in 2007. Bailey became Chief Creative Officer in November 2009, whilst it was reported that during 2012 Ahrendts was the highest paid CEO in the UK, making £16.9m, the first time an English woman has held that title.
In October 2013, it was announced that Ahrendts would take up the position of Senior Vice President of retail and online at Apple, Inc. from April 2014, and be replaced as CEO by Bailey. During her tenure, sales increased to over £2 billion, and shares gained more than threefold to £7 billion. Although Burberry promotes its British connection, according to The Guardian, a British national daily newspaper, as of July 2012, Burberry maintains two production facilities in Great Britain, one in Castleford producing raincoats, and one in Keighley. In spring 2014, fashion designer Christopher Bailey became CEO of Burberry and retained the role as chief creative officer. His basic salary was £1.1m, with total compensation of up to £10m a year depending on sales targets being met.
In July 2016, it was announced that Céline boss Marco Gobbetti would become CEO of the FTSE 100 Company, while Christopher Bailey became the Creative Director and President. In 2016, the label launched its "Mr Burberry" fragrance. In 2016, Burberry had an increase in reported profits, with 77 percent of sales coming from Burberry's stores. The increase was in part attributed to strong sales in Asia. In early May 2017, the store announced it was moving 300 employees from London to Leeds. In July 2017, Gobbetti replaced Bailey as CEO. In March 2018, Burberry named Riccardo Tisci as the brand's chief creative officer effective March 12.
Maps Burberry
Stores
The number of Burberry stores on 1 May 2016:
Products
The company's main fashion house focuses on and distributes ready-to-wear outerwear, fashion accessories, fragrances, sunglasses, and cosmetics.
Selected gallery
Burberry Digital Marketing Strategy
Over the last decade, Burberry was struggling with its performance. In 2006, CEO Adriana Ahrendts decided to reinvent the brand. She announced the Burberry would aim to be the first fully luxury digital company and built a social enterprise.
Marketing Campaign
In 2009, Burberry launched a campaign on social media platforms ( Facebook, Instagram, Twitter)- The Art of Trench. Users were encouraged to upload the photos of themselves in Burberry's trench coat. Participants were given '15 minutes of fame' as models on the website and allowed other customers to admire them. This campaign made participants feel a sense of ownership and engagement with the brand. The campaign received significant coverage on online social media platforms. Burberry's Facebook fans increased by more than one million. The site achieved 7.5 million views from 150 countries in the first year. According to metrics both qualitive and quantitative, this campaign was successful. The success of "Art of Trench" made Burberry focus on the digital strategy. In 2013, Burberry had moved 60% of its marketing budget to digital.
In 2014, Burberry and Google launched a new campaign--"Kisses". This campaign allowed users to send their 'kisses' to anywhere via phone or laptop camera. The personalized experience was designed so that audiences did not think of it as a traditional advertisement. During the campaign, there were 253,000 search results for "Burberry Kisses" on Google.com. Kisses were sent from 13,000 cities, and a total of 109 million miles were traveled within ten days.
Social Media Marketing
Social media marketing is a crucial marketing element to help marketers achieve market growth. Social media platform is an effective method to increase brand awareness because business will be engaged with a board range of audiences. It will also help marketers to reach audiences outside of the loyal customer circle by achieving more inbound traffic. Social media followers are not loyal customers but an aspirational fan base. Social media acts as an amplifier to deliver the brand message, highlight the exciting senses at the background and the story a brand wants to communicate to audiences.
Over the years their social channels have become the core component of this digital strategy, with Facebook, Twitter, and Instagram forming their main points of focus. Facebook Insights can allow marketers to see the performance of each post. Total likes on your Page, the total number of users they have reached, the total number of users who engaged with Burberry's Page. Facebook is Burberry's most popular account, with over 17 million likes and 15.6 million followers. Burberry posts every 2-3 days. The content of Facebook is the highlights of its key features. Burberry posts images and videos to promote new product lines. Each post enjoys thousand likes and views. The specific functions are utilized by Burberry. New lines are launched with Facebook's album's worth of image. Live streams are available for London fashion week runway.
Instagram: Burberry has 10.5 million followers with more than 10k likes for each post. The content includes videos, mix images. The post is updated every day. Instagram Story enable Burberry to post some latest and trendy videos, photos with the hashtag.
Twitter: Burberry is active on Twitter as well. It has 8.09 million Twitter followers.
Youtube: Burberry also has YouTube channel where marketing campaigns, video adverts, behind the scene films, catwalk shows are published on the site. It has 3000,000 subscribers.
References
External links
- Official website
- Official Burberry Group plc corporate website
- Documents and clippings about Burberry in the 20th Century Press Archives of the German National Library of Economics (ZBW).
Source of the article : Wikipedia
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