Burberry, the luxury goods group, has seen a sharp decline in sales due to the popularity of its trademark camel check among low-income social groups.
Burberry, the luxury goods group, has seen a sharp decline in sales due to the popularity of its trademark camel check among low-income social groups obsessed with brand names, cheap jewellery and football.
Some leading retailers claim that sales of Burberry products have been hit hard, dropping in some cases by as much as 40 per cent on last year. One retailer said sales were down by "well over" 30 per cent on 12 months ago. Burberry says that the famous camel check appears on less than 10 per cent of its clothes.
About Burberry: Burberry was founded in 1856, when 21-year old apprentice to a country draper Thomas Burberry opened an outfitters shop in Hamprsire, England. By 1870 it has become a major spot for local sportsmen and hunters, who admired new breathable yet waterproof fabric - gabardine.
The invention of Thomas Burberry, gabardine was patented in 1888 as an innovative fabric, processed from waterproofed yarn.
London shop was opened soon, in 1891. In 1901 Burberry was commissioned to design the serving uniform for British officers. Since then British company outfitted famous pilots and polar expeditions, it even created a gabardine pole for Roald Amundsen and garments for aviators, sponsoring record-breaking intercontinental flights.
In 1920 the legendary Novacheck was born, first used as a lining for gabardine trench-coats. Only in 1967 the beige-grey-red stripes were used for umbrellas and other accessories.
But as time goes by, the 145-year-old company was in a checkmate with its Novacheck plaid and needed an updating to bring the famous design to the forefront of fashion. They got just what they wanted when they hired Rose Marie Bravo as CEO in 1997.
Bravo brought the company known for its heritage, history and craftsmanship up to hip. Now it is worn not only by royals and aristocrats for sporting events but by celebrities, rappers and everyone in between for every type of event. The older customer grew up with the scarf and trench coat and now their children and the other hip people who see it as a status symbol. In spite of hostile economic climate the company has maintained its core customers, and the designs for the new customers have been met with a tremendous response. Today the creator of Burberry London and Prorsum collections Christopher Bailey explores the avant-garde niche for the classic brand.
Men can wear a Burberry (the apostrophe s was dropped in 1999) tuxedo shirt, bow tie and cummerbund with socks to match to a formal event; swim trunks, visor and sandals to the beach; pants and T-shirt for sportswear; or sweater and long sleeve shirts in the fall.
Women have the choice of hats, jackets, watches, pants, bathing suits, pareos, clogs, shoes from jellies and flats to heels, skirts and dresses and even underwear. The check pattern is used as a trim on elbows and down seams as well as being shown full blown.
You can even dress your dog to match your outfits, and children have also gotten into the act with clothes, strollers and diaper bags. The check has even been buttoned onto facemasks during the recent SARS outbreak in Asia. Bravo even added pastels and bright colors to the original palette.
In February 1999 the company had its first catwalk show during London fashion week and was honored as British Classic Design Collection of the year. The fragrance Touch was introduced in 2000, and in 2000-2001 the company was honored again by the British Fashion Council in both classic and contemporary design categories. The traditional plaid has grown past the traditional designs as the trench coat turned into a halter dress.
Other news
