Introduction:
Burberry, a British luxury fashion brand known for its iconic tartan pattern and trench coats, underwent a significant rebranding in 2018 that caught the attention of the fashion industry. This rebranding marked a new chapter for the brand and sparked discussions among designers and fashion enthusiasts. In this article, we will delve into the reasons behind Burberry's decision to rebrand, the changes that were implemented, and the impact of the rebrand on the brand's image and market positioning.
Why Burberry is Leaving Labels:
One of the key aspects of Burberry's rebranding in 2018 was the decision to drop the use of labels that had been associated with the brand for many years. This move was part of Burberry's strategy to modernize its image and appeal to a younger, more contemporary audience. By moving away from traditional labels, Burberry aimed to break free from its perceived heritage and embrace a more forward-thinking approach to design and marketing.
Why Burberry Dropped Prorsum:
Another significant change that occurred during Burberry's rebranding process was the decision to drop the "Prorsum" label. Burberry Prorsum was the brand's high-end runway collection, known for its innovative designs and luxurious materials. However, Burberry made the strategic decision to streamline its offerings and focus on a more cohesive brand identity. By dropping the Prorsum label, Burberry aimed to create a more unified and consistent brand image across all its product lines.
Why Burberry Rebranded:
The decision to rebrand Burberry in 2018 was driven by a desire to reinvigorate the brand and appeal to a new generation of consumers. The traditional image of Burberry as a heritage brand was no longer resonating with younger audiences who were looking for more modern and innovative fashion. By undergoing a rebranding process, Burberry aimed to position itself as a contemporary and relevant luxury brand that could compete in a rapidly changing market.
Burberry Raheem Sterling:
As part of its rebranding efforts, Burberry collaborated with British footballer Raheem Sterling to reach a wider and more diverse audience. Sterling, known for his on-field talent and off-field advocacy for social issues, embodied the values of inclusivity and diversity that Burberry wanted to promote through its new image. The collaboration with Sterling helped Burberry connect with a younger and more diverse demographic, further solidifying its position as a progressive and socially conscious brand.
Burberry Rebranding Case Study:
The rebranding of Burberry in 2018 serves as a compelling case study for other luxury brands looking to reinvent themselves in a competitive market. By taking bold steps to redefine its brand identity and appeal to a new generation of consumers, Burberry successfully positioned itself as a modern and relevant luxury brand. The rebranding process involved a careful balance of maintaining the brand's heritage while introducing fresh and contemporary elements to attract a younger audience.
Burberry Daniel Lee:
Daniel Lee, the former design director at Celine, was appointed as the new Chief Creative Officer at Burberry as part of the rebranding efforts. Lee brought a fresh perspective and innovative design approach to Burberry, helping to reshape the brand's image and aesthetic. His creative vision played a crucial role in defining the new direction of Burberry and capturing the attention of the fashion world.
What is Burberry Prorsum:
Burberry Prorsum was the high-end runway collection of Burberry, known for its avant-garde designs and luxury craftsmanship. The decision to drop the Prorsum label as part of the rebranding process was a strategic move to streamline Burberry's product offerings and create a more cohesive brand image. By focusing on a unified brand identity, Burberry aimed to strengthen its position in the luxury fashion market and appeal to a broader range of consumers.
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