Burberry

Burberry is a well-known fashion brand from the UK . It was founded by Thomas Burberry in 1856. Its representative products are plaid scarves, trench coats and accessories. Other products include handbags, perfumes, glasses, cosmetics, etc. Since the 20th century, Burberry has been regarded as an important part of British culture and has been awarded the "Royal Warrant" by Queen Elizabeth II and the Prince of Wales .

· Brand History ·

Founder Thomas Burberry (1835-1926) was born in Surrey, England . He worked as an apprentice in a clothing store in his early years. At the age of 21, he went to Basingstoke, Hampshire to start his own business and founded the "Burberry" brand, focusing on the production of outdoor clothing . In 1879, Thomas Burberry invented Gabardine fabric, which became an important turning point in the early development of the brand.

For windproof and rainproof coats, Gabardine fabric has a milestone innovation significance. This fabric is woven with waterproof yarn and has the characteristics of wear resistance, waterproofness and breathability. In 1888, Burberry officially registered a commercial patent for Gabardine fabric , and then widely used it in windbreakers, tents and other products. In 1901, Burberry used the knight trademark for the first time . The "B" on the shield symbolizes "Burberry" , and the Latin "PRORSUM" on the flag means "progress" . In 1909, Burberry officially registered it as a trademark. In the early 20th century, Burberry gradually became a household name in outdoor clothing and was selected as the designated clothing supplier by many well-known explorers, such as Norwegian explorer Roald Amundsen and Irish explorer Ernest Shackleton. Amundsen led an expedition into Antarctica in 1911 and became the first team to reach the South Pole; Shackleton led a team across the Antarctic continent in 1914; both used Burberry products in their expeditions. The Burberry trench coat is the most representative product of the brand. In 1895, Burberry designed the "Tielocken" trench coat specifically for British soldiers and then registered a patent in 1912. After the outbreak of World War I, in order to meet the needs of British soldiers again, Burberry improved the original trench coat by adding practical designs such as cuffs , epaulettes , belt D-rings , and gun guards , resulting in the "trench coat" that people are familiar with today .

In the 1920s, Burberry first used the "Nova" check as a pattern for the lining of trench coats . This pattern uses beige as the base color , and uses red, black and white to form a checkered pattern . Today, it is widely used in fashion, scarves, handbags and other products, and is a signature element of the Burberry brand.

During World War II, Burberry once again provided clothing for the British army . At the same time, the audience of Burberry's products gradually expanded from the military to the general public, and the product types added daily clothing such as long coats, windbreakers, men's and women's suits, as well as professional clothing and accessories for sports such as golf, fishing, equestrianism, cycling, tennis, archery, skiing, etc.

Since the mid-20th century, Burberry trench coats have become a popular fashion match in Hollywood movies, with representatives including Humphrey Bogart in "Casablanca" (1942), Audrey Hepburn in "Breakfast at Tiffany's" (1961) , and Peter Sellers in the "Pink Panther" series .

In the 1970s and 1980s, Burberry began to move out of the European market and enter the United States across the Atlantic Ocean, opening stores in New York, San Francisco, Chicago, Boston, Washington, DC and other places. With the establishment of a global network of specialty stores and distribution channels, Burberry decided to sign cooperation agreements with other manufacturers to expand its product range. At present, Burberry's products cover a variety of types, including suits, shirts, sportswear, children's clothing, accessories, etc.

Due to the proliferation of counterfeit goods and other reasons, Burberry was once in a brand image crisis. It was not until 2006 that Angela Ahrendts became the CEO of Burberry. By reducing the use of iconic plaids and revoking trademark authorization , she changed Burberry's "cheap" image and helped the company get out of the crisis.

After entering the 21st century, the Burberry brand actively expanded its online sales channels and launched sales websites in the United States, the United Kingdom and continental Europe from 2004 to 2007. In 2009, Burberry launched the "Art of the Trench" website and took the lead in cooperating with social media. Two years later, Burberry further launched the official website Burberry.com , becoming the world's leading digital luxury brand.

In 2018, Riccardo Tisci became the chief creative officer of Burberry. In August of the same year, he announced the brand's new logo and monogram pattern . The pattern was designed by British graphic designer Peter Saville , and the initials "T" and "B" of the brand founder Thomas Burberry are crossed.

·Chronology of major events·