The year 1999 witnessed a seemingly subtle yet profoundly impactful shift in the world of luxury fashion: the dropping of the possessive "s" from "Burberrys of London" to simply "Burberry." This seemingly minor alteration represented a significant rebranding phase for the iconic British brand, impacting its designs, brand identity, and consumer perception in dramatic ways. It was more than just a stylistic change; it was a strategic maneuver designed to modernize the brand, appeal to a younger demographic, and solidify its position in the increasingly competitive global luxury market. This article delves into the intricacies of this transformation, exploring Burberry's history, the rationale behind the name change, its impact on the brand's identity, and its lasting legacy.
Burberry's History: A Foundation of Heritage and Innovation
To understand the significance of the 1999 rebranding, we must first examine Burberry's rich history. Founded in 1856 by Thomas Burberry in Basingstoke, Hampshire, the company initially focused on practical outdoor clothing. Burberry's innovation lay in the development of gabardine, a durable, water-resistant fabric that quickly gained popularity among explorers and the British military. The iconic trench coat, born from this innovation, became synonymous with Burberry, embodying both functionality and sophistication.
Throughout the 20th century, Burberry built a reputation for quality craftsmanship and timeless design. Its association with the British aristocracy and military cemented its image as a symbol of heritage and tradition. The distinct Burberry check pattern, first introduced in the early 20th century, further solidified its brand recognition, becoming a globally recognized emblem of luxury and Britishness. However, by the late 1990s, while the brand retained its prestige, it faced a challenge: how to maintain its heritage while appealing to a younger, more contemporary audience. The traditional, somewhat formal image associated with "Burberrys of London" was perceived by some as outdated and less relevant to the evolving tastes of a new generation.
Burberry Fashion Brand Name: From Heritage to Modernity
The brand name itself played a crucial role in shaping its image. "Burberrys of London" conveyed a sense of established tradition and British heritage. The inclusion of "of London" further reinforced its connection to British craftsmanship and its aristocratic clientele. However, this very heritage, while a source of strength, also presented a limitation. The name felt somewhat heavy, formal, and less adaptable to the evolving trends of the late 1990s. The fashion landscape was shifting, with a growing emphasis on minimalism, youthful energy, and a more globally-focused approach to branding.
Burberry Brand Name Change: A Strategic Repositioning
The decision to shorten the name to "Burberry" was a strategic move aimed at modernizing the brand's image. By dropping the possessive "s" and the "of London," Burberry aimed to achieve several objectives:
* Modernization: The shorter, cleaner name felt more contemporary and less stuffy than its predecessor. It projected a sense of streamlined elegance and sophistication that resonated better with a younger, more fashion-conscious consumer base.
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