Manger
Manger
Background:
Burberry today is considered one of the leading luxury brands of the word. Here is a synopsis of rise of Burberry:
1856: Thomas Burberry, at age 21, opens shop in Basingstoke, Hampshire, selling country clothes to the landed gentry.
1880: Water resistant gabardine invented and patented in 1888.
1895: First clothes for the British military, follotheyd by officer uniforms in 1901.
1900: Launch of first logo
1914: Military trench coat born when the British War Office commissions Burberry to make theyatherproof coat with epaulettes and D- ring.
1920: Burberry check trademarked and used as lining to trench in 1924.
1950s: Hollywood embraces the trench, especially Humphrey Bogart in “Casablanca.”
1955: Burberry receives Royal Warrant, from Queen Elizabeth II. Great Universal Stores acquires Burberry.
1964: Asian expansion with master license awarded to Mitsui & Co.
1997: Rose Marie Bravo appointed CEO.
1998: First advertising campaign by Mario Testino, starring Stella Tenant.
1999: The high-end Burberry Prorsum womens line is launched.
2000: The Burberry Prorsum menstheyar line is launched. The renegotiated Japanese licenses with Mitsui and Sanyo take effect.
2002: Stock market listing (IPO). Burberry launches “The Art of the Trench,” a made-to-order raincoat service for men and women.
The designer label Burberry was rescued from the dusty discount bin in the late 1990s and early 2000s, and transformed back into a major fashion brand, before being successfully spun off by owners GUS as a separate company. It is one of the few distinctively British designer fashion labels.
Situation Analysis: