Burberry: Back in Fashion

Case Study # 116760

An overview and analysis of Burberry, a London based outfitter that manufactures women and men's apparel and accessories.

1,880 words () | 5 sources | MLA | 2009 United States

Paper Summary:

This paper presents an overview of the Burberry company, with a focus on the problems that arose with Burberry's image in the 1990s and how a new CEO was instrumental in turning Burberry into an international brand. The paper also addresses the most recent controversy regarding Burberry's decision to close its South Wales factory and move operations to China. According to the paper, wearing the Burberry Check, a lining for trenchcoats, is a status symbol and Burberry has been popularized by iconic celebrities wearing their fashions. The paper considers the effects of Burberry's association with the lower class crowd and concludes that despite Burberry's recent bad press, the brand is destined to remain successful and continue to be an important part of the history of fashion.

From the Paper:

"Burberry is a London based outfitter that manufactures women and men's apparel and accessories. The company was founded in 1856 by Thomas Burberry as a store focused on selling outdoor wear. Thomas Burberry invented garbadine, a material that allows clothing to be water resistant, but breathable. Burberry is well known for their fashionable trench coats. These trenches were developed out of a contract that Burberry received to design a coat for the officers in the British army. Their hottest selling products today include their trench coats, handbags and fragrances. Their current media advertisements are geared towards the British high class country club set."

Sample of Sources Used:

Groskop, Viv. "Chav: It Just Won't Go Away." New Statesman 24 Jan. 2005: 10+.
Keenan, William J. F., ed. Dressed to Impress: Looking the Part. Oxford, England: Berg, 2001.
Jones, Allison. "Trench Warfare; Burberry, Makers of the Eponymous Trench Coat Has Become the Brand Most Closely Associated with Chavs." The Birmingham Post (England) 23 Mar. 2005: 4.
Money, Bruce. "Celebrity Endorsements in Japan and the United States: Is Negative Information All That Harmful?." Journal of Advertising Research 46.1 (2006): 113+.
"Operation Burberry; Fashion House Infuriated by the Met's Codename for Crackdown on Thugs." The Daily Mail (London, England) 16 Sept. 2006: 49.