Founded by Thomas Burberry in 1856, the brand originally earned recognition under the name "Burberrys." However, in 1999, a significant strategic shift led to a notable rebranding—transitioning from "Burberrys" to simply "Burberry." What prompted this name change, and what does it signify?
Burberrys vs. Burberry
| Feature | Burberrys | Burberry |
|---|---|---|
| Era | Pre-2000 | Post-1999 |
| Logo | More traditional, included "Burberrys of London" | Modernized, designed by Fabien Baron, focuses on minimalism |
| Product Labeling | Products feature "Burberrys" branding | Uses "Burberry" on all products |
| Brand Structure | Multiple sub-brands like Prorsum, London, Brit | Consolidated into a single brand "Burberry" |
| Market Position | Traditional luxury, focused on outdoor gear | Functional luxury, broader product range including runway fashion |
| Pricing Strategy | Premium, catering to high-status customers | Premium, maintaining exclusivity, and appealing to affluent consumers |
Why the Name Change?
Initially, the brand was known simply as "Burberry." However, as customers frequently referred to the company as "Burberrys," the name was officially changed to "Burberrys." As the brand's popularity surged globally, customers commonly referred to the company as "Burberrys of London." Embracing this widespread usage, the brand adopted "Burberrys" as its official name.
Post-1999, Burberry expanded its market, targeting a younger audience without alienating its traditional customers. The introduction of three primary collections—womenswear, menswear, and accessories—reflects the brand's adaptation to contemporary fashion trends while retaining classic elements. In 1999, seeking a streamlined global identity and modern appeal, the company reverted to its original name, "Burberry."
The 1999 Rebrand
Fast forward to 1999, Burberry was at a crossroads. The fashion landscape was rapidly changing, influenced by a younger, more diverse audience and an increasing appetite for modernity. To stay competitive, Burberry embarked on a comprehensive rebranding journey:
- Global Identity: The switch to "Burberry" was part of a broader strategy to create a unified and streamlined global identity. By simplifying the name, Burberry aimed to reinforce a singular, cohesive brand image that resonated across all markets.
- Modern Appeal: The rebranding also aligned with a modernized logo designed by Fabien Baron, characterized by minimalist aesthetics. This shift mirrored the trend towards contemporary design and appealed to a younger demographic without alienating the brand's traditional clientele.
- Brand Consolidation: In tandem with the name change, Burberry consolidated its various sub-brands—Prorsum, London, and Brit—under one umbrella. This move eliminated market confusion and strengthened the brand's presence and recognition.
Conclusion
The transition from "Burberrys" to "Burberry" reflects a strategic evolution designed to adapt to a modern marketplace. By returning to its original name and refreshing its brand image, Burberry successfully bridges its storied legacy with forward-thinking innovation, ensuring it remains a timeless icon in the luxury fashion industry.
