Summary
It was only ever meant to be a lining. But that red and black check - which first appeared inside a 1924 raincoat - has since become synonymous with one of Britain's most famous, and infamous, brands. Through no fault of their own, the designers at Burberry have had to orchestrate a massive PR turnaround, or to put it in layman's terms, they have 'Done a Gucci'.
Over the past 50 years, the instantly recognisable check has been heralded as the epitome of British style and rejected as the uniform of uncouth gangs whose caps and scarves are associated with football hooliganism and public misdemeanours. There have been previous reinventions. In a bid to remove the check from the wardrobes of football casuals Burberry inadvertently became the label of choice for Z-list celebrities like Daniella Westbrook, who was photographed along with her child in top-to-toe Burberry. It seems it is possible to be too popular. The label needed to maintain high end popularity, while losing the, dare we say it, neds, who had become so attached to their Burberry baseball caps.See the full content of this document
Extract
Plaid to Profits
Thomas Burberry established his fashion empire in 1856, when he was just 21 years old. Apprenticed to a country draper, he opened an outfitters shop in Basingstoke, ...
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