Fashion News: Burberry To Consolidate Its Three Lines Into One
The above image is fashion model Naomi Campbell wearing a Burberry suede trench coat at the 121 Regent Street flagship store for this its festive film premiere.
Expect some changes at Burberry in the near future.
Beginning 2016, the British luxury fashion house will consolidate Burberry‘s Prorsum, Brit and London brands into one single label, which will be called Burberry.
According to WWD, Burberry‘s chief creative officer and CEO Christopher Bailey “revealed the change at a press conference Tuesday.“ “The move means the end of the strategy begun under former ceo Rose Marie Bravo and continued by her successor, Angela Ahrendts.“
“No jobs will be lost in the process of melding the three labels, which is due to be completed by the end of next year. Items with the single, new Burberry label will begin landing in stores in the summer.”
Why is Burberry merging its three labels into one? “The company said the change acknowledges the way in which luxury customers like to experience the brand online and off-line.”
Bailey said by unifying the three lines under one label, Burberry can also offer “a much more consistent experience of the collections. Those categories were created when Burberry sales were 70 percent wholesale and 30 percent retail. Now it’s the opposite, with retail sales that are bigger. The key is to present a cohesive brand experience.”
In addition to the launch of the consolidated label, Bailey said the company plans to build a state-of-the-art factory in Leeds, England. The initial investment in the factory will be 50 million pounds, or $77.2 million at current exchange. The brand has already found the land, and plans to open the new factory by 2018, with construction work set to start next year.
Photo Credit: Burberry’s Instagram | Mario Testino