What Is The Future Of Burberry?

According to the world clothing shoes and hats net, Britain Luxury goods Brand Burberry (Burberry) recently and popular Russia Designer Gosha Rubchinskiy launched cooperation, the two sides jointly released the joint series, models all over the body are covered with Burberry classic lattice pattern, quite impressive.

You know, in recent years, Burberry has been trying to dilute lattice shirts and baseball caps. brand The classic product. These iconic products were all the rage in 1990s, but in the first ten years of twenty-first Century, the lattice pattern gradually became the pronoun of the so-called "chav" dress in the street. (chav is a derogatory term, which refers to the young people with low cultural level and the prevailing trend of fashion). Counterfeit products are also overwhelming. Burberry's luxury brand image has been hit hard.

Above: cooperation series between Burberry and Gosha Rubchinskiy

In 2017, fashion circle 80s revival and big logo came back, such as Gucci's bold use of its double G pattern, Louis Vuitton and Chao Mei Supreme cooperation. By contrast, Burberry is still dodging its traditional lattice patterns.

According to the latest article, Burberry creative director Christopher Bailey and the new CEO Marco Gobbetti need to get rid of the shadow of "chav" and reuse the classic grid to attract new generation of consumers. These young people who are keen on technology are the object of luxury brands' pursuit, and they were born in the age of chav. Today, the red, black, white and brown fabrics that symbolize the Burberry brand will look great on social media and attract global consumers, including Chinese.

There are some signs that Burberry has plans to return to the "grid age": Christopher Bailey praised Gosha Rubchinskiy's design and sat in the first row of the show.

Burberry needs to make some bold creative choices based on this. The company has sufficient cash flow and has also made some achievements in cost cutting, but there is always a lack of bright spots. This can be seen in the first half of the group's earnings report, which has dropped by 2% to 2 billion 770 million pounds over the same period.

Luca Solca, a luxury analyst at Bank of Paris, France, says consumers need a reason to buy clothes and buy Bags nowadays. Don't be shy!

If Burberry does not want to destroy the current aesthetic system, it can always take the cooperation with Gosha Rubchinskiy as a springboard to test more experimental works. The risk of "Chav light" is small, and it may also create exciting results. Or, the brand can further cooperate with third party designers or artists. Louis Vuitton is a good example. The French luxury goods giant recently collaborated with Jeff Koons on the basis of famous works of art, cooperating with the bold bag series. Analysts at Bernstein research firm have said that Burberry must decide whether to become a high-end luxury brand or a luxury brand. The small joint partnership series helps to find the right answer.

In July 5th of this year, when Marco Gobbetti took up the post of Burberry group CEO, Christopher Bailey could focus on its creative work, and also had to take responsibility for its poor product sales. If so, the Burberry board may need to make a tough decision: hire a new creative director.

Wholesale channel adjustment has great risks and may even backfire. Some public opinion pointed out that if invited Celine creative director Phoebe Philo to join Burberry, it is expected to ease the crisis, Phoebe Philo had worked with Marco Gobbetti. Phoebe Philo's simple product line does not come from the glittering 90s, and letting her join the board of directors may be one of the ways to bring Burberry back to life.

The Burberry group's share is very fragmented. It is one of the few independent luxury companies that are not controlled by the family. In March, LVMH's independent director, the 91 year old Belgian richest Albert Frere, acquired the Burberry 3% stake through the Groupe Bruxelles Lambert SA (hereinafter referred to as GBL) of the investment company. GBL is also a shareholder of energy company Total Total, a beverage producer, and a shareholder of the German sporting goods giant.

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