Burberry is originally a british tailor, specialist in the form of coats and raincoats for men ( Men ‘s outfitter, according to English terminology ) which manufactures luxury clothing for a rich people and demanding clientele. With his immutable models, he established himself as the example of the grave, refined and very good male elegance of the affluent british classes : Queen Elizabeth II and Prince Charles both granted him Royal Recognition in 1955 and in 1989 .
Become Burberry, the company is since 2002 a listed company, producing in China and developing worldwide a network of franchise stores seeking to reach a big hearing. Burberry has become one of the general luxury brands, its catalogue has been extended to women, children, accessories, bags and baggage, it has launched a line of perfumes. The scots blueprint of its liners has become one of the most widely imitated and counterfeit models.
It all begins with a winter day in 1856, when Thomas Burberry, an apprentice draper, consults his doctor for a problem of early rheumatoid arthritis. The practitioner strongly recommends that he no longer wear his rubber eraser raincoat, which protects from the rain but does not allow perspiration to escape. Thomas Burberry opens a few weeks late his first store on Winchester Street in Basingstoke, 80 kilometer from London. scantily 21 years old, the young couturier then dressed the notables of his region. He was late assisted by Thomas Newman and Arthur Michael, his sons, who then became collaborators of the company, in the 1880s. She specialized in sports and outdoor clothing .
In a few years, he won the commitment of his customers, his shop grew and in 1870 became a department store, or, as british terminology calls it, an “ department store ”, employing more than 80 people. Specializing in warm invest and more particularly in raincoats, Thomas Burberry created in 1880 the duster, a fabric protect from the cold, immune to rain and very good function, made rainproof before weaving. The youthful designer would have created this fabric during a meeting with a sheepherder from his area, whose jacket had the amazing feature of resisting the rain. Man attributed this to the products used during the sheep bath, which have the property of protecting the wool of animals from bad weather. Convinced of the electric potential of this discovery, and military capability of the hope to innovate, he patented duster in 1888. For the occasion, it is developing five different thicknesses for its framework : Airylight ( “ Léger Comme l’Air ” ), Double-Weave ( “ Double Tissage ” ), Karoo, Wait-a-Bit ( “ Wait a while ” ) and Tropical. These fabrics are tolerant to rain and cold. This could have saved Captain Robert Falcon Scott, who had sheltered from snowstorms with a Burberry flannel tent during his expeditions to Antarctica 7 .
The “Equestrian Knight” logo
Selling now under the name Thomas Burberry & Sons, the provincial creator opens in 1891 its first store in London at 30 Haymarket, then his company capitalized at more than 2 million pounds. Twinned with a large workshop, the big London boutique silent exists nowadays and contains the company ‘s headquarters. Ten years late, the party was commissioned by the Ministry of Defense, the War Office, to design fresh uniforms for british officers, rainproof and insubordinate. The like class, the rider ‘s logo, the equestrian Knight, appears for the first clock, accompanied by the Latin adverb Prorsum, which means “ fore ”. The armor symbolizes security, the safety of invest, the rider reflects the standards of integrity of the firm, and last, the Latin motto represents Burberry ‘s desire for initiation. It became a record hallmark in 1904 and has accompanied all the brand ‘s invest ever since. On April 17, 1905, the Basingstoke storehouse was reduced to ashes by the Great Basingstoke Fire, causing more than £ 30,000 in wrong. It was only four years late that the mark ‘s first external memory opened on Boulevard Malesherbes in Paris. In 1915, the beginning gravy boat loaded with raincoats left for Japan. At the turn of the hundred, Burberry appeared as a authentic institution, in the United Kingdom and abroad, while continuing its quest for invention .
net income sales ( excluding licensed sales ) by-product family break down in 2018 between accessories ( 38.7 % ), women ‘s invest ( 29.9 % ), men ‘s dress ( 24 % ), children ‘s clothing ( 4.3 % ) and others ( 3.1 % ) .
Burberry divides its offer into three disjoined collections. Each responds to a different aligning and need, and is aimed at a chiseled hearing.
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Burberry Prorsum is the high-end collection from Burberry. It contains the creations presented during the London Fashion Week parades. Each firearm is produced in very small quantities and offered at very high prices. The major target of this type of product is limited since it is made up about entirely of personalities from the world of film, manner or sport. Its visibility and its importance for the group are not reduced, however : seen on stars and therefore wide disseminated in the media, it places itself as the color bearer of the brand at the level of the general populace .
Burberry Brit surely represents the main margins of the party in terms of collections, as its target is wide and varied. It is indeed the mainstream collection of the theater, which combines both trendy products and other more classic, at much more low-cost prices. originally developed for the spanish and japanese markets, the line now applies to Europe as a whole. Two main collections are produced each year, Autumn / Winter and Spring / Summer, largely in Asia .
Burberry London is the Burberry fashion course. It is for men and women who want to be dressed elegantly for the workweek. it is a identical “ city ” solicitation. It offers collections that are more fashion-oriented than Burberry Brit. We can nowadays find certain elements of the solicitation in the United Kingdom, Japan, Portugal, Italy, Canada or France .
The sword markets aroma, like My Burberry, an Eau de parfum for women which draws its inspiration from the design of the iconic trench while evoking a London garden after the rain. Among the masculine essences, Mr. Burberry fits into a register that is both classical and contemporary, echoing the black trench coat and the London atmosphere. Burberry ‘s Perfume and Beauty division are alongside the Accessories, Women ‘s and Men ‘s ready-to-wear departments, not to mention the Children ‘s solicitation. The Perfumes branch is now under the manipulate of the Coty group, following the transgress of the license agreement with Interparfums.
Burberry structures its activities in five geographic areas : England, the perch of Europe, North America, Asia-Pacific and the pillow of the worldly concern ( emerging markets ). Although much show in the form of official stores, the main margins of the group come from its numerous concessions in dress stores around the global .
It is difficult to know precisely the full number of places in which Burberry products are sold, then many franchise establishments are numerous and extensive. however, in 2003 the group estimated 3,162 the count of outlets 12 in around 90 countries. Burberry focuses on retail sales, which were distributed as of March 31, 2007 ( end of fiscal year ) as follows : 77 Burberry stores ( compared to 66 in 2006 ), 182 dealerships ( compared to 164 in 2006 ) and 33 factory release stores ( compared to 30 in 2006 ) .