There are many brands which have fallen and haven’t been able to pick themselves up but the few iconic ones which rebranded themselves became such a huge hit, that they continue to reign hearts and minds of consumers globally. Such is the story of Burberry which re-invented itself after it faced an issue which almost every brand on the planet faces- down market imitation.
This started off when Burberry hired Christopher Bailey from Gucci’s womenswear division who had been key to bringing a sex appeal to the conservative brand. Burberry became extremely cool from being an aristocratic brand which resulted in high demand. The brand extensively licensed their products and provided cash injections which led to down market imitation.
This was curtailed when Angela Ahrendts took over the brand in 2008 and put emphasis on gaining control over the brand. Their famous chequered patterned fabric which had gotten heavily imitated at that point wouldn’t serve as a saving grace and hence, Burberry decided to roll out a new story which would essentially lead to rebranding itself.
Embracing Innovation
Just like Apple, Burberry went on to embrace innovation and aggressively moved to the digital space. At a time where design houses saw websites as an additional cost that they did not want to incur, Burberry went ahead and delved deeper into the realm of the internet with active social media accounts, digital engagement with consumers and livestreaming of fashion events. The brand even redesigned its Regent street store to reflect it’s website.
Staying True To The Roots
The brand however, incorporated as much history as they potentially could into their re-branding efforts. With clothes that did not entirely imbibe the vibe of the iconic chequered print, Burberry still kept a hint of the same under shirt collars. The brand also employed British actors, musicians and models to imitate the history that it had created over the years who represented the brand on a cultural level.
Determined to start afresh, the brand confidently rebranded itself after having obituaries printed out in magazines and newspapers. The brand which moves with audacity, as is its Latin motto continues to woo people with their majestic and royal appeal complimented with classy and modern fashion apparel. The Burberry rebranding story continues to be a brilliant case study in understanding how innovation, especially in the digital space can take a brand from having endured uncomfortable perceptions to becoming coveted once again.
