The power of branding

Burberry is a classic example of Why image is everything in this industry and how Branding, marketing and promotions can change or in the case gain respect in the industry.

Founded in 1856 by Thomas Burberry at 21 years old, he introduced Gabardine into his clothes, in 1914 Burberry was commissioned by the war office to adapt it Officers coat to the warfare conditions resulting in the trench coat, which became very popular with civilians, the iconic check was created in the 1920’s which was then used and still is to line the trench coats.

Burberry is a classic English designer, never failing to deliver at fashion week with innovative yet classic garments. In the 1990’s Burberry became associated with the ‘chav’ stereotype, Because of the counter fitting of the print originally used to line the trench coats. This became a classic example of prole drift, which is where an upmarket brand becomes popular among the working class.

has taken a number of steps to distance itself from the stereotype. It ceased production of its own branded baseball cap in 2004 and has scaled back the use of its trademarked checkered/tartan design to such an extent that it now only appears on the inner linings and other very low-key positions of their clothing. It has also taken legal action against high-profile infringements of the brand. In August 2006, a company introducing tuk-tuk vehicles into the south coast city of Brighton, England named one the "Chavrolet", which had it painted in the distinctive Burberry tartan. They had to withdraw the vehicle when Burberry threatened proceedings for breach of copyright.

After many years of limiting the use of the Burberry tartan, Burberry have finally re-vamped there collections and are able to use the tartan without it being associated with the 'chav' stereotype.