Thomas Burberry founded the brand in 1856. What began as a collection of sturdy outerwear sold out of a shop in Hampshire, evolved to include jackets in airy, water-resistant gabardine by 1880. Ten years later, Thomas Burberry & Sons debuted in London’s West End. In 1911, the house outfitted the first explorers to reach the South Pole, and by 1914, adapted its coats for WWI soldiers fighting in the trenches (hence the trench coat). Its trademark check pattern lined its trench coats by 1920, and rose to national ubiquity by 1955, when Queen Elizabeth II awarded the house a Royal Warrant. In 1961, the house dressed Audrey Hepburn in Breakfast at Tiffany's, introducing its branch of accessories by the mid-sixties. Aggressive retail expansion in the seventies and eighties spun Burberry into a household name, with stores in every major U.S. city. Embracing another image shift in the late nineties, Burberry furthered its hold on the luxury market through high fashion, debuting its first ready-to-wear collection under Roberto Menichetti, and launching major advertising campaigns. By 2001, Burberry became cool, thanks to then-CEO Rose Marie Bravo, who tagged Kate Moss as muse and Christopher Bailey as designer. Bailey worked under Tom Ford at Gucci, and he has brought that same sexy edge to the revered heritage brand. He combines punk with luxury, and edge with class. And while the house’s legendary coats still dominate, they serve as a canvas for Bailey’s art.
The target market has definitely changed throughout the years. The companies used to dress soldiers and now they place their high-end looks on people that can afford this pricy brand. They have become a very popular brand in the luxury fashion world. They did not stick with their originally target market they keep creating new ones. These examples of old and new Burberry ads show that the brand has changed dramatically from the original look, feel, and target market.
OLD AD:
NEW AD:
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