Brand study on luxury fashion house Burberry, including history of the brand, signature style, research on store layout, facade & design of interiors, and uniqueness & quintessence of the brand. Three wallpapers, a window display with a theme accompanied by a comprehensive design process, and one store prop concept designed by the poster is also included.

1. Akansha Choudhary
BFT/19/286

2. Burberry is a British luxury fashion
house headquartered in London,
England. It currently designs and
distributes ready to wear including
trench coats, leather goods,
footwear, fashion accessories,
eyewear, fragrances, and cosmetics.
burberry
BRAND:

3. H I S T O R Y
▪ Burberry was founded in 1856 when 21-year-old Thomas
Burberry, a former draper's apprentice, opened his own
store in Basingstoke, Hampshire, England.
▪ By 1870, the business had established itself by focusing
on the development of outdoors attire.
▪ In 1879, Burberry introduced in his brand the gabardine, a
hardwearing, water-resistant yet breathable fabric, in
which the yarn is waterproofed before weaving.
▪ In 1891, Burberry opened a shop in the Haymarket,
London.
▪ Adapted to meet the needs of military personnel, the
"trench coat" was born during the First World War due to
its being worn by British officers in the trenches.
Burberry’s first ever store in
Basingstoke, 1856

4. The trench coat is the most popular
product by Burberry. Having evolved
from the Tielocken coat, The brand’s
quintessential British coat is a global
fashion icon.
The garment got patented by Thomas
Burberry in 1912. After the war, it
became popular with civilians.
Burberry has also specially designed
aviation garments.
THE CLASSIC
trench coat
In the 1920s, Burberry saw its next great
brand breakthrough with the creation of
its iconic check, a Scottish tartan design
with a beige base, accented by black, red,
and white. Originally, the check was only
sewn into the company's coats.
THE ICONIC
check

5. S
T
O
R
E
S
Burberry’s stores are
where a large number of
people interact with its
brand. The company has
implemented a company-
wide service model to
make sure that all staff
work to the same high
standards of service. It also
ensures that they focus on
building long-term
customer relationships.
This is because Burberry
understands that someone
may not buy on their first
visit to the brand, but they
may well buy in the future.
Likewise, if someone does
make a purchase, the
brand wants to make sure
it’s not a one-off.
Burberry today remains quintessentially British, with
outerwear at its core. Digital luxury positioning and
intensive focus on design innovation, quality and heritage
icons ensure continued brand purity and relevance globally
across genders and generations.
The brand
introduced stylish,
more avant-garde
apparel and
accessories, while
reinforcing the
company’s heritage
as a maker of
quality outerwear.
The design of the
stores is also very
carefully thought-
out.

6. interiors
Color is the most important
element of store interiors.
Lightning is very essential too.
Wall colors are usually neutral
with darker accents and
furniture. Together it brings to
mind Burberry’s classic trench
coat or tartan. This is a clever bit
of branding that’s often missing
from other retailers’ stores.

7. Burberry has installed an immersive and
interactive art installation by British artist
Graham Hudson across three floors, in its
Regent Street store by Riccardo Tisci.
‘Sisyphus Reclined’ combines sculpture,
sound and visual concepts, to create a
unique shopping experience for its visitors.
The brand is unique
for its typical usage
of light earthy
colors for
backgrounds and
deep brunette
shades for
movables at almost
all their stores.

8. This store has been draped in lush
curtains and carpeted floors for a sense
of intimacy — the curtains also serve to
mark out individually themed rooms
dedicated to Burberry’s heritage pieces.
Think rooms dedicated to the Heritage
trench, the car coat, and even a room to
celebrate the brand’s iconic Vintage
check.

9. S T O R E
window display
Façade with arched top
reminds us of Greek
Architecture
Cylindrical glass pillars at
Burberry’s Thomas Café,
London Burberry’s London flagship
Rectangular façades are
pretty common

10. A form of
merchandising
where products are
advertised by
creating what
appears like a larger-
sized replica of it.
The walls are
occupied by
Burberry’s classic
check print.
Burberry’s store at
N. Michigan
Avenue, Chicago

11. Burberry’s signature balloons
comprise of dazzling golden
balloons to showcase its
Christmas collection every year
Pop up store in Japan introduces its
Monogram backpack collection
Innovative manner of
displaying products

12. TRANSFORMING
the in-store
experience
As of 2019, Burberry is evolving their
distribution network to reflect their
positioning in luxury fashion. To ensure the
in-store Burberry experience reflects their
vision for the brand, they have translated
their new creative vision to their stores with
a new architectural and visual concept.
Burberry opens a social media connected store in
Shenzhen, China. The app forms the backbone of the
store, creating a phygital environment which rewards
customer interactions with digital benefits like product
scanning and digital gameplay.

13. W
A
L
L
P
A
P
E
R
S
wallpapers

16. The title of the theme comprises of two elements, “fall” – the autumn,
and “forties” – the decade of 1940s. The fall season occurs during
the last four months of the year, that is, September to December.
Since the brand has a history of producing avant garde products
while also taking care of its heritage, this year, it has decided to
introduce a collection by the name of “Fall in the Forties”, which, as
the name suggests, occupies a vintage type theme by combining
modern day outerwear with fashion that belonged to 40s UK.
W I N D O W D I S P L A Y
D E S I G N
THEME:
Fall in the Forties

17. brainstorming
vintage
retro
umbrella
furniture
brown
london
1940s
aesthetic
trench coat
padded shoulders
military
gabardine
fall
autumn
leaves
beret cap
hats
muffler
scarf
stockings
colours
lightning
harmony
fusion
minimalism
shape
form
budget
brand
overcoat
leather

18. name
age
gender
nationality
occupation
social status
marital status
appearance
style
personality
fav colour
movie genre
books / magazines
fashion icon
fav time of the year
preferred outfits
habits
motto in life
chloe clarke
28
female
british
head teacher, part-time social
media influencer
upper class – elite
divorced
tall, confident, athletic build
sophisticated clothes
traditionalist, fashionable and
reserved
coffee brown
old-school classics, vintage films
elle, instyle uk, jane austen novels
grace kelly
october
retro style overcoats, trench
coats
painting, reading, cardio work-
outs, travelling, modelling
if you believe, you can achieve
client
board

19. theme board

20. inspiration board
Dulcie Gray, former
British actress
Vintage furniture
United Kingdom
Fall Outfit trends, London, 1942
Classic 40s coats Old fashion pamphlet

21. mood board
M
O
O
D
B
O
A
R
D

22. ivory
mahogany
brown
beige
bone
coal
khaki
peach
brunette
peanut
P A L E T T E
colour
board

23. Kalamkari is a type of hand printed or
hand block printed cotton textile
produced in Andhra Pradesh and
Telangana. It refers to the ancient
style of hand painting that is done
with a tamarind pen, using natural
dyes.
kalamkari
CRAFT:

24. objects
used
in
window
▪ leather handbags
- showcases its collection
▪ two mannequins
- displays the outfits, mufflers, stockings and handbags
▪ umbrellas
- a product included in the collection
▪ vintage era round table
- portrays the theme of the collection
- composed of vineer wood
▪ ceiling lights
- highlights the key products
▪ tree prop with scattered leaves
- represents fall theme
- made of carboard and paper
6
1
5
2
4
3

25. objects
used
in
window
TREE PROP – INSPIRED BY
KALAMKARI CRAFT

26. 1 2 3 4
5 6 7 8
9 10 11 12
1. gabardine
2. nylon
3. fiberglass
4. polyester
5. paper
6. medium density fibreboard
7. leather
8. cotton
9. carboard
10. glass
11. wool
12. metal
material
board

27. initial
design
mannequin
umbrella
vintage table
handbag
lights

28. final
design
( after adding
craft element )

29.  timber
 acrylic
 light density fibreboard
 plastic
 epoxy resin
 cotton
 stainless steel
 brass
 plywood
 paper
materials  light density fibreboard
 cotton
 plywood
REPLACING THE
MATERIALS
 light density fibreboard
 cotton
 plywood
 cardboard
 cotton
FINAL
MATERIALS
P R O P D E S I G N

30. final prop
First, we put a gift box with its lid
open. Then, we add clouds around it.

31. prop description
This floor prop carries two components – a gift box
and a heap of cloud-like structures lying in and
around it. Burberry, being a luxury fashion brand,
has an endless inclination towards usage of gift
boxes for advertising its products. Also, the brown
and peach shades used for painting the carboard
gift box are the exact colours the brand
quintessentially utilizes in its retail design. The
second component is depicted by a group of
cotton clouds adorning the box to create an eye-
winning sight altogether. Selling of products that
are in line with its British heritage is typical of
Burberry, which originates from London, a city that
is the hub of monsoons. The rain and the sky of
London are popular across the globe. This serves
the purpose of using clouds in the store prop.
cardboard
cotton

32. prop description
The developed prop will definitely be
liked by the customers. It would act as a
focal point of the store that quickly
catches hold of the eye of the viewers.
The sight of a 2’9 feet gift box can create
cheery and joyful feelings inside the mind
of the customers. Cotton clouds that
beautifully compliment the unboxed gift
are a very rare sort of objects that one
would barely be able to find in any store,
hence, watching them would be an
amusing experience. The customers are
likely to keep laying their eyes on the prop
for a longer number of seconds, to
appreciate its charm.