Burberry underwent a revival in the late 1990s led by Rose Marie Bravo. The brand had lost its luxury appeal and exclusivity through over-licensing, inconsistent quality, and a product range that spanned from wallpaper to chocolate. Bravo repositioned Burberry through its 4Ps: reclassifying product lines as core luxury or fashion-oriented; increasing prices on par with competitors; evolving the distribution model with flagship stores; and renaming to communicate a discontinuity with the past while honoring the heritage. The revival helped Burberry regain its image as a luxury brand through stricter control of its design, manufacturing and distribution.