Burberry underwent a rebranding effort to modernize its image and expand globally. The luxury brand was previously known for its trench coats and association with British royalty and upper class culture. However, as fashion trends evolved, Burberry's image became old-fashioned. The company hired new leadership and embarked on a rebranding campaign with three objectives: upgrade designs, increase sales, and expand into foreign markets. Burberry revamped its flagship styles to appeal to contemporary consumers, introduced new designs endorsed by celebrities, and blended modern and classic styles with a touch of elegance, such as adding swimwear. This rebranding helped Burberry increase sales and establish a global presence.

2. Rebranding at Burberry
Burberry is a very common name in the
fashion industry. Founded in England 150
years ago, they were known for
waterproof fabrics and trench coats.
As the fashion industry evolved into a
hipper version of trench coats, the royals
and the preppies who once supported the
fashion style, started to embrace pop
culture and no longer wanted the
Burberry fashion style.
The image of Burberry was old fashion and
frumpy.
In order to increase sales and the demand
for this fashion icon, the company hired
new leadership and embarked on a
campaign of rebranding .
Three objectives
Upgrade the design.
Increase sales.
Expand into foreign markets.
.
Explanation of change
The brand wanted to be known for
its flag ship styles, but styles
needed to be revamped to reflect
consumers demands.__
1. Make new designs
To be worn and made
popular by celebrities
___
2. Mix modern and classic with
a touch of elegance.
Added sw imw ear
Burberry
Designs
Lucerne Publishingis an Equal
OpportunityEmployer.
Made in England 150 years ago

3. The company has a robust workforce totaling 10,000
employees across the globe. According to glass
door(2018) the employees are among the highest
paid in the industry
The brand is well known in
England and was small and
exclusive to Royals and
Preppies. Had a reputation for
“gangwear”, although unhappy
about the connection, sales
begin to increase.
The idea to go internationalwith their brand
and expand to Japan & China was a pivotal
point in the history of the business.
.
Built 50 stores in China in 2010.
Effect global presence Effect market trends
The Company decided
to go public in the
summer of 2017. In
spite of unfavorable
Market conditions.
They continued on the
road of producing
luxury goods to their
target audience
Sales rose 27% in the 3rd
quarter.
This is proof that
Burberry was on its way
back.
A day at work at Burberry
The fashion industry had all but abandon the
luxury styles for a more casual look.
Luxury goods group had issue a profit warning,
sending its shares down(Felsted, 2012).
Burberry continues to push forward with its
luxury brand fashions.
Economic uncertainty is indeed a consideration;
however, Burberry opened another store in
England in an attempt to let investors know that
they can weather the storm.
They continue to have confidence in luxury
fashions (Felsted,2012).
EFFECT ON ECONOMIC TRENDS

4. References:
Working at burberry, retrieved from:
https://www.burberryplc.com/en/people/working-at-burberry-html
Felted, Andrea (9/11/2012) Luxury sector fears Burberry has set trend., Financial times
Glass door.com