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Say farewell to Prorsum, London, and Brit.
Today, Burberry announced that its three separate collections–Prorsum (runway)London (iconic trenches andaccessories), and Brit (casual clothing)–will now all be fused into one labelsimply called Burberryby the end of 2016. "The behavior of the luxury customer is evolving, their style is more fluid and this is reflected in the way they shop." Burberry chief creative and CEO Christopher Baileysaid in a press release, "The changes we are making allow us to serve this new behavior more intuitively. By unifying our three lines under one label we can also offer a much more consistent experience of Burberry's collections."
This news follows the trend of otherbrandsdecidingto consolidate lines this year, including Marc JacobsfoldingMarc by Marc Jacobsinto the maincollection back in March,Donna Karan closing her namesake line and keeping DKNY in June,and Victoria Beckham merging her denim collection with herlower-priced Victoria, Victoria Beckham line in May.
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Kristina Rodulfo is the Beauty Director of Women's Health—she oversees beauty coverage across print and digital and is an expert in product testing, identifying trends, and exploring the intersections of beauty, wellness, and culture. Prior to Women's Health, the Filipino-American, NYC native and NYU alumna was at ELLE.com for four years. As Senior Beauty Editor, she reported and co-produced the Webby Award-nominated documentary Beat: How Drag Queens Shaped the Beauty Industry and hosted the millions-viewed video series "Beauty Haul." She can never decide whether or not to get bangs, feels naked without winged eyeliner, and will never shut up about running the NYC Marathon.
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As a seasoned fashion industry expert with a deep understanding of the dynamics within luxury brands, I bring forth a wealth of knowledge to decipher the recent developments in Burberry's strategy. My expertise in fashion trends, brand positioning, and industry shifts allows me to provide valuable insights into the significant changes announced by Burberry.
The article discusses Burberry's decision to unite its three distinct collections – Prorsum (runway), London (iconic trenches and accessories), and Brit (casual clothing) – under a singular label, simply named Burberry. This strategic move is not merely a rebranding exercise but a response to the evolving behavior of the luxury customer, as articulated by Burberry's chief creative and CEO, Christopher Bailey.
The evidence supporting this decision lies in the understanding of the luxury market and consumer preferences. The assertion that the luxury customer's style is becoming more fluid aligns with broader industry observations. The fusion of the three lines aims to cater to this changing consumer behavior, providing a more intuitive shopping experience.
By consolidating the three lines, Burberry seeks to offer a more consistent and cohesive representation of its collections. This strategy mirrors a trend observed in the fashion industry, where several brands have opted to streamline their offerings. Examples cited in the article include Marc Jacobs folding Marc by Marc Jacobs into the main collection, Donna Karan closing her namesake line and retaining DKNY, and Victoria Beckham merging her denim collection with the lower-priced Victoria, Victoria Beckham line.
This move by Burberry reflects a broader shift in the industry, where brands are adapting to changing consumer expectations and market dynamics. As an expert, I can emphasize that such strategic decisions are not arbitrary but rooted in a thorough understanding of the luxury fashion landscape, consumer behavior, and the need for adaptability in a constantly evolving market. This consolidation is a strategic response to create a more unified brand identity, enhance consumer experience, and align with the evolving preferences of the luxury clientele.
