Barberry

Story

Burberry Women's Bag

Founded in 1856 by Thomas Burberry when he opened a small textile shop in Hampshire.

In 1880, Thomas Burberry invented the world's first "breathable" waterproof gabardine fabric, named after the thick cape found in Shakespeare's works (for example, in The Merchant of Venice) and saving from bad weather. In 1888, the technology for the production of gabardine was patented. Clothing made from the new material became an alternative to heavy rubberized mackintosh raincoats.

In the first decades of its existence, the company specialized in the production of outerwear, was a supplier to the British army. Roald Amundsen's expedition to the South Pole was outfitted with Burberry protective clothing.

In 1900, the firm opened a store in Paris[4].

During the First World War, the company supplied water-repellent officer overcoats. The model was called Trenchkot (eng. trench coat) [4].

After the end of the First World War, the company's clothing became popular among the civilian population. In particular, the characters of such famous films as "Casablanca" and "Breakfast at Tiffany's", as well as some characters of the famous series "Agatha Christie's Poirot" were dressed in Burberry clothes.

In 1920, the company's shares began to be traded on the London Stock Exchange.

From 1926 until the early 1950s, the firm was headed by the second son of the founder, Arthur Michael. In 1955, Burberry was acquired by Great Universal Stores (GUS).

The Burberry brand was popular in the 1960s and 1970s[4].

From July 1, 2006 until the spring of 2014, Angela Ahrendts was the CEO of the company. During the 7.5 years of managing Burberry, Ahrendts almost tripled the company's sales to more than $3 billion, while the company's capitalization grew by 300% [5]. She radically changed the range of products and began to actively conquer new markets - China, India, Dubai and the United States. In addition, it was Ahrendts who was the first of such large-scale leaders to promote luxury designer clothes in social networks[6].

Owners and management

According to Reuters, as of mid-December 2007, 88.34% of Burberry Group shares are owned by institutional investors. Capitalization in mid-December 2007 - 2.54 billion pounds ($5.16 billion) [7].

Creative Director (Chief Designer) - Ricardo Tisci. The CEO is Christopher Bailey[8].

Activity

The company produces only raincoats on its own, the rest of the products are produced by third-party factories [7]. Burberry products are sold through 330 retail outlets, as well as through wholesalers. Besides the company carries out trade under catalogues. Since 1981, Inter Parfums has also produced perfumes under the Burberry brand.

Revenue for the 2008 financial year - 995.4 million pounds, for 2007 - 850.3 million pounds (an increase of 17.1%). Net profit for the 2008 financial year - 135.2 million pounds, for 2007 - 110.2 million pounds (an increase of 22.7%). Revenue for the 2016 financial year 603 million pounds.

On September 6, 2018, Burberry announced that it was phasing out the use of natural fur in its products[9]. A month earlier, the company had also retired the Equestrian Knight logo it had used, with redesigns, since 1901[10].

"Cage" Burberry

Umbrellas in the famous Burberry check

Burberry's trademark, often used in the company's products, has become the "cage", which uses red, black, white and sand colors (known since 1924 under the name Nova). In the 1970s, such a pattern on clothing and accessories became popular among English football fans, being associated with hooligan football culture up to the present day. Partly because of this, the "cage" "Burberry" has become one of the symbols of Britain.

Brand lines

Burberry Prosum. The first line of women's, men's clothing, shoes, accessories and perfumes;

Burberry London. Line of women's, men's clothing, shoes, accessories and perfumes;

Thomas Burberry. Line of women's, men's clothing, shoes, accessories and perfumes;

Burberry Sport. Collection of women's, men's sportswear, shoes and accessories;

Burberry British. Collection of women's, men's clothing, shoes in casual style;

Burberry beauty. Brand cosmetic line;

Burberry Watches. A line of watches for women;

Burberry Eyes. A line of sunglasses for men and women;

Awards

2000 - BFC Classic Design Award from the British Fashion Council.

2001 BFC Contemporary Design Award from the British Fashion Council.

2004 - Burberry Brit Best Women's Fragrance of the Year by Luxe Awards.

2005 - "Burberry Brit Men's Fragrance of the Year" from the Choice Awards.

2009 - BFC Brand of the Year Award from the British Fashion Council.

2010 - BFC Digital Innovation Award from the British Fashion Council.