Burberry must end emphasis on shock factor and focus on being loved again

New CEO needs to join dots between avant garde catwalk looks and what customers want from British group

• Burberry replaces CEO as it issues fresh profit warning

Burberry has blessings that other brands would kill for. Everyone knows what a Burberry trenchcoat is, and pretty much everyone would be thrilled to have one. Burberry is a household name at a time when shoppers buying luxuries prize a prestige brand more than anything else. It is one of the elite labels that have meaning in the world of power and status, not only fashion.

In the trenchcoat – a perennial wardrobe classic – it owns prized real estate on the Monopoly board of luxury. (Consider how much mileage Gucci makes out of owning the loafer.) It has 168 years of heritage, and a bone-deep authenticity as the outfitter of Scott and Shackleton. It makes coats that last a lifetime, which chimes with modern values of sustainability. It stands for Britishness and quality. Success should, surely, be an open goal.

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from Fashion | The Guardian https://ift.tt/ADvurUk
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