So the new Burberry is finally here. During last Summer, my article concerning the iconic British brand received lots of attention. Some people said that they liked the old logo and patterns but others said that it was Burberry's last chance to make some adjustments, hence, to renew herself. We have seen from the end result that changes were not so radical. Well. They can never be because "a brand's soul" must be orderly protected but refreshed at the same time.
The whole re-branding process can be a very tricky thing. Something must be done but not too much. Still, the public must see some changes. I can imagine the whole process, hence, what happened inside the fashion house during that process. Lots of good and bad ideas; endless meetings and workshops; wrestling matches between traditionalists and progressives; huge piles of vegetarian food and hundreds of liters of coffee.
Now people have seen the end result but the brand has not introduced all collections for different seasons because that will only showcase the whole new brand aura. Now we are only seeing some glimpses but experts might already know what new is coming up. My personal opinion is that I like the new brand image. It has touchpoints to the modern British culture and especially to the famous London lifestyle, which is bold and creative. Britain, especially London is one of the most progressive cities in the whole world and Burberry is now on the same level. This means that the British can stand tall and be extremely proud of the new Burberry.
This is the official blog of The Luxury Sales Academy. Articles have been written by Founder, Master of Arts Jukka Aminoff FRSA.