I just recently finished up a case analysis on the repositioning of Burberry and I must admit I was extremely impressed by the bang up job Rose Marie Bravo and her team did with turning around Burberry. This dream team completely transformed Burberry from being an old stuffy staple garment brand into a fashion forward brand that should and could rip the runways with the best of the industry.
I decided to write about this because I find that so many people who claim they love fashion solely contribute the greatness of a fashion house/brand/company to the the designers; when in fact a successful brand has a fabulous partnership of creative and business minds. It was Bravo that simply had an idea of what Burberry should be and as soon as she took on the position of CEO she jumped completely in telling her husband, something along the lines of she was going into a black hole and she had no idea of when she would return. Her dedication to her position was simply amazing!
Bravo felt like Burberry had the potential to redefine it’s role in the luxury market, and be both classic and fashion forward; and with the tailoring of it’s core products for Burberry London, the roll out of Burberry Prorsum, and the major refining of licensing agreements Burberry was able to reach it’s full potential.
The team held no punches and rolled out an amazing advertising campaign featuring Kate Moss and Stella Tennant. The campaign was the first under Bravo’s reign and had the creative backing of Photographer: Mario Testino, Creative Director: Fabien Baron, and Advertising Agent: David Lipman. The ads presented a new fresh Burberry look by featuring the somewhat edgy Kate Moss and the more conservative Stella Tennant, presenting a medium of the classic and fashion forward image Burberry wanted to present.
I remember feeling like Burberry’s image was completely different from the Burberry I grewup seeing and it’s a great feeling to know the who, what, when, where and why to what you watched transpire. And if it were not for the hard work that team put in during the late 1990’s early 2000’s would Burberry be the brand we all know and love.
* All pictures are slides from my powerpoint presentation for the assignment taken from the web.