Burberry. The name conjures images of trench coats, refined elegance, and a heritage steeped in British history. Yet, the brand's journey hasn't been a smooth, upward trajectory. It's a story interwoven with periods of immense success, unexpected decline, and a dramatic rebranding effort born from a complex relationship with a specific segment of British society: the "chavs." This article will delve into the fascinating history of Burberry, exploring its origins, the rise and fall of its association with "chav" culture, and the strategic decisions that led to its spectacular comeback.
When Was Burberry Established? A Legacy Forged in Innovation
Thomas Burberry founded the company in 1856 in Basingstoke, Hampshire, England. Initially a draper, Burberry's genius lay in his innovative approach to textiles. His invention of gabardine, a durable, water-resistant fabric, revolutionized outerwear. This innovation proved crucial, paving the way for the iconic Burberry trench coat, a garment initially designed for military use during the First World War. Its practicality and stylish design quickly gained popularity, transcending its utilitarian roots and establishing Burberry as a brand synonymous with quality and durability. This early success laid the foundation for the brand's future, albeit one that would experience significant fluctuations in its cultural standing.
History of Burberry Checks: From Subtle Elegance to Controversial Symbol
The Burberry check, a now-ubiquitous pattern, holds a significant place in the brand's history. Its origins date back to the early 20th century, initially used as a lining for garments. The classic Nova check pattern, featuring a beige, red, black, and white design, evolved over time, becoming a distinctive and recognizable element of the Burberry brand. Initially, its use was subtle, a discreet mark of quality for discerning customers. The check’s understated elegance contributed significantly to Burberry's image as a purveyor of sophisticated, high-end clothing. However, this understated elegance would soon become a point of contention.
Burberry Check Print History: A Shift in Perception
The Burberry check's journey is a microcosm of the brand's overall trajectory. For decades, it remained a symbol of refined taste, associated with the British upper class and a sense of heritage. However, as the brand's popularity broadened, so did its accessibility. This wider accessibility, coupled with shifts in British culture, led to the check becoming associated with a different demographic: the "chavs."
Burberry Chav Culture: A Brand's Unintended Association
The term "chav," a derogatory term used in the UK, describes a young person, often from a working-class background, perceived as exhibiting anti-social behavior and a particular style of dress. In the late 1990s and early 2000s, Burberry clothing, particularly items featuring the iconic check, became unexpectedly popular among this demographic. This association was largely unintentional but deeply impactful. The Burberry check, once a symbol of understated luxury, became, in the eyes of many, a marker of "chav" culture. This association damaged Burberry's carefully cultivated image of refined elegance. The brand found itself grappling with a negative perception, linked to images of council estates and violent incidents, leading to a significant drop in sales and a crisis of brand identity.
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