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BURBERRY mainly has three product lines:
BURBERRY LONDON, BURBERRY BRIT and BURBERRY PRORSUM.
Emma Watson models Burberry London, left, Burberry Brit and Burberry Prorsum, right
The label PRORSUM, which means “forwards” in Latin, was founded in 1904. It is BURBERRY’s highly respected ‘runway’ collection, which draws inspiration from the BURBERRY archives and is the BURBERRY House’s most trend driven collection. Furthermore, BURBERRY PRORSUM is all made in Italy. After Roberto Menichetti, Christopher Bailey has created several well-reputed series for this label. BURBERRY PRORSUMS is designed for high-end, high-cost fashion gurus.
In 2014, BURBERRY PRORSUM for women outperformed and loads of celebrities chose BURBERRY PRORSUM attending all sorts of grand occasions.
Olivia Palermo was spotted look oh-so-very chic wearing a Burberry Prorsum Fall 2014 ensemble which featured a long-sleeved hand-printed floral and leaf-print ankle-length dress styled the same way as we saw it on the runway, with a graphic-print scarf belted around the waist.
It is BURBERRY PRORSUM that received the high honour of most worn item with a colour-block, check blanket poncho that quickly made waves with its autumnal hues and monogrammed initials. Supermodels like Cara Jocelyn Delevingne taking her CJD rendition straight from runway to sidewalk. Fellow models Suki Waterhouse, Rosie Huntington-Whiteley, Alexis Chung all looked equally cool in theirs.
BURBERRY LONDON is the ‘classic’ BURBERRY line founded in 2006, with much of the trench coats still made in England. These are the coats and checked scarves consumers most readily associate with the BURBERRY brand. This collection suits the modern businessman and classic dresser, regardless of age. Although some of the collection also takes inspiration from the more European feeling ‘PRORSUMS’ lines, BURBERRY LONDON accommodates the tastes of a more classic dresser.
BURBERRY BRIT is the most youthful line, and no doubt, also the most affordable. This label was founded in 2003 and the collection still features trench coats but the cuts tend to be a little more trend-led. In addition, BURBERRY BRIT tends to be made in the Far East, making the clothes cheaper.
The above pyramid shows the contribution of each line to the retail apparel revenue. As we can see, BURBERRY BRIT contributes nearly half of the retail apparel revenue. BURBERRY LONDON is also doing financially quite well since it devoted 45% of the whole retail revenue. Most of the luxury brands are losing money on their runway collections. BURBERRY PRORSUM is making profits though at a small percentage.
BURBERRY BLACK LABEL and BLUE LABEL are two labels available only for Japanese market. BURBERRY BLACK LABEL is only for men while BURBERRY BLUE LABEL is designed mainly for women. BURBERRY leaders found they had a large following in Japan; the company was intrigued with the Japanese culture and wanted to make a label specifically for this location. Therefore, BURBERRY licensed Sanyo Shokai Ltd. to produce a collection targeted to the young, female Japanese consumer. However, it is said that Sanyo Shokai Ltd. and BURBERRY will terminate their relations in July 2015.
Recently, in 2012, BURBERRY has made its first attempt at ‘mass customization’ by launching BURBERRY BESPOKE, a programme that allows customers to design and purchase their own, personalized version of the company’s iconic trench coat. The service takes four to eight weeks to deliver a finished coat and the prices range from £1395 to more than £6000.
Beauty lines
Beauty, now firmly established as BURBERRY’s fifth product division, reached its first anniversary of direct operation in April 2014. With the repositioning of the fragrance portfolio and the broadening of BURBERRY’s nascent make-up business, BURBERRY is still early in the cycle of this under-represented category for the brand and sees significant potential ahead. The establishment of Beauty as Burberry’s fifth product division, which recorded some early successes including the launch of two new fragrances, the opening of the first Burberry Beauty Box pilot store in London and the integration of Beauty and fashion across product, events and marketing. In its first year of operation, beauty sector contributed wholesale revenue of £144 million, which represents 7% of the retail/wholesale revenue. While the new product division has made a modest financial contribution in 2013/14, reflecting the complexities and challenges of this transition year, BURBERRY expects their investment in this category to be a key component of future growth.
BURBERRY Beauty Box store in Seoul, Korea
Very recently, on the 5th of January, BURBERRY has opened its Beauty Box store in Seoul, Korea; marking the introduction of its beauty retail concept to Asia. A range of bespoke services are offered in store, including the Burberry Beauty Box Bar; a tailored gifting hub assisted by a Beauty Stylist where customers can mix and match products both as gifts and for themselves. There is also a monogramming service for My Burberry bottles, made-to-measure consultations for make-up inspired by Burberry signature looks, master class sessions created by Burberry Make-up Artistic Consultant Wendy Rowe, and a fragrance discovery service: a 20 minute one-to-one consultation to explore the Burberry fragrance collection and discover the customer's perfect scent.
The British fashion house's new Mini-Me collection features pint-sized versions of Burberry Prorsum's fall 2013 collection, transforming selected adult looks into children's sizes.
But the miniature outfits, include a military style jacket, heart knit cashmere sweater and plastic-detailed trench coat, don't come cheap. Prices range from about $400 to $1,120.
To keep up with the demand of parents wanting to pass their high fashion on to their children, Burberry then opened five childrenswear boutiques, including stores in Istanbul and Dubai.
For 2013/14, BURBERRY children represented 4% of retail/wholesale revenue.
BURBERRY children
Burberry has been making its luxury childrenswear line since 2001, starting off with mini shearling and plaid duffel coats, as well as a Burberry Barbie, decked out in a trench and plaid skirt.
BURBERRY children intends to dress children with their classic signature checks at the heart of every collection for babies, boys and girls aged newborn to teens. With its mini trench coats and mini wellies, Burberry's latest childrenswear collection is giving parents and their fashionable offspring the chance to rock matching designer outfits.
From adult to adorable: With its mini trench coats and mini dresses , Burberry's latest childrenswear collection is giving parents and their fashionable offspring the chance to rock matching designer outfits
