世界百大品牌  – Rank no.77 –  UK

世界百大品牌 – Rank no.77 – UK

Top 100 Brand in The World – Rank no.77 – Burberry Group – UK

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5,189 $m
Expanding Burberry’s signature retail presence, with a cascade of flagship openings in London, Chicago, Hong Kong, and Milan and another 25 stores set to open in 2014, the brand is strengthening its positioning as a global luxury leader. Retail space increased 13 percent on average over the year, with retail revenue achieving 12 percent growth. Continuing investment and innovation in digital, from RFID-enabled personalized content via the A/W13 runway show to the interactive retail theater of Burberry World Live, incorporating Burberry Acoustic, the brand excels in its immersive and seamless melding of online with offline. The Financial Times heralded Burberry as “the most connected brand in luxury.” While the economic slowdown in China has impacted brands across the board, digital leadership has helped Burberry stay strong, with Chinese website traffic up 70 percent and increased digital integration in its stores. Ongoing elevation of product offerings has seen asserted investment in the Prorsum and London labels and control exerted over fragrance and beauty, moving from a licensed model to a directly operated business, with beauty highlighted firmly as a key growth platform. We continue to see Burberry embrace the new with the brand’s first-ever watch, The Britain, while celebrating its heritage by returning the menswear show to London for the first time in a decade. It is this marriage of tradition and innovation that will continue to serve the brand well.
Burberry Group plc Dante
Burberry logo.png
Type Public company
Traded as LSEBRBY
Industry Fashion
Founded Basingstoke, England (1856)
Founder(s) Thomas Burberry
Headquarters London, England
Number of locations 473
Area served Worldwide
Key people John Peace, (Chairman)
Angela Ahrendts, (CEO)
Christopher Bailey, (CCO)
Products Clothing
Revenue £1,857.2 million (2012)[1]
Operating income £376.9 million (2012)[1]
Net income £265.1 million (2012)[1]
Employees 9,000[2]

Burberry Group plc is a British luxury fashion house, distributing clothing and fashion accessories and licensing fragrances. Its distinctive tartan pattern has become one of its most widely copied trademarks. Burberry is most famous for its trench coat, which was designed by founder Thomas Burberry.[3] The company has branded stores and franchises around the world and also sells through concessions in third-party stores. Queen Elizabeth II and the Prince of Wales have granted the company Royal Warrants. The Chief Creative Officer is Christopher Bailey. The company is listed on the London Stock Exchange and is a constituent of the FTSE 100 Index.

According to a 2009 report released by Business Weekly, Burberry was the 98th most valuable brand in the world that year.


Early years, 19th century[edit]

Burberry was founded in 1856 when 21-year-old Thomas Burberry, a former draper’s apprentice, opened his own store in Basingstoke, Hampshire, England.[6] By 1870, the business had established itself by focusing on the development of outdoors attire.[6] In 1880, Burberry introduced in his brand the gabardine, a hardwearing, water-resistant yet breathable fabric, in which the yarn is waterproofed before weaving.[6] Burberry was the original name, but then the company soon switched to using the name Burberrys, after many customers from around the world began calling it Burberrys of London. This name is still visible on many older Burberry products. In 1891, Burberry opened a shop in the Haymarket, London, which still exists and until recently was the site of Burberry’s corporate headquarters. Now the headquarters are at Horseferry House just behind Houses of Parliament, Westminster (London).

20th century[edit]

The Burberry check

In 1901, the Burberry Equestrian Knight Logo was developed containing the Latin word “Prorsum”, meaning forwards, and registered as a trademark.[6] In 1911 they became the outfitters for Roald Amundsen,[6] the first man to reach the South Pole, and Ernest Shackleton, who led a 1914 expedition to cross Antarctica. A Burberry gabardine jacket was worn by George Mallory on his ill-fated attempt on Mount Everest in 1924.

In 1914, Burberry was commissioned by the War Office to adapt its officer’s coat to suit the conditions of contemporary warfare, resulting in the “trench coat“.[6] After the war, the trench coat became popular with civilians. The iconic Burberry check was created in the 1920s and used as a lining in its trench coats.[6]

Burberry also specially designed aviation garments. A.E.Clouston and Betty Kirby-Green made the fastest flying time to Cape Town from London in 1937 and were sponsored by Burberry.[7]

Burberry was an independent company until 1955, when it was taken over by Great Universal Stores (GUS).

During the 1970s, the brand became popular with the British casual cult, leading to its being associated with members of football firms by the 1990s and ‘chav‘s the following decade.[8][9] Such a shift in a brand’s clientele exemplifies prole drift.

In 1998, Burberry’s changed their marketing name to Burberry.[10] Most of their items changed too, but many accessory items still had the Burberry’s name.

21st century[edit]

In May 2001, Christopher Bailey joined Burberry as creative director and became Chief Creative Officer in November 2009.[11][12] Bailey is credited with transforming the fortunes of the company.[11]

A Burberry store in Tsim Sha Tsui, Hong Kong

Burberry Group plc was initially floated on the London Stock Exchange in July 2002.[13] GUS divested its remaining interest in Burberry in December 2005.[14] In 2006 Rose Marie Bravo, who as Chief Executive had led Burberry to mass market success, retired.[15] She was replaced by current CEO Angela Ahrendts.[16]

In 2005, Sanyo-shokai was the Burberry ready-to-wear license holder in Japan with retail value of €435 million.[17]

Burberry first began selling online in the US, followed by the UK in October 2006, and the rest of the EU in 2007.[18] In recent years, Burberry has attempted to rebrand itself with advertisements in GQEsquireVogueTatler and Harper’s Bazaar, and is well known for using British celebrities in its advertising, including models Kate MossAgyness DeynJourdan Dunn and Lily Donaldson, singer George Craig, actress Emma Watson, who was named the face of Burberry’s 2009 Fall/Winter campaign and the cover model for the 2010 Spring/Summer campaign,[19][20] and Rosie Huntington-Whiteley, who was unveiled as the face of Burberry’s newest fragrance, Burberry Body, in July 2011.[21] In June 2010, the Group launched its first cosmetics line, Burberry Beauty.[22]

Angela Ahrendts, who took over in July 2006, has been credited with turning round the company’s fortunes. In 2013, it was announced she had taken home a total pay packet of £16.9m, putting her top of the executive pay league—the first time a woman topped the table.[23] A mid-October 2013 announcement revealed that Ahrendts will commence as a senior vice president at Apple, Inc. in mid-2014. Ahrendts oversaw Burberry’s digital strategy for almost eight years and, during her tenure, sales increased to about US$3.2 billion (2 billion pounds) and shares gained more than threefold.[24]

The Burberry Foundation[edit]

The Burberry Foundation was established in 2008 and is a philanthropic organization dedicated to help young people realise their dreams through the power of their creativity.


Burberry London Store on Bond Street

Burberry operates under 3 brands:[25]

  • Burberry Prorsum – Base line for other brands.
  • Burberry London – Heritage outerwear ‘wear to work’ items, including business wear.
  • Burberry Brit – The most accessible of the Burberry brands, with entry level pricing.


Burberry scarf with check pattern

Burberry offers a range of checks:[26]

  • Haymarket: Classic check with the Burberry Equestrian Knight
  • House: Classic check without the Burberry Equestrian Knight
  • Nova: The newer and bigger check pattern. Has a cream/tan background with vertical and horizontal black and pink/red stripes
  • Supernova: Larger than Nova check.
  • Exploded: Exploded check usually in metallic colours like silver
  • Smoked: Classic check in a darker colour with no Equestrian Knight detail
  • The Beat: Classic check in black and white.


Burberry has over 500 stores in over 50 countries.