Upon Burberry’s appointment of Daniel Lee to replace Riccardo Tisci, it entered its new age at full speed. Let’s begin with their social media.
The brand has deleted everything from its Tisci era and began posting new photos under the creative direction of Lee, according to Hello Magazine. However, this $5 million rebrand has stayed within what they have usually posted. Highlighting London, which the brand is deeply connected with. The campaign also features many UK icons such as Shygirl, Skepta, John Glacier, Liberty Ross and Lennon Gallagher, according to Hype Beast. The new campaign is fun. It is not stuffy or cheesy; shooting in front of iconic London backdrops with models in trench coats has been done to death, but Tyron Lebon changed it from cheesy to chic. With a wide range of races, ethnicities, ages, and genders shown in this campaign, Burberry is certainly being modernized while staying true to its roots and iconic history.
Lee brought back the original logo from 1901 with a few simplifications to bring it into the 21st century. Lee’s Burberry also kept the wordmark logo with a new, updated Font that brings with it a modern luxury. Nate Brown, a content creator, explains that the font is very similar to the original 1900s wordmark.
Lee told British Vogue in December that, as a Brit, “Burberry is a brand that everyone in the country knows. It’s really a symbol of the British.” I am compelled to see if the brand has any plans to change its reputation of Burberry. After living, working, and studying in London this past summer, I was taught about the Chavs and how this subculture cheapened the brand in the late 1990s and early 2000s. Similarly, upon Tiffany & Co.’s acquisition by LVMH, they plan to remove the silver pieces to make the company more luxurious. If I were on Burberry’s team, I would first focus on creating new, expensive pieces to reinstate the brand as a luxury and then continue to produce less expensive pieces, like t-shirts and hats, in a few years after this rebrand.
Resources:
Comments