Burberry history

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[Tapez le nom de la société] | Burberry |

Summary
Introduction
Background and important dates
What makes the brand unique ?
Target consumer
Marketing mix
Competitors
Mapping
SWOT
Recommendations

Introduction
Why do we choose Burberry ?

Background & important dates
It begins in 1856, Thomas Burberry, a21-year-old draper’s apprentice, goes to his doctor because he is got rheumatism. His dortor says that he can’t wear anymore his raincoat in rubber because it doen’t evacuate the sweat. And several weeks later, he opens a small outfitter’s shop in Basingstoke, Hampshire, in England.
Later, in 1870, the shop become an ‘emporium’. Indeed, he employes more 80 people.
Then, in 1880, Thomas Burberrycreates « the gabardine » – the breathable, weatherproof and tearproof fabric developed.
The young designer created his gabardine when he met an herder. His jacket could resist to the rain. According to the herder, because some spceific products used for the sheeps, which protect the wool because of the bad weather. Then, Thomas Burberry decided to patent in 1888. He developped five different layersfor his tartan : Airylight, Double-Weave, Karoo, Wait-a-Bit and Tropical.
In 1891, Thomas Burberry & Sons opened their first shop in London at 30 Haymarket.
In 1895, Burberry developed the Tielocken, the predecessor of the trench coat, which was adopted by British officers during the Boer War.
In 1901, the Equestrian Knight trademark appeared for the first time accompanied by the Latin word‘Prorsum’, meaning forwards. The armor means the protection, the safeness of the clothes. The horseman represents the integrity of the company. Thus, the slogan means the desire of innovation of burberry.
Ten years later, Equipped by Burberry, the Norwegian explorer Captain Roald Amundsen became the first man to reach the South Pole.
It will in 1904 that i twill be a brand registred.
In 1914,Commissioned by the War Office, the department of defense, Thomas Burberry was in charge to create new uniforms for the officer. Burberry added epaulettes and ‘D’ rings, and the ‘trench coat’ was born.
In 1920, the Burberry Check, registered as a trademark, was introduced as a lining to the trench coat in the 1920s.
Thomas Burberrdy Died in 1926.
In 1955, Burberry was awarded a Royal Warrant by HerMajesty Queen Elizabeth II.
In 1989, a second Royal Warrant was granted to Burberry by The Prince of Wales.
In 2001, Christopher Bailey becomes the new artistic director.
Angella Ahrendts becmas the new director of Burberry in 2005.
In 2006, 150 years-old of Burberry. Creation of a birthday collection anniversaire "Our Burberry Icons Collection", homage to the emblems of the house
Thus, in2010, Emma Watson is the egerie foe the fall/winter collection.

What makes teh brand unique ?
. Ce sportif souffrant de rhumatismes, se spécialise dans les vêtements chauds, particulièrement dans les vêtements dédiés aux les activités en plein air comme la chasse et la pêche.
Ainsi, la marque Thomas Burberry fidélise rapidement les notables de la région et agrandit sa boutique, jusqu'à latransformer en 1870, en un grand magasin qui emploie 80 personnes.
Il faut savoir qu'à cette époque, le seul vêtement offrant une réelle protection contre la pluie est l'imperméable en caoutchouc. Mais il est lourd, peu pratique et favorise la transpiration. Thomas Burberry cherche alors une matière "respirante", combinant légèreté, chaleur et résistance à la pluie. Il trouve la solution près d'unberger local, qui porte une veste en laine alliant toutes les caractéristiques requises et crée, en 1880, un tissu très novateur : la "gabardine". Après l'avoir fait breveter en 1888, la marque le décline en cinq épaisseurs : "Double-Weave", "Airylight", "Wait-a-Bit", "Tropical" et "Karoo". Grâce à cette étoffe, la marque complète sa ligne de vêtements chauds pour hommes et femmes, destinés au...
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