Burberry : the English chic is celebrating its 150 years.

1856-1920 : The innovation years. http://www.intellego.fr/uploads/1/8/18420/files/SMSNCNovembre2006.pdf

One name can sum up the whole existence of Burberry: Thomas Burberry, its creator. In 1856, Thomas Burberry opens his first shop in Basingstore, Hampshire. He is 21 years old and is already providing clothes for the most important people in his area. Within a few years, his shop becomes bigger. His success is almost immediate: his clothes are of excellent quality and he doesn’t hesitate to innovate with materials. His efforts are rewarded.
In 1880, Thomas Burberry creates the fabric: gabardine which material is revolutionary. It is tear-proof and waterproof. In 1891, he opens his first shop in London (it is called Burberry and Sons). In 1895, he creates the “Tielocken”, which is the ancestor of the trench coat; it is adopted by the British army during the Boer War. In 1901, the symbol of Burberry becomes the knight “Prorsum”.
At the beginning of the 20th Century, Burberry becomes a true institution. The firm becomes the main supplier of polar expeditions and of the British Army during the First World War. On this occasion; Burberry creates its most famous staple piece of clothing: the trench-coat.

1920-1990: Consecration and decline.

1920 is a key year for Burberry. The firm chooses the Scottish Tartan as the symbol of its collections. Thomas Burberry dies a few years later, leaving the family firm in the hands of his sons.
Innovation, which was so important to Thomas takes 2nd place. It is true that the trademark is very successful: _ In Hollywood where Audrey Hepburn and Humphrey Bogart wear Burberry creations in mythic films like Casablanca and Breakfast at Tiffany’s.
_ In the UK: in 1955, Burberry becomes the official supplier of her Majesty Queen Elisabeth II. But there are some drawbacks to this success. The same year, Burberry is bought by the British giant of (supermarkets)