0:00 Intro 4:54 What's Been Going Wrong 5:39 Christopher Bailey Burberry Era 6:53 Riccardo Tisci Burberry Era 11:12 Burberry Price Issues 17:59 The New Burberry Logo 18:59 The Burberry Blue 28:11 Daniel Lee Burberry Era 53:20 Fall 2023 1:10:35 Resort 2024 1:24:35 Spring Summer 2024 1:45:19 Pre-Fall 2024 1:59:46 Fall 2024 2:23:00 Resort 2025 2:37:25 What Burberry Can Do To Improve Its Situation
I think the main problem for Burberry is the business strategy they have persued for the last 10-20 years. Outsourcing to China, but raising prices; Making a made for outlet collection, but raising prices in store. They have put so much product of low quality on the market, that they have watered down the brand to a point where it is not aspirational anymore. Moving production of mainline Burberry back to Europe (Portugal, Italy and the UK) is too little, too late.
Daniel Lee is making up for the mistakes and losses from Tisci. He was horrendous and cheapened the brand. Which makes sense why the CEO has had a knee-jerk reaction and raised prices overnight. The bottega aesthetics are definitely not the answer though!!!
Burberry was one of the few brands where an item of CLOTHING (the trench, cap or scarf) was the entry-level piece rather than a bag or shoes. If the entry-level stuff is now ££££, wealthy clients won't want to wear stuff that was previously available to lower-income clients, and those clients just won't buy anymore... It's a heritage brand rather than a luxury one and the CEO didn't want to accept that. Plus the blue is ugly and unflattering on most skintones 😅 should have chosen Burberry Red or Burberry Burgundy
That's a good way to put it--Burberry is a heritage brand. Like they made trench coats in a world war. That's where their story started. That's a great story to tell, rich associations. And they've squandered it. I don't think they can get it back. The funny part being Ralph Lauren PRETENDS to have that kind of association with American history and wealth, and people believe it, even though Ralph Lauren was a tie salesman from NYC who decided his brand look was going to be WASPS at a polo match.
All they have to do is start making some unique trench coat pieces as halo products and upgrading the quality of their non-halo products like sweaters, shirts, etc.
I really loved the Thomas Burberry monogram by Tisci. I wish he'd taken it further as I really liked what he was doing. He just took the entire brand down a path I didn't really enjoy
Christopher Bailey needs to come back!! He was smart, talented and knew what it took to keep Burberry at the top and everything sold and he was a great designer!!!!
Perhaps the styling could be cleaner and more focused? To me some looks seem unnecessarily messy instead of edgy. The ideas are there. They just need to be allowed to breathe.
This was a really good and thorough analysis. Just a few points; 1. I loved the last collection as well and the collection should be on the website later this year as it was a winter collection. Hence not currently on the website, you only see more of the summer collection which was a bit meh. But I’m also looking forward to the winter collection being available on the website. 2. The new CEO is called Joshua Schulman. The question was asked to Schulman and he did say he was the best person to confirm that Burberry is no where the same as coach, they’ve got very different strategies and are in different categories. We wait to see what he does with Burberry. 3. Jonathan was a lovely man, but I guess business is not about being lovely but rather delivering. You are absolutely right, he got it completely wrong with the pricing. As CEO, he creates the strategy and the board hold him accountable. And yes, the marketing team all need to be fired. Because having pictures of toast on IG is really not it.
I love all the plaids and the houndstooth (it's my British & Scottish heritage), hate any fake fur (There's no point in humans wearing animal hair that's real or fake. There are better decorative elements to use and tech-based fabrics for warmth instead of this idea that we don't use animals because it's totally unethical... But we really wish we could). As you've said, they should stick with what really works, their outerwear (and scarves or neckwear, protective and comfy shoes and gloves). Anything to look smart in horrible wet and cold weather (that's a niche market in itself). I think the summer/lighter weight trenchcoat is a brilliant idea for when it's not cold but not quite, your British midsummer. (When I lived in the UK I found the early part of the summers a bit chilly.) I'd also add, fix the color palette, and limit the bags. The logo is TOO overdone. I like it on the accessories in that more outlined look (without the details, I think most people get that it's a knight on a charging horse)BTW Where does Burberry have their collection made, considering the quality it can't be sourced from the same as their counterparts. Wouldn't you say? PS If they don't hire you as a marketing consultant - they're dumb.
Great points as always, I really do hope they aren’t producing it in the same places as their counterparts as that would decimate any marketing opportunities to differentiate themselves from their counterparts
Great points as always, I really do hope they aren’t producing it in the same places as their counterparts as that would decimate any marketing opportunities to differentiate themselves from their counterparts
Symbolism: Rothschild red shield= (british family line,London) Rothschild BLUE=(french family line,Paris) In our faces,veil is gone,they can not hide anymore❤ It goes deeper,then fashion, Money,money,money.
300 dollars for a pair of checked knickers is all you need to know that Burberry does not make clothing or even fashion anymore, but just status symbols for insecure people that are desperate to show off their financial superiority. It's a tasteless brand.
Do you mind telling me what is the channel of the designer for your shirt? I managed to misspell both his name and his brand name so I can't find anything 😅
Omg that horse logo is not at all emblematic it is more of an actual defilement it now just looks cheap & nasty😢😓😱!! Burberry used to be a brand of such excellence especially in functionality… Daniel Lee has managed to finalise its fate as yet another a non entity brand… HOW SAD 😞
oof the orange burberry print with tan and white B's is SO ugly. First of all, it's really hard for someone with pale skin to pull off orange like that and Burberry is a British company with a Royal freakin' warrant, so that was a bad choice. You'd be trying to market something that looks bad on the people from your country of origin. Second, LV and Coach are already associated with crummy mall shopping, and that's a bad way to go with this logo-mania. Michael Kors' dead luxury association is not good company to be in. The classic check is fine, that is associated with beautiful trench coats and high quality cashmere scarves, but the bad print. Tacky, tacky, more tacky.
I was just joking around, sometimes if I open an incognito tab maybe due to the cookies being refreshed sometimes it works. A lot of sites have a certain number of “free reads” per week.
To get the Asian to buy Burberry change the logo to what Daily Express using. A soldier with red cross shield holding a lance a symbol of valor. The red cross is England look at the national football team. The St George's cross which is going back to the battle field that is England. another mistake blue is for France. Who made the choice for the color blue ?. I am sure people in France is laughing.
0:00 Intro
4:54 What's Been Going Wrong
5:39 Christopher Bailey Burberry Era
6:53 Riccardo Tisci Burberry Era
11:12 Burberry Price Issues
17:59 The New Burberry Logo
18:59 The Burberry Blue
28:11 Daniel Lee Burberry Era
53:20 Fall 2023
1:10:35 Resort 2024
1:24:35 Spring Summer 2024
1:45:19 Pre-Fall 2024
1:59:46 Fall 2024
2:23:00 Resort 2025
2:37:25 What Burberry Can Do To Improve Its Situation
I think the main problem for Burberry is the business strategy they have persued for the last 10-20 years. Outsourcing to China, but raising prices; Making a made for outlet collection, but raising prices in store. They have put so much product of low quality on the market, that they have watered down the brand to a point where it is not aspirational anymore. Moving production of mainline Burberry back to Europe (Portugal, Italy and the UK) is too little, too late.
Great point. Ralph Lauren did the same thing in the early 90’s.
Daniel Lee is making up for the mistakes and losses from Tisci. He was horrendous and cheapened the brand. Which makes sense why the CEO has had a knee-jerk reaction and raised prices overnight. The bottega aesthetics are definitely not the answer though!!!
The brand has become boring there trying to hard, go back to quality clothes and good design is the only key
love this thorough breakdown. would love to see a similar retrospective on pharrell's success at LV
Burberry was one of the few brands where an item of CLOTHING (the trench, cap or scarf) was the entry-level piece rather than a bag or shoes.
If the entry-level stuff is now ££££, wealthy clients won't want to wear stuff that was previously available to lower-income clients, and those clients just won't buy anymore...
It's a heritage brand rather than a luxury one and the CEO didn't want to accept that.
Plus the blue is ugly and unflattering on most skintones 😅 should have chosen Burberry Red or Burberry Burgundy
True but then I guess now fashion is in a space where everyone has to have a colour. Gucci is pushing that red / burgundy colour atm
That's a good way to put it--Burberry is a heritage brand. Like they made trench coats in a world war. That's where their story started. That's a great story to tell, rich associations. And they've squandered it. I don't think they can get it back. The funny part being Ralph Lauren PRETENDS to have that kind of association with American history and wealth, and people believe it, even though Ralph Lauren was a tie salesman from NYC who decided his brand look was going to be WASPS at a polo match.
I actually think Coach is gradually raising prices. I think they’re trying to move into a more elevated position.
All they have to do is start making some unique trench coat pieces as halo products and upgrading the quality of their non-halo products like sweaters, shirts, etc.
I really loved the Thomas Burberry monogram by Tisci. I wish he'd taken it further as I really liked what he was doing. He just took the entire brand down a path I didn't really enjoy
Christopher Bailey needs to come back!! He was smart, talented and knew what it took to keep Burberry at the top and everything sold and he was a great designer!!!!
Perhaps the styling could be cleaner and more focused? To me some looks seem unnecessarily messy instead of edgy. The ideas are there. They just need to be allowed to breathe.
This was a really good and thorough analysis. Just a few points;
1. I loved the last collection as well and the collection should be on the website later this year as it was a winter collection. Hence not currently on the website, you only see more of the summer collection which was a bit meh. But I’m also looking forward to the winter collection being available on the website.
2. The new CEO is called Joshua Schulman. The question was asked to Schulman and he did say he was the best person to confirm that Burberry is no where the same as coach, they’ve got very different strategies and are in different categories. We wait to see what he does with Burberry.
3. Jonathan was a lovely man, but I guess business is not about being lovely but rather delivering. You are absolutely right, he got it completely wrong with the pricing. As CEO, he creates the strategy and the board hold him accountable.
And yes, the marketing team all need to be fired. Because having pictures of toast on IG is really not it.
Too bad I missed this but it's great rewatching it since it's more structured!
I personally like the design/silhouette of the shoes except for the embossed logo on the metalware
Would love to see the shirt you’re rocking in full. Looks interesting with the Nigerian-inspired embroidery.
I love all the plaids and the houndstooth (it's my British & Scottish heritage), hate any fake fur (There's no point in humans wearing animal hair that's real or fake. There are better decorative elements to use and tech-based fabrics for warmth instead of this idea that we don't use animals because it's totally unethical... But we really wish we could). As you've said, they should stick with what really works, their outerwear (and scarves or neckwear, protective and comfy shoes and gloves). Anything to look smart in horrible wet and cold weather (that's a niche market in itself). I think the summer/lighter weight trenchcoat is a brilliant idea for when it's not cold but not quite, your British midsummer. (When I lived in the UK I found the early part of the summers a bit chilly.) I'd also add, fix the color palette, and limit the bags. The logo is TOO overdone. I like it on the accessories in that more outlined look (without the details, I think most people get that it's a knight on a charging horse)BTW Where does Burberry have their collection made, considering the quality it can't be sourced from the same as their counterparts. Wouldn't you say? PS If they don't hire you as a marketing consultant - they're dumb.
Great points as always, I really do hope they aren’t producing it in the same places as their counterparts as that would decimate any marketing opportunities to differentiate themselves from their counterparts
Great points as always, I really do hope they aren’t producing it in the same places as their counterparts as that would decimate any marketing opportunities to differentiate themselves from their counterparts
Just seen article on that hideous man Tommy Robinson, wearing Burberry. That's another reason no one wears the brand
Bottega green is hitting in a different level this Summer, thanks to Charli XCX’s Brat album
I miss Christopher Bailey's music centric runways. Remember when Burberry used to have live music during their shows? Pepper fridge farm remembers.
I was able to find a Ricardo Tisci era trench coat from The Real Real. I really like it because it was a different look from the traditional trench.
Symbolism:
Rothschild red shield= (british family line,London)
Rothschild BLUE=(french family line,Paris)
In our faces,veil is gone,they can not hide anymore❤
It goes deeper,then fashion,
Money,money,money.
I personally wish Tisci stayed with Burberry, I liked his designs
LETS TALK ABOUT IT!
300 dollars for a pair of checked knickers is all you need to know that Burberry does not make clothing or even fashion anymore, but just status symbols for insecure people that are desperate to show off their financial superiority. It's a tasteless brand.
Do you mind telling me what is the channel of the designer for your shirt? I managed to misspell both his name and his brand name so I can't find anything 😅
youtube.com/@kellykaiio?si=2SyJ3OsQVuvp--2x
Thanks a lot!
the fish mousse is made from baccala (cod) - baccala mantecato (creamed)
Ah yes that’s it!
i can see AYO being a brand for sure
Thanks!
Thanks so much!
the trenchcoat has always been expensive
im just upset because you sound ignorant
that’s a 1 day stock chart fyi
Omg that horse logo is not at all emblematic it is more of an actual defilement it now just looks cheap & nasty😢😓😱!!
Burberry used to be a brand of such excellence especially in functionality… Daniel Lee has managed to finalise its fate as yet another a non entity brand… HOW SAD 😞
What’s with all the blue hate 😭
I like it it’s refreshing
@@Orla-sc2ml same same
Around how long do you think it will take for us to see the impact of the new CEO?
Fully, I’d say whole financial cycle so a year
Tisci is one of my favorite designers ever so I don't get the god damn hate
Missed the stream, thought we were going live 4 am as usual
😭
Burberry is actually in a lower league with Coach.
I don't think so. I use to be a fan of coach until certain persons started wearing them, and cheapened the brand.
oof the orange burberry print with tan and white B's is SO ugly. First of all, it's really hard for someone with pale skin to pull off orange like that and Burberry is a British company with a Royal freakin' warrant, so that was a bad choice. You'd be trying to market something that looks bad on the people from your country of origin. Second, LV and Coach are already associated with crummy mall shopping, and that's a bad way to go with this logo-mania. Michael Kors' dead luxury association is not good company to be in. The classic check is fine, that is associated with beautiful trench coats and high quality cashmere scarves, but the bad print. Tacky, tacky, more tacky.
how to bypass articles btw?
ok no worries saw you said you wont tell us haha
I was just joking around, sometimes if I open an incognito tab maybe due to the cookies being refreshed sometimes it works. A lot of sites have a certain number of “free reads” per week.
People finally realized Burberry looks ugly? took them awhile lol
its burberry !!! it was never cheap, you talk like it was levis or something
To get the Asian to buy Burberry change the logo to what Daily Express using. A soldier with red cross shield holding a lance a symbol of valor. The red cross is England look at the national football team. The St George's cross which is going back to the battle field that is England. another mistake blue is for France. Who made the choice for the color blue ?.
I am sure people in France is laughing.
Good stream! 🫡