The crisp, beige trench coat, the instantly recognizable nova check – Burberry, a name synonymous with British heritage and luxury, has a history as complex and layered as its iconic plaid. For decades, it occupied a unique space in the British class system, a brand both aspirational and, at times, deeply controversial. This complex relationship, particularly the brand's entanglement with "chav" culture in the early 2000s, forced a significant rebranding effort, highlighting the tension between heritage and contemporary appeal. This article will delve into the history of Burberry, the rise and fall (and rise again) of its iconic check, and its fraught relationship with a specific segment of British society, ultimately exploring the reasons behind Burberry's dramatic rebranding strategy.
When Was Burberry Established? A Legacy Forged in Innovation
Burberry's story begins long before the controversies of the 21st century. Founded in 1856 by Thomas Burberry in Basingstoke, Hampshire, the company initially focused on practical, high-quality outerwear. Burberry's innovation lay in its development of gabardine, a durable, water-resistant fabric that proved revolutionary for outdoor clothing. This innovation quickly caught the attention of explorers and military personnel, solidifying Burberry's reputation for quality and practicality. The company's early success was built on functional design and superior craftsmanship, far removed from the later associations with aspirational consumption and, unfortunately, negative connotations.
The History of Burberry Checks: From Practicality to Status Symbol
The now-famous Burberry check, initially a simple design incorporated into the lining of its garments, emerged in the early 20th century. The Burberry check pattern history is intertwined with the brand's evolution. While the exact date of its introduction is debated, it's generally accepted that the check, in its various iterations (including the classic nova check), became a key identifier of Burberry products by the 1920s. Initially, it served as a subtle mark of quality and authenticity, a discreet signature for those in the know. The check's evolution from a discreet lining to a prominent exterior feature marks a significant shift in the brand's positioning, from functional outerwear to a statement of status and style.
Burberry Check Print History: A Shifting Perception
The Burberry check's journey from a discreet marker of quality to a widely recognized symbol is a fascinating case study in branding. Over the decades, the check's prominence on Burberry garments increased, transforming it into a highly recognizable and coveted symbol. This increased visibility, however, also laid the groundwork for the brand's later challenges. The accessibility of Burberry products, particularly through licensed products and more affordable lines, contributed to the check's widespread adoption, blurring the lines between genuine luxury and mass-market appeal.
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