Burberry Brit, a significant sub-brand within the larger Burberry empire, holds a unique place in the history of the iconic British fashion house. Launched in 2003, it aimed to capture a younger demographic, bridging the gap between the established, classic Burberry aesthetic and the evolving trends of contemporary fashion. This article delves into the multifaceted world of Burberry Brit, exploring its various iterations, its reception, its differences from other Burberry lines, and its ultimate impact on the brand's overall image and market reach.
Original Burberry Brit for Women:
The initial launch of Burberry Brit focused heavily on women's apparel and accessories. The collection cleverly incorporated the house's signature elements – the iconic check, trench coats, and refined tailoring – but infused them with a more relaxed, youthful, and playful spirit. Think less stiff formality and more effortless chic. This approach was a calculated risk, as Burberry had long been associated with a more mature, established clientele. However, the strategy proved successful in attracting a new generation of consumers who appreciated the brand's heritage but desired a more contemporary expression.
The original Burberry Brit for women featured a range of pieces, including:
* Casual wear: Jeans, T-shirts, knitwear, and skirts, often incorporating the Burberry check in subtle and innovative ways, avoiding the overly-loud application seen in some earlier collections.
* Outerwear: Lightweight jackets, trench coats reimagined with modern cuts and details, and parkas, all retaining the characteristic quality and durability associated with the Burberry name.
* Accessories: Bags, scarves, and belts, again featuring the check but often in more playful color combinations and patterns, making them more accessible to a younger audience.
* Fragrances: The Burberry Brit fragrance, launched alongside the clothing line, played a crucial role in solidifying the brand's image. Its sweet and slightly spicy scent, contained in a unique bottle design, further communicated the youthful and modern appeal of the collection.
The success of the original Burberry Brit for women lay in its ability to successfully balance heritage and modernity. It wasn't a drastic departure from the core Burberry identity, but rather a thoughtful evolution, appealing to those who sought the quality and prestige of the brand but with a more relaxed and approachable aesthetic. The marketing campaigns further emphasized this balance, featuring models who embodied a sense of youthful sophistication and effortless cool.
Burberry Brit Discontinued:
While Burberry Brit enjoyed significant success for many years, the brand eventually underwent a restructuring. Several lines and sub-brands were either discontinued or significantly altered. The eventual phasing out of the Burberry Brit line was part of this broader strategy. While the exact reasons for its discontinuation haven't been publicly detailed by Burberry, several factors likely contributed:
* Shifting market trends: Fast fashion and the rise of new competitors forced Burberry to reassess its market positioning. The distinct identity of Burberry Brit might have become less relevant in an increasingly saturated market.
* Brand consolidation: Burberry may have decided to streamline its product offerings, focusing on its core lines and higher-end collections to maintain brand exclusivity and higher profit margins.
* Changing target audience: The original target audience for Burberry Brit may have aged, leading to a decline in sales and making the continued investment in the line less financially viable.
The discontinuation of Burberry Brit marked the end of an era. However, the legacy of the collection remains, influencing subsequent Burberry designs and reminding consumers of the brand's ability to adapt and evolve while staying true to its heritage. Many pieces from the discontinued Burberry Brit line are now sought-after by vintage collectors and enthusiasts, testament to its enduring appeal.
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