Thomas Burberry opened his first Burberry store in 1856 in England. Throughout the early years Burberry became known as a brand that provided excellent outdoor gear and clothing. This reputation was cemented in 1880 when the brand created the gabardine fabric (an extremely weather resistant fabric due to it’s waterproofing of the yarn before being weaved into a garment) and then furthered in 1911 when it was the official outfitter of Admiral Amundsen and his team as the explored the South Pole. Later during the first World War the British War Office enlisted Burberry to adapt their current design for an officer’s coat to be more suitable for the new type of trench warfare that was being waged and thus, the ‘trench coat’ as we know it today was born. In the following years the Burberry brand became somewhat lost in the world of ‘high fashion’ due to its lack of focus and clarity. This all began to change in early 2001 when Christopher Bailey was brought in as Chief Creative Director. He was brought in and asked to reinvigorate the storied English brand and bring it into the modern era, a task that he has accomplished most successfully. Today, Burberry has been transformed into a brand that is coveted by everyone for their signature Haymarket and nova check handbags; and by the young fashion conscious consumer for it’s youthful take on military inspirations and keen attention to tailoring and fit. Bailey not only revolutionized the clothing offered by the brand but also the way the brand was perceived by the public by creating all new advertising campaigns featuring young, stylish British celebrities and models such as Emma Watson and Agyness Deyn. These new advertising campaigns are extremely youthful and modern while still referencing the company’s storied history by almost always including the phrase ‘Established 1856’.
