Meet The BIG Brand
Burberry is one of Britain’s oldest luxury fashion houses, founded in 1856 by Thomas Burberry. Known for its iconic trench coats and the distinctive check pattern, Burberry has long been synonymous with British heritage and craftsmanship. However, over the years, the brand has navigated various phases of reinvention to stay relevant in the ever-evolving luxury fashion market. Under Riccardo Tisci’s direction from 2018, Burberry shifted towards a more modern and streetwear-inspired aesthetic, introducing a new sans-serif logo and a monogram pattern.
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With the appointment of Daniel Lee as Chief Creative Officer in 2022, Burberry embarked on its 2023 refresh. The brand aimed to reconnect with its British roots while infusing modernity and new energy into its collections. The 2023 refresh not only brought back the iconic Equestrian Knight logo but also reintroduced classic British motifs, enhancing the brand’s heritage while modernizing its visual identity.
This shift represented a strategic decision to blend nostalgia with innovation, reaffirming Burberry’s position as a leader in luxury fashion.
The Glow Up Files
Burberry
2023
Fashion and Luxury Goods
1856
01/ Identity Dilution
02/ Customer Alienation
03/ Market Differentiation
The brand's aggressive modernization efforts had strayed too far from its British heritage, causing confusion about what Burberry truly represented in the luxury market. While innovative, the new direction wasn't resonating with their core audience.
Long-time loyal customers felt disconnected from the brand's evolving aesthetic, while newer collections struggled to maintain consistent appeal across different consumer segments. The brand was losing its emotional connection with its established base.
In an increasingly crowded luxury market, Burberry's distinctive British identity had become blurred, making it harder for the brand to stand out against competitors who were successfully balancing heritage with modernity.
Recognizing these issues, Burberry needed to find a way to reconnect with its iconic British heritage while maintaining contemporary relevance, leading to a strategic repositioning that would bridge the gap between tradition and modern luxury.
Here's the facts
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hey Were Struggling
And They knew It!
04/ Sales Inconsistency
Despite creating buzz with modern collections and initiatives, the brand struggled to maintain steady sales growth, indicating a misalignment between brand direction and consumer desires in the luxury market.
Before the 2023 rebrand, Burberry faced several key challenges:
Here's How They Fixed It:
The Glow Up Strategy
Burberry aimed to reposition itself by reconnecting with its British heritage while introducing a modern twist. This rebrand was led by Daniel Lee, appointed as Chief Creative Officer in 2022, who sought to blend the brand’s iconic elements with contemporary relevance.
Key Changes:
Reintroduction of the Equestrian Knight logo to emphasize the brand’s legacy.
Focused strategy on modernizing British heritage elements to appeal to both long-time loyalists and new, younger audiences.
Emphasis on bridging the gap between traditional luxury and streetwear-inspired fashion to capture market share across different demographics.
The messaging overhaul was designed to align with Burberry’s new brand strategy, emphasizing a return to craftsmanship and authenticity while making the brand feel relevant to modern consumers.
Key Changes:
Shifted campaign narratives to highlight Burberry’s rich history and heritage, blended with a focus on innovation and sustainability.
Refined storytelling around the brand’s legacy, using digital platforms to engage audiences with the “Modern British Luxury” message.
Collaborations with influential figures and digital storytelling that resonated with both the traditional and new target demographics, enhancing brand loyalty and appeal.
The 2023 rebrand marked a significant visual transformation, blending Burberry’s classic symbols with contemporary design elements to create a cohesive, modern identity.
Key Changes:
The reintroduction of the Equestrian Knight logo, bringing back a historic emblem to differentiate Burberry in the luxury space.
Redesigned stores and packaging to align with the refreshed visual aesthetic, combining traditional British motifs with clean, modern elements.
Updated the color palette and typography to blend classic and contemporary styles, ensuring consistency across digital and physical touchpoints.
Burberry revamped its marketing materials to fully reflect the updated brand strategy and visual identity, ensuring consistency and appeal across all consumer touchpoints.
Key Changes:
Launched digital campaigns highlighting the heritage elements reintroduced by Daniel Lee, focusing on craftsmanship and British authenticity.
Redesigned marketing assets, including brochures, business cards, and social media visuals, to showcase the modernized British aesthetic.
Rolled out cohesive visual and messaging updates across the website, social media platforms, and physical stores to ensure a consistent brand experience.
The brand saw an increase in sales and customer engagement following the launch of the 2023 collections.
IG Brand Transformation ,
Peep The Results
Sales Surge
The reintroduction of heritage elements and the focus on craftsmanship helped reconnect with long-time Burberry enthusiasts while attracting a new, younger audience.
Strengthened Brand Loyalty
The strategic blending of heritage and modernity allowed Burberry to stand out as an authentic, yet contemporary luxury brand.
Improved Brand Recognition
The reintroduction of the Equestrian Knight logo was accompanied by a revamp of Burberry’s stores and digital presence, ensuring consistency across all platforms. New packaging and marketing materials were also updated to reflect the iconic motif.
Digital campaigns featured storytelling around the brand’s heritage, with an emphasis on craftsmanship and authenticity.
Collaborations with influencers and celebrities helped bridge the gap between Burberry’s legacy and a modern audience, driving significant engagement on social media platforms.
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Here's What We Can Learn
From Burberry's Glow Up
Embracing and modernizing historical elements can create a distinctive brand identity that stands out in a saturated market. Consider how heritage or foundational elements can be modernized for today’s market.
Heritage is Powerful
A cohesive visual identity, executed across physical and digital spaces, strengthens brand recognition and loyalty. Ensure consistency across all touchpoints to build a strong, recognizable brand presence.
Consistency Across Platforms
To remain relevant, brands must find ways to appeal to modern audiences while honoring their roots.
Balance Tradition with Modernity
Engaging with audiences through authentic storytelling and digital campaigns helps build emotional connections and drive engagement.
Storytelling Matters
Burberry’s 2023 refresh offers several lessons for brands considering a refresh:
Check Out Other Brands
From subtle updates to full-blown transformations, these case studies spill the tea on what worked, what didn’t, and how you can use those same power moves to elevate your own brand.
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