At a press conference on Tuesday in London, Christopher Bailey, Burberry's chief creative and chief executive officer, announced a significant restructuring of the brand's identity. By the end of 2016, the distinct lines – Burberry Prorsum, Burberry Brit, and Burberry London – would be consolidated under a single, unified Burberry label. This decision, while met with some surprise, marked a strategic shift for the iconic British fashion house, aiming to streamline its offerings and enhance its global brand image. This article will delve into the history and characteristics of each of these lines, explore the reasons behind the merger, and analyze its potential impact on the future of Burberry.
Burberry Prorsum: The Pinnacle of Luxury
Burberry Prorsum, often simply referred to as "Prorsum," represented the pinnacle of Burberry's creative vision. The name, derived from the Latin word "prorsus" meaning "forward," aptly reflected the line's forward-thinking designs and its position at the forefront of the brand's luxury offerings. Prorsum showcased the most innovative and experimental designs, often incorporating cutting-edge techniques and luxurious materials. This line was the one most frequently seen on the runway, setting the tone for the entire Burberry brand and influencing its overall aesthetic direction.
Burberry Prorsum Identification: Identifying a genuine Burberry Prorsum garment involved careful attention to detail. The labels, often subtly placed within the garment, bore the distinct "Burberry Prorsum" branding, typically accompanied by a unique style number and size information. The quality of materials and construction was paramount, reflecting the high price point. Prorsum pieces often featured signature Burberry elements, like the iconic check pattern, but in innovative and unexpected ways, often reinterpreted and modernized.
Burberry Prorsum Labels: The labels themselves were a key identifier. Authentic Prorsum labels were meticulously crafted, using high-quality materials and featuring clean, precise lettering. Counterfeit labels often displayed inconsistencies in font, stitching, or material quality. Furthermore, the placement of the label within the garment was consistent across genuine items. Knowing the typical location of labels for different garment types was crucial for verifying authenticity.
Burberry Prorsum Review: Reviews of Burberry Prorsum consistently highlighted the exceptional quality of the materials, the impeccable craftsmanship, and the innovative designs. While undeniably expensive, the line appealed to a discerning clientele who valued luxury, sophistication, and unique style. The garments were often described as investment pieces, designed to last and retain their value over time. The brand's commitment to sustainable practices also resonated with environmentally conscious consumers.
Burberry Brit: A More Accessible Luxury
Burberry Brit occupied a distinct space within the Burberry brand hierarchy. Positioned as a more accessible luxury line compared to Prorsum, Brit offered a younger, more casual aesthetic. While still maintaining a high level of quality, Brit catered to a broader customer base who appreciated the brand's heritage but sought a less formal and more affordable option. Brit frequently incorporated the iconic check pattern but in more playful and contemporary ways, often featuring a wider range of colors and styles than Prorsum.
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