By the hand\nof designer Riccardo Tisci \u2013former Givenchy star and known for dressing Beyonc\u00e9\u2013Burberry\nhas introduced a monogram with Ts and Bs intertwined in a nod to the name of\nthe firm\u2019s creator Thomas Burberry. The new pattern seeks to give the brand’s\nproducts, from scarves to heels, the prestige and desirability attributes\nenjoyed by its main rivals in the luxury segment, such as Gucci or Louis\nVuitton’s LVMH.<\/p>\n\n\n\n
This\n“extreme make-over”, in which the classic check pattern and the\ndiscreet combination of colors have been replaced by the monogram and much more\nstriking colors, is part of a strategy designed both to rekindle sales and to\nconquer the most important segment of young people from the Asian market. As\nnowadays it is there, in China and Japan mainly, where the bulk of luxury\nbrands consumers are.<\/p>\n\n\n\n
On the\nother hand, on a global scale, according to analysts, users feel weakness for\nproducts covered in easily recognizable monograms and logos as a way to show\ntheir purchasing power. And companies are willing to satisfy their wishes, even\nat the risk of trivializing their logo, ergo what embodies their identity.<\/p>\n\n\n\n
For experts\nin the luxury market, such as Robert Burke, using the logo as a claim brings\nbenefits. “The price ratio of a product increases when it has the\nlogo”, he recently told Reuters.<\/p>\n\n\n\n
The British\nfirm is not unaware to the dangers it faces in this regard. Just now, under the\ndirection of Marco Gobbetti, Burberry has managed to recover from the damage\ninflicted on the brand by the overexposure of the check pattern on the camel background,\nwhich during the 2000s was so copied and imitated that the sales of the\noriginal products suffered sensitively. <\/p>\n\n\n\n
For the\ntime being, the firm is optimistic with the results obtained since the launch\nof the new product line, which in May included offers of handbags, with prices\nabove 600 euros and baseball caps of more than 300 euros. In fact, the company\nis committed to an increase in the demand for all types of items through\ncampaigns led by the model Gigi Hadid, which apparently are paying off.<\/p>\n\n\n\n
But\nBurberry is not the only one that has adopted the fashion of logos in its\nproducts. In fact, it is following on Gucci and Louis Vuitton footsteps, that\nhave been exploiting this trend for a few decades now. So far, also the Italian\nfashion firm Salvatore Ferragamo has incorporated the so-called\n“gancini” \u2013a monogram in the form of small hooks\u2013 to his designs,\nespecially his moccasins for men or women.<\/p>\n\n\n\n
Logomania is\ngetting its way, and in online retail stores show increase in their offer of\nthis type of products. In the case of Burberry, the firm is committed to bring\nthe new monogram to its line of leather products, which offers more appetizing\nmargins, representing 38% of its sales, well below the segment\u2019s leaders Gucci\nor Louis Vuitton for which leather goods represent between 60% and 75% of their\nsales. In any case, in the coming months we will see an increase in the offer\nof luxury products printed with recognizable monograms, which also maximize the\nprofitability of the brand by converting each user into a carrier of their\nmessage.<\/p>\n","protected":false},"excerpt":{"rendered":"
Whiplash Team, July 19, 2019 Burberry adopts logomania reinventing its image to increase sales Burberry, the famous British luxury brand, leaves behind its unmistakable check pattern of white, black and red lines on a camel background. With the launch of its new collection, last September,…<\/p>\n","protected":false},"author":2,"featured_media":31231,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"yoast_head":"\n