Burberry Taps Hipness

Burberry, the British luxury company, has thrown itself into the 21st century modernizing it’s roots to suit a newer, fresher customer.

Their recent party for new fragrance “The Beat” was a study in how a staid brand can revolutionize itself to fit the current tastes.

On Fashion Inc. Lisa Rachal, an analyst with Redburn Partners, gives her view of the brand.

“Some industry experts feel the brand has reached a different stage in its evolution this year, and I would have to agree. And I think last night’s fragrance launch was yet another sign of Creative Director Christopher Bailey’s objective to push the Burberry brand into more modern and culturally relevant territory, whilst making sure to remain firmly within the brand’s DNA.”

Christopher Bailey is set to push the brand into new territory while staying aligned with the brands roots. This can be seen in his recent runway shows in which Burberry staples such as the trench was remade in vibrant modern colors.

Bailey is trying to make the brand fresh and innovative. He’s been experimenting with techno-fabrics. PVC and neoprene was heavily used in their latest Spring Summer 08 presentation. These techno-fabrics are remixing the look of classic staple articles of clothing.

According to FASHION INC., fashion photographer Mario Testino said: “I immediately realised that Burberry has reached another stage in its history. Christopher Bailey has taken Burberry into a very modern dimension. It was crucial that the advertising campaign expressed this new energy. Talking to Christopher, we agreed that the look we wanted to achieve was a mix of Cecil Beaton imagery and the Sixties feeling in London, reinterpreted with the people and the vigour of today. The new swinging London.”

View From an Analyst: The Burberry Party [Fashion Inc.]

Photo credit: Don Ashby & Olivier Claisse