If you’re a Burberry fan, this piece of news might be either ecstatic or traumatic to you.. In the high end brand’s latest campaign, Gigi Hadid appeared wearing pyjama pants, a camera bag and other items covered in the brand’s new monogram. Introducing the TB latest Burberry monogram and from the looks of it, it’s here to stay..
The need for a fashion statement boost has emerged after a year and a half of repositioning efforts placing the 163-year-old Burberry as a true luxury player..
Soon after the latest chief creative officer Riccardo Tisci joined forces with the house of Burberry the monogram came to life. The interlocking initials of founder Thomas Burberry are said to be a pattern plucked from the company’s archives, which Tisci mixed with a stripe from the brand’s signature check and a thin vermillion line.
It’s a really significant step for us. The TB monogram really establishes us a true luxury house,” said Judy Collinson, chief merchandising officer at the brand’s flagship store in London’s Regent Street. “It further grounds us in our heritage, which is the right thing to do. There aren’t so many heritage brands in the end.
The new monogram is expected to hit major bag shapes but not all of them. Customers of Burberry will sense a new found level of change and excitement.
A monogram is an important brand anchor which can be used to display heritage, but at the same time enhance brand awareness by reaching out to a younger and broader demographic,” said MainFirst analyst John Guy.
Several major European luxury brands have gone through and applied the same tactic.. including Louis Vuitton, Chanel, Fendi, Gucci and Dior, where a revamped version of the brand’s Oblique monogram now covers everything from Saddle bags to sneakers.
This month, Burberry is launching an entire collection of monogram products, at a wide range of price points, including £1750 ($2,200) quilted lambskin handbags and £950 bum bags, along with £1,490 trench coats, £950 silk shirts, £300 yoga mats and low-key athleisure items like plimsolls, baseball caps and £50 socks.
Burberry is dropping its new monogram collection via its newly shoppable Instagram account, WeChat, online marketplace Farfetch, its own website and 21 brand flagships housing dedicated pop-up shops displaying monogram products on castle-like structures made of shipping boxes and plywood plinths.