Interesting analysis! As a consumer, I dislike rebrands because to me it disrupts the “heritage” of the brand, especially when we see those rebrands incorporated into the products. I don’t want to buy something with a dated logo, like you said. If I’m spending that much money, I want my pieces to be timeless that I can wear for years or decades.
Rather than feeling outdated. I’m more concerned that the stuff I’m getting is not a genuine (due to in the country I’m located similar/knockoff is too common) due to unfamiliar of the new rebrand
@lulawestluxe thank you for your comment! It’s so true, I feel like they should have just kept with the heritage and update the styles as opposed to a complete brand overhaul!
I don't care about the rebranding. Burning stuff doesn't make any brand feel classy. Instead Burberry should take notes from Ralph Lauren! Their cheaper line Polo RL is ubiquitous, being copied massively, but whole brand managed to be desirable and popular. They also have hero product like Burberry but unlike Burberry they managed to stretch their country club equestrian aesthetic even into home line. What I like most about RL is they are not chasing trends or hiring celebrity designers from elsewhere and stay true to their identity. Burberry should not mimic what italian and french brands are doing and change from brown to pistachio to night blue overnight, that's just crazy!
I personally don’t want to see luxury brands having an outlet store so I understand the destroying. Once something becomes too common and seen everywhere, I am out. Even though Louis Vuitton doesn’t have an outlet, I can’t go anywhere without seeing these bags being carried. I am now moving away from LV.
These designers have too much power in warping the brand each tenancy. In a perfect world we could have a Karl at Chanel for decades, but now it appears designers cannot guarantee profit any more, but owners should tell designers to get their grubby hands off rebrands.
Totally agree, I feel like the tenure for designers has shorted significantly. Gone are the days of a life long appointment like as you said Karl at Chanel. I think it takes a long time for creative direction to really find its stride with an established house.
Great point! I also feel this is why product quality dips as well: after all, the re-branding, new packaging, all stores worldwide being refitted etc etc costs a huge amount and these brands are under pressure each season to sell more for shareholders, so something has to give...in my past experience working for an LVMH brand, this usually means quality...
The horrible thing is they don’t even do the design. For something like tshirt, they just ask someone else to do the designs and then they pick from those design then mass produce,put on their labels.
Hi Thor! You look so handsome today in your TB polo. I think that a brand can have enormous success with rebranding and a great examples are the rebranding of Gucci under AM and Bottega Veneta under DL. However, any time there is rebranding, it is bound to alienate some of the core clientele. And rebranding too often is a cautionary tale. I do love how Burberry has reintroduced the classic check print in their clothing and bags recently. A classic check crossbody bag called the Note crossbody bag has caught my eye but I balk at the price. Burberry needs to lower their prices.
Thank you for watching! Totally agree Bottegas was an amazing rebrand under Daniel Lee but has sort of faltered under its current direction! Totally agree about the prices too, they’re just too high
Daniel Lee absolutely had to get rid of that Tisci abomination of a logo, and the TB monogram. The new logo was absolutely neccesary and a breath of fresh air. So pleased to see a serif font and a flamboyant, eccentric logo like the Equestrian Knight Design. it's very British. What Burberry does need to do now though is get all of the Tisci stuff off the website. That indeed is defintiely causing confusion.
Burberry lost its way since Christopher Bailey left the company, not even Daniel Lee has managed to give the brand a return to form. Gone are the days where Burberry was leading the fashion scene with tech firsts, I remember the house was one of the firsts to steam their runway, and also, doing it by using iPhones as cameras. The fact the shows had live music by British relevant artists was also a seal of the house. I honestly long the days of the Burberry revival that seem like a lifetime ago.
I agree! I miss the old English aesthetics of Christopher Bailey even his more futuristic metallic looks from his later collections. Maybe they’ll come back around!
pretty simple to understand the issue with burberry. they’ve always been seen as being on the lower end of luxury. then they tried to complete in the higher end. but their biggest issue is LEATHER GOODS. luxury brands do 80%+ of sales in leather goods. there is no burberry it bag. until they solve that issue they won’t be a top competitor. trench coats won’t do it.
You only looking at the physical rebranding - for some luxury brands it is a subtle process - for some others is a hiatus with the past. As for Burberry, one needs to take in consideration the actual strategic repositioning of the brand as a whole - new identity - less products - more expensive/more exclusive aligning the brand to other major luxury brands. The brand went through a major repositioning and redesign in the late 90's and mid 2000's.
Very interesting! it seems like a smarter move to experiment with “capsule collections.” If it’s successful, then expand, if not then it can be forgotten and so last season.
I think rebrands are detrimental for the fashion houses but it happens because all the major griffes belong to one of the few luxury brands conglomerates, and as big companies usually do, do not care about legacy, identity, they care about profits, lots of it as quick as possible. In contrast pretty much all the luxury brands start with a specific care in a specific segment, product, quality and often carry the name and surname of the founder, and any inconsistency would be detrimental to the founder's reputation, definitely not like some company managers that keep failing company while keeping "falling up" in the business reputation ladder.
Recently (past Saturday) NY times wrote an article about a new Burberry boutique opening party think in London. The writer sermed to hint at the brand letting him go. Next to Daniel lee, mr sabato of Gucci is another that might be on the chopping block. Hopefully Burberry can bounce back but time will tell.
Hi Thor, interesting analysis. I have recently invested in the BRBY stock before it dropped even lower but it's now currently trading back to when I started. It will be interesting to hear their Company financial news in November, as you may know, they have stopped paying investors a dividend, which could be why they have re opened their flagship store in New York? But yes Channel appears to always do well, their prices are high too and that said, I do hope Burberry stops re-branding. I think they honestly will anyway. I have everything crossed for them 🤞
i don't think saint laurent has changed that much in terms of overarching aesthetic and design language. while the branding may have changed a few times in the brand logo/font, store design and going from YSL to SLP, the clothing, fit, color palette and style has remained true and coherent from YSL himself to Ford, Pilati to Slimane, and now to Vacarello.
I never 'got' the TB branding. While it is understandable why the company would want to distinguish itself from other 'B' brands like Balmain, Balenciaga or Bally, this can be done without the wastage. I also thought the real revolutionary with Burberry was Christopher Bailey but he went a bit too far at one point with creating trench coats in bright metallic leather and being unrecognisably edgy. Something had to give. Arguably however, the demise of the label has more to do with the ubiquity of the classic pattern on fakes, as popularised by Chavs. It's happening to LV with the monogram but it's a far more diversified brand. The concept Boardrooms have to just replace the creative director is brutal and self serving. Designers can only do so much and the rampant greed of listed companies is the real scourge. Greed and waste seem to go together. The industry puts the creatives under massive pressure and then wonders why things start to go awry. It crushes talent then spits it out. Bailey is well out of it. That said, there's nothing like a good trench.
Thank you for your comment and insights! I agree the disregard for creatives in the industry is sad as they’re so seemingly disposable… but yeah the chavs and fakes really have diluted the luxuriousness of the brand!
Hi hi. Just a friendly note from an avid UA-cam watcher…. Adjust your input volume settings or wear the microphone on your collar. Enjoyable video and I left a like, but the occasional loudness made it a bit aggravating to get all the way through even at a lower volume.
Interesting analysis! As a consumer, I dislike rebrands because to me it disrupts the “heritage” of the brand, especially when we see those rebrands incorporated into the products. I don’t want to buy something with a dated logo, like you said. If I’m spending that much money, I want my pieces to be timeless that I can wear for years or decades.
Rather than feeling outdated. I’m more concerned that the stuff I’m getting is not a genuine (due to in the country I’m located similar/knockoff is too common) due to unfamiliar of the new rebrand
@lulawestluxe thank you for your comment! It’s so true, I feel like they should have just kept with the heritage and update the styles as opposed to a complete brand overhaul!
I don't care about the rebranding. Burning stuff doesn't make any brand feel classy. Instead Burberry should take notes from Ralph Lauren! Their cheaper line Polo RL is ubiquitous, being copied massively, but whole brand managed to be desirable and popular. They also have hero product like Burberry but unlike Burberry they managed to stretch their country club equestrian aesthetic even into home line. What I like most about RL is they are not chasing trends or hiring celebrity designers from elsewhere and stay true to their identity. Burberry should not mimic what italian and french brands are doing and change from brown to pistachio to night blue overnight, that's just crazy!
Ouh love the comparison to RL! Totally agree the old world equestrian aesthetic has really worked and their new collection seems to be really popular
I personally don’t want to see luxury brands having an outlet store so I understand the destroying. Once something becomes too common and seen everywhere, I am out. Even though Louis Vuitton doesn’t have an outlet, I can’t go anywhere without seeing these bags being carried. I am now moving away from LV.
These designers have too much power in warping the brand each tenancy. In a perfect world we could have a Karl at Chanel for decades, but now it appears designers cannot guarantee profit any more, but owners should tell designers to get their grubby hands off rebrands.
Totally agree, I feel like the tenure for designers has shorted significantly. Gone are the days of a life long appointment like as you said Karl at Chanel. I think it takes a long time for creative direction to really find its stride with an established house.
Great point! I also feel this is why product quality dips as well: after all, the re-branding, new packaging, all stores worldwide being refitted etc etc costs a huge amount and these brands are under pressure each season to sell more for shareholders, so something has to give...in my past experience working for an LVMH brand, this usually means quality...
I loved the original Burberry branding and aesthetic - it was traditional but infinitely chic !
Totally agree, I wonder if they can get back there!
The horrible thing is they don’t even do the design. For something like tshirt, they just ask someone else to do the designs and then they pick from those design then mass produce,put on their labels.
:O honestly, what happened to the real designers!
Such a good breakdown of the issue. This video needs a lot more views
Thank you 🩵
Hi Thor! You look so handsome today in your TB polo. I think that a brand can have enormous success with rebranding and a great examples are the rebranding of Gucci under AM and Bottega Veneta under DL. However, any time there is rebranding, it is bound to alienate some of the core clientele. And rebranding too often is a cautionary tale. I do love how Burberry has reintroduced the classic check print in their clothing and bags recently. A classic check crossbody bag called the Note crossbody bag has caught my eye but I balk at the price. Burberry needs to lower their prices.
Thank you for watching! Totally agree Bottegas was an amazing rebrand under Daniel Lee but has sort of faltered under its current direction! Totally agree about the prices too, they’re just too high
Daniel Lee absolutely had to get rid of that Tisci abomination of a logo, and the TB monogram. The new logo was absolutely neccesary and a breath of fresh air. So pleased to see a serif font and a flamboyant, eccentric logo like the Equestrian Knight Design. it's very British. What Burberry does need to do now though is get all of the Tisci stuff off the website. That indeed is defintiely causing confusion.
I agree! I prefer the equestrian and knight design, it feels more luxurious
Hedi Slimane's rebrand of Céline to CELINE (and his edgy style) was a massive success.
Totally agree! At first I was a Philophile so I missed her work but he really established himself well!
Burberry lost its way since Christopher Bailey left the company, not even Daniel Lee has managed to give the brand a return to form. Gone are the days where Burberry was leading the fashion scene with tech firsts, I remember the house was one of the firsts to steam their runway, and also, doing it by using iPhones as cameras. The fact the shows had live music by British relevant artists was also a seal of the house. I honestly long the days of the Burberry revival that seem like a lifetime ago.
I agree! I miss the old English aesthetics of Christopher Bailey even his more futuristic metallic looks from his later collections. Maybe they’ll come back around!
pretty simple to understand the issue with burberry. they’ve always been seen as being on the lower end of luxury. then they tried to complete in the higher end. but their biggest issue is LEATHER GOODS. luxury brands do 80%+ of sales in leather goods. there is no burberry it bag. until they solve that issue they won’t be a top competitor. trench coats won’t do it.
Totally agree! Burberry's leather goods are honestly not it haha
You only looking at the physical rebranding - for some luxury brands it is a subtle process - for some others is a hiatus with the past. As for Burberry, one needs to take in consideration the actual strategic repositioning of the brand as a whole - new identity - less products - more expensive/more exclusive aligning the brand to other major luxury brands. The brand went through a major repositioning and redesign in the late 90's and mid 2000's.
Agree! I was more so talking about the general aesthetic rebranding as opposed to their pricing or allocations strategy!
Very interesting! it seems like a smarter move to experiment with “capsule collections.” If it’s successful, then expand, if not then it can be forgotten and so last season.
Totally!
I think rebrands are detrimental for the fashion houses but it happens because all the major griffes belong to one of the few luxury brands conglomerates, and as big companies usually do, do not care about legacy, identity, they care about profits, lots of it as quick as possible.
In contrast pretty much all the luxury brands start with a specific care in a specific segment, product, quality and often carry the name and surname of the founder, and any inconsistency would be detrimental to the founder's reputation, definitely not like some company managers that keep failing company while keeping "falling up" in the business reputation ladder.
Totally agree, I guess we will see if Burberry can right the ship so to speak and find its identity again!
Recently (past Saturday) NY times wrote an article about a new Burberry boutique opening party think in London. The writer sermed to hint at the brand letting him go. Next to Daniel lee, mr sabato of Gucci is another that might be on the chopping block. Hopefully Burberry can bounce back but time will tell.
Oh wow so many changes and shake ups! I guess we will see what their financials say in November!
Hi Thor, interesting analysis. I have recently invested in the BRBY stock before it dropped even lower but it's now currently trading back to when I started. It will be interesting to hear their Company financial news in November, as you may know, they have stopped paying investors a dividend, which could be why they have re opened their flagship store in New York? But yes Channel appears to always do well, their prices are high too and that said, I do hope Burberry stops re-branding. I think they honestly will anyway. I have everything crossed for them 🤞
Thank you for watching! Hopefully your stock goes up so you can “buy low, sell high”!
TB - Tired Burberry 😂 the nerve! Yas
i don't think saint laurent has changed that much in terms of overarching aesthetic and design language. while the branding may have changed a few times in the brand logo/font, store design and going from YSL to SLP, the clothing, fit, color palette and style has remained true and coherent from YSL himself to Ford, Pilati to Slimane, and now to Vacarello.
Totally agree, YSL has been much more consistent in that lens. Much more consistency in its overall design history
Thor - you look absolutely fantastic in this black polo !
Thank you 🖤
I never 'got' the TB branding. While it is understandable why the company would want to distinguish itself from other 'B' brands like Balmain, Balenciaga or Bally, this can be done without the wastage. I also thought the real revolutionary with Burberry was Christopher Bailey but he went a bit too far at one point with creating trench coats in bright metallic leather and being unrecognisably edgy. Something had to give.
Arguably however, the demise of the label has more to do with the ubiquity of the classic pattern on fakes, as popularised by Chavs. It's happening to LV with the monogram but it's a far more diversified brand. The concept Boardrooms have to just replace the creative director is brutal and self serving. Designers can only do so much and the rampant greed of listed companies is the real scourge. Greed and waste seem to go together. The industry puts the creatives under massive pressure and then wonders why things start to go awry. It crushes talent then spits it out. Bailey is well out of it.
That said, there's nothing like a good trench.
Thank you for your comment and insights! I agree the disregard for creatives in the industry is sad as they’re so seemingly disposable… but yeah the chavs and fakes really have diluted the luxuriousness of the brand!
Hi hi. Just a friendly note from an avid UA-cam watcher…. Adjust your input volume settings or wear the microphone on your collar.
Enjoyable video and I left a like, but the occasional loudness made it a bit aggravating to get all the way through even at a lower volume.
Thank you! My next videos have it clipped to my shirt 🩵
I hated that TB logo
😂
This time is Balenciaga
👀🫠😂