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Burberry to unify its three lines under single label
Nov '15
British luxury brand Burberry has announced plans to unify its three labels—Prorsum, London and Brit—under a new single label 'Burberry'.
The transition will be done in phases next year, and Burberry will become one fully unified label by the end of 2016, the company said in a media statement.
By replacing the three previous lines, the new label will simplify the presentation of Burberry's full product range in acknowledgment of the way luxury customers like to experience the brand both on and offline.
Explaining the reason behind the decision to opt for a single label, Christopher Bailey, Burberry chief creative and chief executive officer, said, “The behaviour of the luxury customer is evolving, their style is more fluid and this is reflected in the way they shop. The changes we are making allow us to serve this new behaviour more intuitively. By unifying our three lines under one label we can also offer a much more consistent experience of Burberry's collections.”
The name 'Burberry' for the single label is retained to emphasise the company's British design heritage as all its products are designed and developed in London, England.
The Burberry business comprises 5 divisions: mens, womens, childrens, accessories and beauty. (RKS)

Fibre2Fashion News Desk – India

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