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Burberry’s Make-or-Break Moment

Can you believe that after 17 years of influence, Christopher Bailey, Burberry’s creative director, is gone? Bailey was able to make Burberry one of the most coveted brands by making many people, including myself, fall in love with the brand’s rich heritage. He divided the company into three subdivisions, which allowed everyone to enjoy the brand. Bailey also updated Burberry’s staple design: the check. Burberry was not doing too hot, after many years of Bailey’s creative direction I even started to think that the check was getting a little tacky.

To gain attention, Burberry brought in designer Riccardo Tisci to make the brand cool again. I think that Tisci is perfect for this job because his work at Givenchy showed his ability to connect to younger people. His designs were really edgy and drew the attention of celebs like Beyoncé, Kim Kardashian, and Madonna. So far, Tisci is bringing back vintage designs from the archive, including a pattern called the Thomas Burberry monogram. Tisci’s changes do not push boundaries whatsoever; they seem to be drawn from the brand’s preexisting DNA. To make Burberry hip again, Tisci is going to have to step it up. His first show will be on September 17, and I am super curious to see what Tisci has in store. In my opinion, Burberry is at a very pivotal moment right now. If Tisci fails, the brand will as well.

3 Comments

  1. nchipour wrote:

    I personally love Tisci. He’s great. He is very provocative with his designs and is exactly what they need!

    Tuesday, September 18, 2018 at 2:54 pm | Permalink
  2. galakeel wrote:

    As you said I think that Christopher Bailey did pretty good in directing Burberry. However, would Riccardo Tisci still connect us to the classic Burberry that we know?

    Tuesday, September 18, 2018 at 6:53 pm | Permalink
  3. gebeling wrote:

    I saw the image you posted of the pattern on Instagram and did not know the backstory but it makes so much sense. Before I read your blog I thought it was a big change to have the pattern that Burberry just made. It reminds me of a mix of luxury and street wear which is becoming really popular especially with Louis Vuitton and other luxury designs. It will be interesting to see how Burberry changes!

    Sunday, September 23, 2018 at 1:03 pm | Permalink

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