小ビジネス日誌

• (2012-05-05 17:05:26)

バーバリーのロゴを全面展開した末のブランド危機。バーバリーは縦縞ロゴ(プレイドロゴ)に変更を加えることで乗り切る。(英語で勉強する企業ブランディング)

That made it a hit worldwide, but her strategy backfired in Britain when soccer hooligans and tart-tongued tabloid actresses adopted the Burberry plaid as their own status symbol.

For a time, nightclub bouncers in Britain refused entry to people wearing Burberry caps.

The firm succeeded in containing the problem to Britain and moved aggressively to resolve it.

Christopher Bailey, brought in as designer in 2001, has deemphasized plaid and played up other icons of the brand, such as a horse and knight. He describes the new look as "disheveled elegance - it's luxury, but there's a familiarity about it."