Week 2 EOC: Exercise Chapter 2

Trace the history of the fashion brand Burberry.  Examine its ads today and those from past campaigns.  What are the differences?  Has the target market changed?  Did this fashion company follow its target market clients as they aged?  Back up your research with clear examples.
Thomas Burberry, the man who created the iconic Burberry brand that we all know and love today, started out at the fresh age of 21 back in 1856.  It all started with a small outfitter’s shop in Basingstoke, Hampshire, England.

Around 1895, the Burberry trench coat was given a name when worn by British officers during the Boer War.  The picture to the right is an advertisement for Burberry around the time the company was just starting out.  Clearly the target market was the men who were serving in the war, hence the words "uniforms and topcoats".  It doesn't look like the men who fight in the war are the target market these days.












The picture to the left is another Burberry ad, however this one was done in the 1920s.  "Costumes and overcoats" is certainly much different than the ad shown above.  Even a woman is featured in this ad, thus proving that women may also wear this brand.  The ad reads, "Burberry designs for Ladies' costumes and sport suits, lead the fashions; their artists originate; their models therefore have distinctive character which appeals to those who 'dress.'" Also, "The Burberry Check, registered as a trademark, was introduced as a lining to the trench coat in the 1920s."http://www.burberryplc.com/bbry/corporateprofile/history/








Burberry is clearly set to high standards today.  Even in the 1950's, "During the Second World War, Burberry continued to supply high quality gabardines to servicemen in all branches of the services. Burberry was first awarded the Royal Warrant from Her Majesty The Queen in 1955."  http://www.fragrancex.com/products/_bid_Burberrys-am-cid_perfume-am-lid_B__brand_history.html

Today's ads (right) are obviously much more risque than Mr. Burberry had oringinally intended.  However, sex sells and in order for a business to be successful, in my opinion, you must grow with your target market.  Do what appeals to the consumer, while still staying true to the brand.  The iconic Burberry plaid lives on.