Originally posted by Orochian+Apr 15th, 2004 - 9:54 pm--><div class='quotetop'>QUOTE(Orochian @ Apr 15th, 2004 - 9:54 pm)</div><div class='quotemain'> <!--QuoteBegin-kit@Apr 15th, 2004 - 4:13 am
Two useful articles here :-
http://www.guardian.co.uk/g2/story/0,3604,1192021,00.html
http://www.guardian.co.uk/business/story/0...1192089,00.html
It's interesting that OROCHIAN , in the F/W comment thread , says that Burberry has major image problems . 
I am patriotic , but you could say that one CAN have TOO much of a good thing . 
The PRORSUM collections are superb , and are praised by LENA 
You could see that perhaps PPR has a point in taking a low profile with the GUCCI and YSL Rive Gauche designers , and concentrating on the exclusivity of the brands . B)
I DO hope Christopher Bailey does NOT ' come a cropper ' , as he is one of the VERY best designers around !!!! 
Any comments ? 
KIT 
It was indeed me who voiced the opinion that Burberry has problems that even a superbly designed and styled Prorsum collection can't solve.
And even after reading the two articles my exact sentiments still stand.
It's interesting that they're boasting so enthusiastically about their sales success and yet have not disclosed the breakdown of their business. I have a feeling that a vast majority of their profits are coming from their licensed product ranges - umbrellas, raincoats for dogs, and above all the horrid Blue Label collection that's designed, produced, and sold exclusively in Japan.
How exactly would sales of these products affect Burberry's image as a high-end fashion label? Not very favorably, I'm afraid. Sure, the brand has gone a long way in a short period of time since Bravo took over, but it has much more to do with their marketing (and Bravo's connections within the industry) than with the strength and quality of their products.
Burberry, and to a certain extent all other British labels that have been associated with that sense of quitessential "Britishness" by consumers, naturally have a very favorable marketing advantage because of that unique appeal among foreigners. The quote from the clueless Chinese teenybopper from Hong Kong exemplifies that mentality quite succinctly - it doesn't matter what their products look like, or how they're made, they'd gladly pay 10 bucks for a garbage bag as long as it has the house check on it. These are people who prioritize the flash quotient above all else in their purchase of designer goods - I'm not familiar with the term "footballer's wives" but I'm guessing that's a uniquely British equivalent of what I'm describing.
All of which inevitably leads to the overexposure that you're worrying about, kit. And it's certainly not doing Chris Bailey any favor. Because no matter how exquisitely designed and made the Prorsum collection may be, instinctively it's off my shopping radar precisely because I don't ever want to be associated in any way with the flashy figures clad head-to-toe in the Burberry check. (And I know many people who feel the same way). It also doesn't help that Prorsum is priced and positioned to take on an insanely competitive segment saturated with hugely desirable and coveted labels, most of which don't carry the image burden of much more accessibly-priced and mass-marketed diffusion lines. It wouldn't surprise me the least bit if sales of the Prorsum line have been dismal; and Burberry most likely wouldn't care either, as the line's raison d'etre is more like a promotional tool by gaining editorial coverage than to actually carve profitable sales out of the lucrative high-end RTW segment.
If you take a look at their various collections - Burberry London, Prorsum, and the accessories range, the sense of schizophrenia is almost Dior-like, and there's almost no attempt to make the overall aesthetic coherent within the brand.
A final, but fatal problem with Burberry, is their origin and quality of manufacturing. I've seen authentic Burberry products being made in the States, Japan, England, Turkey, Hungary, and Italy, with varying levels of craftsmanship. A fundamental asset in the management of upscale brands is a tight quality control and a recognizable and respected origin of manufacture - both of which are obviously lacking in a production system that obviously relies on a high percentage of outsourcing to foreign-owned factories.
Some might attempt to argue that Burberry Prorsum is made exclusively in Italy and hence should be seen as a seperate, individual label. But I wonder just how many general consumers are even going to bother inquiring about the trivial details of line distinctions within the brand. To the average lunching lady, Burberry is Burberry. [/b][/quote]
I agree with many of your comments, mainly regarding quality control
As previously stated I love Burberry prorsum however if they want to be seen as a high fashion label the whole of burberry needs to pull itself together
