^^
Daniel Lee’s inaugural collection was well received. The problem is that when people saw the prices, it seems unreachable.
Burberry cannot be the British Hermes when for years their clothes were sold next to Polo Ralph Lauren and Tommy Hilfiger.
Because yes, this is the reality of Burberry as a brand. It is sold in many department stores and their offer changes depending the department stores.
I can use France as a simple example: it’s sold in both local Galeries Lafayette in all the country and they can have more high-end corners next to more luxurious brands at the same time.
They have merged all their previous lines under the Burberry umbrella but they didn’t adapt their distribution.
Now they have opened their store in Avenue Montaigne, they have corners at Le Bon Marché and La Samaritaine where the offer is a bit more upscale… All while having an outlet outside of Paris.
Brands thinks that having insane prices is the best way to appear luxurious when it’s all a matter of control.
Celine by Hedi Slimane is selling jeans, tshirts, sweatshirts and bags that are now at the same prices that some Burberry bags. What’s the difference? Distribution.
On the Internet, you can only buy Celine on their website, Mr Porter and 24S. The level of distribution through retailers is exclusive and they are going more for shops on shops than corners.
We will see with the next CD if doing classic fashion is enough for Burberry to obtain whatever they are trying to get.
Yes i also was excited with Lee’s inaugural collection especially the front zipper pockets pants and general idea that Burberry could be a exciting brand i could buy into now , but the acc bags and shoes were not cool and that comes before the price aversion or resistance , if we look at what other bands sell for the price it's just as insane, but it sells because the general story or style of the brand clicks with the audience that's more my point.
The price debate is not helping sales but the bigger problem is the products themselves yes sure selling merch from a ex BV hyped designer at zara prices it would sell just because it's a bargain not because people actually love the items there is less loyalty being into a world and style etc ....
Burberry as British Hermes does not mean Hermes price points for me, it means just being classic and invest in made in britain and be playful and for everyone.
For me as you mention the price games as a quick fix for brand elevation just does not work in this state of economic insecurity and overall customers knowledge of brands and what one can get for their top Dollars or yen or Euro´s
Something we talked about before .....price aside is the product really desirable take away what he did at BV or not just see it as the new - Burberry as i mentioned months ago i don't know any one in the industry that is dying to get a piece from Burberry since he took over not a coat or dress or shoe or bag
You need that urgency /desire when you're launching a brand with new creative direction
from people that want it even when they cant afford it ........hear crickets....... when the subject Burberry comes up.
We can dissect: looks, items, ad campaigns, price points,distribution and all ...but the boy needs to rethink his approach to what he want to say at Burberry because the vibe now is just not resonating period! its just lack luster merch at best not the worst bust not his best either.
