Introduction:
Burberry, the iconic British luxury fashion house, has had its fair share of controversies and challenges over the years. One of the most notable issues that plagued the brand in the early 2000s was the association of its signature check print with the so-called "chav" culture. The term "chav" is a derogatory slang used in the UK to describe a certain subculture characterized by its association with working-class youths and a penchant for flashy, ostentatious fashion choices. This article will delve into the Burberry chav problem, exploring why Burberry felt the need to rebrand, the history of the brand and its iconic check print, and the impact of the chav culture on the brand's image.
Why Did Burberry Rebrand?
Burberry's decision to rebrand was largely driven by the negative connotations associated with its signature check print in the early 2000s. The brand's iconic check pattern, featuring camel, black, red, and white stripes, became synonymous with the chav subculture, which was often portrayed in the media as council housed and violent. The proliferation of counterfeit Burberry products further exacerbated the issue, as knockoff items featuring the distinctive check print flooded the market, cheapening the brand's image and diluting its exclusivity.
In response to these challenges, Burberry underwent a significant rebranding effort in the mid-2000s under the leadership of then-CEO Angela Ahrendts and Creative Director Christopher Bailey. The brand sought to distance itself from its association with the chav culture and reclaim its status as a high-end luxury fashion house. This rebranding strategy involved a shift towards a more modern and upscale image, with a focus on innovative designs, quality craftsmanship, and a more selective distribution strategy to regain exclusivity.
Burberry Chav Culture:
The association of Burberry with the chav culture can be traced back to the early 2000s when the brand's check print became a symbol of status and identity for some members of the working-class youth in the UK. The trend of wearing Burberry check clothing and accessories as a display of wealth and status was popularized by celebrities and musicians, further fueling its appeal among certain segments of the population.
One of the most infamous incidents that highlighted the Burberry chav problem was the 'chav rally' organized by Welsh rap group Goldie Lookin Chain in 2004. The rally featured a 'Burberry' car and brought together individuals who embraced the chav subculture, using Burberry as a symbol of their identity and lifestyle. This event, along with the widespread adoption of the Burberry check print by individuals associated with the chav culture, reinforced the negative stereotypes and associations with the brand.
When Was Burberry Established?
Burberry, originally known as Burberry's, was founded in 1856 by Thomas Burberry in Basingstoke, England. The brand initially focused on producing outdoor clothing, particularly trench coats, designed to withstand the elements while maintaining a sense of style and sophistication. Over the years, Burberry expanded its product offerings to include a full range of luxury fashion items, accessories, and fragrances, solidifying its reputation as a leading British fashion house.
History of Burberry Checks:
The iconic Burberry check pattern, also known as the Burberry nova check, was first introduced in the 1920s and quickly became synonymous with the brand's heritage and British identity. The check design, featuring a distinctive interlocking pattern of camel, black, red, and white stripes, was initially used as a lining for Burberry trench coats and later expanded to other products, including scarves, handbags, and accessories.
The Burberry check print's association with luxury and timeless elegance made it a coveted symbol of status and sophistication for generations of fashion enthusiasts. However, the widespread adoption of the check print by the chav subculture in the early 2000s led to a dilution of its exclusivity and a tarnishing of the brand's image, prompting Burberry to take action to reposition itself in the market.
Burberry Chav Check:
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