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Burberry Shifts Strategy, Returns to Core Heritage Products
Luxury brand Burberry is reportedly abandoning its recent high-fashion strategy, which aimed to compete with brands like Louis Vuitton, after it faltered. The company is now shifting its focus back to its traditional core products, such as trench coats and check patterns.
14 May, 17:01 — 15 May, 03:30
Source Diversity
Source Diversity
Moderate (32/100)2 sources— more sources would strengthen this score15/33
Spectrum spread— 2/5 buckets covered8/33
Far L
Left
Center1
Center (1)
FT
Right1
Right (1)
channel-news-asia
Far R
Geographic diversity— 2 regions9/34
Singapore1UK1
ℹOnly 2 sources cover this story
Sources
Showing 2 of 2 sources
FTVery High95d ago
Burberry tried to be Louis Vuitton; it should aim lower
The historic brand’s rarefied look didn’t sell; and it is returning to its classic trench coats, scarves and check pattern
Read full article →channel-news-asiaMostly Factual94d ago
Burberry’s high-fashion bet faltered. Now it’s back to trench coats and check
After pushing too far upmarket, Burberry is returning to classic trench coats, scarves and its famous check pattern – a more accessible strategy that looks a lot like Coach’s playbook.
Read full article →Coverage Timeline
First report: FT · 14 May, 17:01|Full coverage: 2 · 10h|Window: 10h
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