Burberry has come up with its new logo in which it takes a toss from its famed camel check prints to its new logo-style branding which would give its handbags and other wares the kind of covetable cachet top luxury rivals like LVMH’s Louis Vuitton have long enjoyed.
A twist on Burberry classic will also be seen like the trench coats, lined with punky rings, will now also carry Tisci’s stamp.
It has changed its logo for the first time in 20 years and most people are not liking it. Some said that the new look is younger-looking and jazzier than the traditional camel, black and red checks and some said that the logo is looking just old, for their age.
Burberry recently managed to rehabilitate its check print which is so widely copied and worn. As the consumer tastes shift towards more casual clothes, it is creating a need for trademarks setting apart luxury cotton T-shirts from standard ones.
The luxury goods consultant, Robert Burke, said that the price ratio on a product goes up with a logo on it.
The Burberry’s revamped image is set for a real test on Tuesday with its first-quarter sales. This makeover would increase its sales and also creates a battle among high-end brands to lure young shoppers in markets like Asia.
The sale should reflect the higher proportion of designs which would gradually make their way into the stores. According to JP Morgan, the comparable revenue growth will also improve from an underwhelming 1% in the previous three months to 3%.
Chinese consumers have been the biggest client in the luxury industry. But the growth rates of Burberry in the Chinese market were lagging some peers. But now, the case seems to be different- A consumer from China said that he now goes more often to the store to shop for his parents during the Chinese New Year.
A shop assistant at New York’s Burberry store said the new collection had been selling well. Burberry might benefit in the short term from a monogram fad. The monogram can be declined into a different shade more easily than the camel check while remaining identifiable.