Tuesday, 29 September 2009

Burberry Offers Casual Chic To U.S. Market – 29/9/09

U.K. brand Burberry definitely has its heart set on winning over the struggling U.S. market. They even went as far as to expand their fashion line-up to a “more casual ‘Brit’ line”, according to a Bloomberg article.

Burberry C.E.O Angela Ahrendts said, “We do believe there is a broader opportunity in a market like America with our department-store partners to sell more of the casual ‘Burberry Brit’ range.”

This “more casual line” will feature US $600 trench coats and US $150 Wellington boots.

Evolving to suit the market seems to be already working in Burberry’s favour. Burberry’s Chief Financial Officer, Stacey Cartwright, said she is “optimistic” of a stronger second half in the U.S. as buyers increase inventory. A “handful” of stores have already indicated they will be giving floor space to its relabelled, more casual ‘Brit’ line.

See the MO Down for September 7 for our report on Burberry’s planned U.S. expansion entitled It’s Full Steam Ahead For Burberry In The U.S.

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Melinda O’Rourke is the founder and Director of MO Luxury, a dynamic, Sydney-based management firm specialising in luxury brands and services. Melinda and her associates at MO work with local and international brands across prestige retail, fashion, fine jewellery, timepieces and specialised services. Melinda is well-connected, well-read, and well-versed in the demands of the luxury market and its client base. Her advice is firmly based in objectivity and ultimately, accountability. Melinda offers constructive counsel and both strategic and creative thinking and is able to draw upon a strong network of specialised talent to compliment the MO Luxury team as needed. Melinda enjoys excellent industry relationships and is regularly quoted in the business and fashion media. Read more about MO Luxury, www.moluxury.com.au