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.