Description
Book SynopsisGlobal fashion markets, particularly those aimed at prosperous millennial consumers in China, are in thrall to Burberry, and connect the company's output in the 21st century to a quintessential notion of British tradition.
The Changing Face of Burberry examines how the company successfully built this sense of tradition and how it has retained and capitalized on it within contemporary consumer culture. Charting the company's modest beginnings in semi-rural Hampshire in 1856 when it primarily produced waxed smocks for agricultural workers, the book follows the ebbs and flows of its fortunes over its 150-year history, from creating garments for the early motorist, the gentleman officer, and the aristocratic adventurer, to its current status as global fashion brand. It also explores Burberry''s more problematic associations, when the brand was sold in tourist souvenir stores and linked to ''chav'' culture. Combining interviews and archive material, including close analysis of advert
Table of ContentsList of Figures Acknowledgements Introduction Chapter 1: A one-hundred and fifty year metamorphosis Chapter 2: A New Rose Chapter 3: Surviving Through Britishness Chapter 4: Good and Bad Consumers: the lost fight and the fight back Chapter 5: The £13,000 Handbag Chapter 6: Heritage, Craft and the Global Marketplace Conclusions Bibliography Index
