[Gwanghwamunduk's Brand Story] #2. BURBERRY

Burberry is a British luxury fashion brand founded in 1856 in Hampshire, England by Thomas Burberry. The Burberry brand is best known for the distinctive trench coat developed for use by the British military during World War I. This coat was made using a special fabric called Gabardine invented by Thomas Burberry, designed with waterproof and breathable properties. Gabardine, developed in 1879 by Thomas Burberry, is a special type of fabric made of cotton and worsted. Gabardine is very tough and durable with waterproofing capability -- initially used for military uniforms and later in Burberry signature trench coat. The Royal Warrant: in 1901, King Edward VII reportedly requested his equerry to "bring the Burberry" when preparing for outdoor activities -- this royal endorsement and the resulting "Burberry coat" terminology cemented the brand association with British establishment and quality. The brand expanded over time to clothing, accessories, and fragrances while becoming a symbol of British fashion and heritage. The Burberry check: the distinctive tan, black, red, and white check pattern introduced as a lining in the 1920s became the brand most recognizable visual element -- it appears on scarves, umbrella linings, and accessories; the pattern became so associated with the brand that it required legal protection against counterfeiting. Modern positioning: after a period in the 1990s-2000s when the check pattern became associated with "chav" culture in the UK through overexposure, Burberry undertook a successful repositioning to luxury fashion through creative director Christopher Bailey (2001-2018) and Riccardo Tisci (2018-2023), reclaiming the brand premium positioning. Current CEO Jonathan Akeroyd and creative director Daniel Lee are continuing the luxury repositioning strategy. 2021 annual revenue approximately 2.34 billion GBP (approximately 3.584 trillion KRW), placing Burberry among the leading British luxury brands globally.