The iconic Burberry check. A pattern synonymous with British heritage, luxury, and, for a period, unfortunately, with a less-than-desirable association: “chav culture.” This article delves into the complex history of Burberry, exploring its origins, the damaging period of its association with chav culture, and the innovative strategies employed to reclaim its brand identity and reposition itself as a global luxury powerhouse.
When Was Burberry Established? A Legacy of Craftsmanship
Before understanding Burberry's struggle with its chav association, it's crucial to appreciate its rich history. Thomas Burberry founded the company in 1856 in Basingstoke, Hampshire, England. Initially a draper, Burberry's innovation lay in his development of gabardine, a durable, waterproof fabric that revolutionized outerwear. This innovation was crucial, particularly for the British military, leading to Burberry's early adoption by officers and soldiers. The iconic trench coat, born from this technological advancement, became a symbol of practicality and resilience, solidifying Burberry's reputation for quality and functionality.
History of Burberry Checks: A Pattern's Evolution
The now-famous Burberry check, also known as the Nova check pattern, didn't emerge immediately. Its origins are less clear-cut than the trench coat's, with some accounts suggesting its initial use was as an interior lining for coats. The exact date of its introduction is debated, but it's generally accepted to have been adopted sometime in the early 20th century. The original pattern was more subdued, a simple check in muted tones. Over time, the design evolved, becoming the distinctive beige, black, red, and white pattern we recognize today. The Burberry check print history is intertwined with the company’s overall growth, gradually transforming from a subtle internal detail to a highly recognizable and coveted brand symbol. This evolution, however, would ultimately become a double-edged sword.
Burberry Chav Culture: A Brand's Unfortunate Association
The term "chav," a derogatory slang term used predominantly in the UK, describes a particular subculture often associated with working-class individuals, characterized by certain fashion choices and behavior perceived as aggressive or anti-social. This subculture, often portrayed in a negative light by the media, unfortunately embraced Burberry's iconic check. The Burberry check, once a symbol of refined British heritage, became a ubiquitous element of chav attire. This association, fueled by media representations and anecdotal evidence, presented a significant challenge to Burberry's carefully cultivated luxury image. The sight of the Burberry check on individuals deemed “council housed and violent,” as some negative portrayals went, drastically undermined the brand's aspirational value. The Burberry chav check became a symbol of the very antithesis of the brand's intended image: a symbol of rebellion, not refinement.
Burberry Chav Check: The Decline of Prestige
The widespread adoption of the Burberry check by the chav subculture led to a significant devaluation of the brand. The once-exclusive pattern became readily available through counterfeit goods and cheaper imitations, further diluting its perceived value. The association with this particular subculture, often portrayed negatively in the media, directly impacted Burberry's sales and damaged its brand reputation among its target demographic. The brand’s luxury status was significantly eroded, becoming less aspirational and more associated with a group that actively rejected the values the brand sought to project. This negative association presented a critical juncture for Burberry, demanding a strategic intervention to salvage its reputation and reclaim its position in the luxury market.
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