On Tuesday, 3 October 2015, British fashion house Burberry announced that the brand will unify their three collections Prorsum, London and Brit under a new single „Burberry” label. This transition is supposed to be completed by the end of 2016.
Burberry Prorsum is the label’s runway collection, presented twice a year in Kensington Gardens. London is Burberry’s main line and features traditional business apparel, while Burberry Brit is aimed at a younger audience with apparel in the mid-range price segment.
The three lines are unified to simplify the presentation of Burberry’s full product range, with regard to the way customers like to experience the brand on and offline.
Burberry Chief Creative and Chief Executive Officer Christopher Bailey said:
“The behaviour of the luxury customer is evolving, their style is more fluid and this is reflected in the way they shop. By unifying our three lines under one label we can (…)offer a much more consistent experience of Burberry’s collections.”
In addition, Burberry also invested 50 million pounds (71 million euros) in a new trenchcoat manufacturing and weaving factory in Yorkshire, England, which is supposed to be completed in 2019. The site will allow Burberry to continue to produce its most iconic product that the brand has been manufacturing for over half a century.