The journey of Burberry from an everyday wear to a luxury brand

You’ve probably heard of high-end luxury brands such as Gucci, Chanel, Louis Vuitton. Burberry falls in the same league. Founded in 1856 in Basingstoke, England, by Thomas Burberry, a 21-year-old English fashion designer, the company started as a brand for daily wear clothing. The fashion house has focussed on developing and selling trench coats, ready-to-wear outerwear, fashion accessories, fragrances, eyewear and even cosmetics. Currently, Burberry directly operates over 500 businesses in 51 nations. Let’s glance through the humble beginning of Burberry and its success as a world class fashion brand.  

Burberry’s Gabardine, a revolutionising rainwear 
Burberry’s aim was to create clothing that was suitable to withstand the harsh British weather. So, in 1879, he developed the Gabardine, a garment that he patented in 1888. It was made of a breathable, weatherproof and durable fabric that revolutionised rainwear. Before this, rain garments were heavy and uncomfortable to wear. Gabardine was slow to gain popularity until a notable and famous scientist wore it to one of his expeditions in 1893. We are talking about Dr. Fridtjof Nansen, a Norwegian polar explorer, zoologist and recipient of the Nobel Peace Prize. He wore the Burberry Gabardine to the arctic circle (famous for snowfall and rains). Many celebrities followed suit and the garment soon became popular!  

The Burberry trench coat 
We all know of the famous Burberry trench coats. Celebrities worldwide can be seen wearing them. But do you know when the company developed the trench coat? During the first World War (1914–1918)! The coat featured a practical design with shoulder pads for hanging military gear like gloves and whistles. A desirable quality during the war period for sure. The coat also included D-rings for carrying grenades and a pistol cover for further protection while featuring a storm shield to let water flow off easily. 

Its super utility caught the attention of civilians after the war ended and was soon welcomed by civilians. It is still a wardrobe staple for people worldwide. But how did it become so popular? Well, advertisements by none other than celebrities like Humphrey Bogart (American film and stage actor) and Audrey Hepburn, a famous British actress. 

Burberry’s aviation clothes 
After creating clothing for the military, Burberry started to make aviation clothing. The brand produced clothing designed specifically for aircrafts. In 1937, pilots Betty Kirby-Green and Arthur Clouston created history by taking the fastest return flight from Cape Town to London. Both were wearing Burberry clothing and riding a plane with the logo of Burberry on it.  

Burberry enters the high fashion segment  
In 1955, Queen Elizabeth II issued Burberry a Royal Warrant for weatherproofing. Then, in 1990 the Prince of Wales awarded Burberry a second Royal Warrant to serve as an outfitter. A Royal Warrant is given to those companies and brands that provide goods to the British royal family. With these two events, Burberry soon became associated with royalty and of course luxury, becoming a part of the lives of actors and celebrities worldwide! In 2010, Burberry became the first company to broadcast a fashion show live. This is a trend that is now common during all four primary fashion weeks.