Brand introduction: Burberry symbolizes the classic British fashion, and there is a good saying: "Britain has produced parliamentary democracy, scotch whisky and Burberry trench coat." Although it has a very traditional British style, its origin is very innovative. It first invented gabardine, a waterproof fabric, and designed and produced the uniforms of senior British officers during World War II. The trench coat evolved from the latter was once loved by celebrities all over the world. At present, Burberry has a number of sub-brands headed by Burberry White Pine, whose products involve clothing, handbags, accessories and so on. And their styles are younger and more emotional.

Speaking of the origin of Burberry windbreaker, the original intention is actually to design a lightweight raincoat.

1856, Thomas Burberry, who was only 2 1 year old, ran a small clothing store in a small town in Hampshire, England. Thomas is an apprentice of a cloth dealer. He is a young man who is very familiar with and keen on clothes, especially jackets and coats.

It often rains in England, and Thomas noticed that many people are full of complaints about wearing heavy raincoats when it rains. At that time, the raincoat was made of rubber, which was very waterproof, but it was heavy and inconvenient to move.

Even now, I still remember when I was a child, whenever it rained, I always put on a pair of black overshoes. These rubber shoes are really heavy and airtight, and they don't follow my feet. It is conceivable that18th century rubber raincoats are heavy and stuffy.

Inspired by life, Burberry began to look for a lighter waterproof fabric.

In fact, finding this fabric is like looking for a needle in a haystack. Burberry is busy developing new fabrics day and night, and she has devoted all her efforts to it, but it still has no results. Those who persist will always get lucky. Another rainy day, Burberry rested in a bar and met a guest. When she entered the store, she didn't wear a rubber raincoat, but she didn't get wet. It turned out to be a long smock worn by a shepherd on rainy and snowy days. If Burberry gets the treasure of research, this gown is lighter and stronger than other fabrics and can be washed, so it is often used as work clothes. However, due to the rough design, it is not worn as casual clothes.

Knowing that this robe is made of linen and wool, Burberry started the research and development experiment again. After numerous failures, it finally succeeded in developing a new material in1888 (more than 30 years of continuous attempts), which is today's gabardine fabric. This new fabric is not only waterproof, but also heat-insulating. Warm in winter and cool in summer, much lighter.

After he invented gabardine, he applied for a patent and opened the heyday of Burberry. Global gabardine windbreaker orders are pouring in.

189 1 year, 56-year-old Burberry named the Burberry brand with his own name.

1895, the British army wanted to buy some light and waterproof clothes and found Burberry. This military waterproof suit named Tielocken is the originator of the famous Burberry trench coat. It is characterized by no buttons and the waist is tied with a belt.

The army loves Burberry very much. How can the king be an exception? He personally awarded it to the royal franchisee, and Burberry began to make gabardine windbreakers for the king.

190 1 year, the Burberry trademark was born, which consists of the knight and prosser. On the one hand, the development of Burberry is inseparable from the army, on the other hand, it also contains the meaning of continuous progress.

At present, we rarely see any industry uniforms that lead the fashion. No student likes to wear student clothes outside school, and no doctor wears a white coat in life. However, you can see that Burberry's integrated military trench coat appears in various occasions and becomes a spiritual symbol of adventure and chic.

Burberry introduced outdoor sportswear made of gabardine. At that time, the most famous explorer was Captain Amundsen. When he became the first person to reach the South Pole successfully, he left his tent in the South Pole wearing Burberry gabardine winter clothes and winter clothes.

John Olkok and Wheaton Brown also wore Burberry costumes when they completed their first direct flight across the Atlantic.

19 14 during the first world war, Burberry accepted the production order of British military coats and improved it on the basis of the first edition:

-Double breasted

-Add shoulder pads from shoulder to chest to protect the parts that are easy to wear when holding a gun.

-Use a cuff with a belt at the wrist to prevent dust and foreign objects from entering.

What is rare is that after the war, every officer took the Burberry trench coat home and wore it in daily life. This kind of military uniform soon became popular. Because of its classic and generous design, it is not influenced by fashion and seasons, and many British people even pass it on from generation to generation.

In particular, several films that caused a sensation in the 1940 s contributed greatly. Although Burberry didn't invite stars to advertise, several movie stars in the film all made handsome appearances in Burberry trench coats, which made Burberry's noble, elegant and romantic image deeply rooted in people's hearts.

Broken blue bridge

Casablanca

Breakfast at Tiffany's

etc

It is also loved by political and financial circles in various countries, including the British royal family. 1989 won the "Royal Protection" badge.

The medals awarded by any person or organization are only temporary, and Burberry was once rejected and declined because it was considered unsuitable for fashion trends.

Burberry's biggest mistake at that time was that she was arrogant in her heyday, did not see the changes of the times, and did not make any improvement and breakthrough in design to adapt to the rise of various personality cultures at that time. For many young people, Burberry is out of date.

On the other hand, Burberry blindly pursues the rapid expansion of stores, but its brand image is greatly reduced, and some high-end department stores even refuse Burberry to enter.

After learning from a painful experience, the new CEO of Burberry decided to change the image of Burberry from 65438 to 0998. The first thing to do at first is to redesign the classic windbreaker.

-I used to make men's windbreakers, but now I'm targeting more young women.

-Incorporate modern new elements into the traditional trench coat, and slightly cut the narrow shoulders and waist to make the trench coat highlight the perfect figure of women.

-On the basis of the traditional camel plaid pattern, a new color scheme is added, which is light and lively.

-and supermodel leader stratan Nantes was appointed as the spokesperson of Burberry.

It helped customers overcome various difficulties and revived Burberry's chivalry, which led to the beautiful and youthful Burberry trench coat we see today.

It is said that if you can only buy one dress, you must buy a Burberry trench coat.

May each of us become a knight of this era, laughing, failing, stumbling and trying. Do not forget your initiative mind, keep moving forward gracefully and bravely! PRORSUM！