Burberry 90's range

“The 90's” AW 2024

Eva Jain

Weakness

Burberry’s AW 23, and SS24 collections saw innovative, fresh, and increased relatable products which further helped in clarifying the brand’s message and in reaching to new consumers. (BoF, 2022)

The absence of mannequins in the store is a drawback as it limits the customers from visualizing how the clothes appear when worn.

The Lyst Index ranks fashion's hottest brands based on user behavior, searches, views, sales, and social media mentions.

Burberry is ranked 10th in Q3 of 2023, gaining popularity, particularly among younger generations. (Lyst Index, 2023)

While there's a significant online preorder and ordering customer base (Burberry Annual Report 22/23, 2023), the website's basic design falls short of the expected luxury and lacks AI incorporation.

Burberry's commitment to heritage and nurturing a community (Burberry, 2023) was evident in Daniel Lee's AW 23 collection, where he partnered with an archivist to curate references to century-old fabrics from English mills, reinforcing the brand's legacy. (BoF, 2023) The iconic gabardine trench coat, created over a century ago, continues to be a key product and a constant bestseller for the brand. (Harper’s Bazaar, 2023)

Essential information, such as detailed care instructions for a long product life is notably absent in the product descriptions, although these factors contribute to the premium pricing of Burberry products.

The Bond Street store's exterior design, while simplistic, may not fully convey the luxurious essence of Burberry, potentially impacting customer excitement and brand identity.

In AW 23/24, skirts ranked as the second-largest category on the catwalk.

Wrap and checkered pattern column skirts are set to maintain their sustained rise into A/W 24/25. (WGSN, 2023)

Burberry faces stiff competition as the retail apparel industry has low entry barriers which makes it easy for competitors to enter and put pressure on prices. (MarketLine, 2023)

Knitted dress and standout Ballet Slip Dress saw a remarkable +207% YoY increase in appearances dominating the AW 23/24 season. (WGSN, 2023) Oversized tops, including Crew necks, are a sustained trend in the UK. Priority being comfort with relaxed silhouettes.

(This Day Style, 2023) Wide-leg trousers, are set to gain further popularity YoY in A/W 24/25, according to TrendCurve+. (WGSN, 2023) In 2024, neutral colors, particularly beige, will take on a central role as consumers seek versatility, durability and longevity. (WGSN, 2023)

Short product life cycles and trends in the fashion industry could negatively affect slow fashion brands like Burberry.

Dark Persian red color (wine red) has been gaining a lot of traction (Fashion United, 2023), especially on social media. It has been increasingly used in clothes, footwear, and interior (Homes and Gardens, 2023).

Forest Green has made a return on the runway for SS24, led by JW Andresen.

(Style Caster, 2023)

sustainability matters to us.

Searches for Plaid textiles have increased over 40% on Google recently.

(WGSN, 2023)

Mass brands have started incorporating luxury-inspired features into their products, which delivers a touch of luxury at an affordable price. This may lead to an influx of dupes.(Mintel, 2023) After a successful rebranding in 2023 (GQ, 2023), Burberry’s next challenge is to maintain the same hype among younger generations.

According to The New York Times (2023), in SS24 fashion collections, the 90s theme emerges as a strong trend. Brands like Prada, Tod’s, Versace, and Tom Ford pay homage to the '90s in their creations, reflecting the enduring influence of this era in modern fashion. (Fashion United, 2023)

Check Wool Wrap Skirt 100% Cashmere Wool Medium Gauge Knit Persian Red

We aim to source 100% certified wool.

We utilise animal welfare certifications which promote good practices and prohibit the practice of mulesing.

Dry-clean ONLY for longer life

We are committed to eliminating all plastic from our consumer packaging by FY 2025/26.

06 04 US 38 EU

Our Manufacturing Restricted Substances List (MRSL) is fully aligned with the latest Zero Discharge of Hazardous Chemicals (ZDHC) list.

Let this product have a second life.

Recycle this tag

SWOT

THREATS

(Hugo Boss, 2023)

(Burberry, 2023)

Despite Burberry's strong commitment to sustainability and responsible sourcing, there is an absence of this regard on social media, in-store, and labelling. The survey performed by Burberry underscores the need to amplify sustainability messaging for heightened awareness of the brand’s values. (Burberry annual report 22/23, 2023)

Opportunities

(Vouge, 2022)

Strengths

(Louis Vuitton, 2023)

03WSAW24 Made in United Kingdom

£900

39% of UK consumers would be interested in labels with instructions on how to sustainably care for an item.

(Mintel, 2023)

The 90's RANGE

Check Cotton Crewneck

90's Print T-shirt

£650

£500

100% Organic Cotton Jersey Knit “90’s”, and BURBERRY embroidery

Long 90's Check Trench Coat 100% Woven Gabardine Cotton Button : recyclable metal oversized fit

£1,700 Turtleneck Knit Dress

100% Merino Wool Rib Knit Front cut design

£1,500

Check Wool Wrap Skirt 100% Cashmere Wool Medium Gauge Knit Button closure at the back Embroidered Logo

£5000

Heritage Slip Dress

£900

Check Lightweight Long Skirt 100% Organic Cotton Jersey Knit Button closure at the back Logo by Transfer print

£800

£800

100% Woven Silk Satin Silk Lace Trim Back zipper logo by Transfer Print

Wide-leg Tailored Trousers 100% Woven Tweed Wool Back Pockets Button : recyclable metal

“The fabric drapes elegantly, creating a flowing silhouette”

100% Jersey Cotton Single Interlock All Over Print

Theme Inspiration Moodboard

Range Plan

Burberry 90's Limited Edition Range AW 2024

neu tra ls

cot ton

Per sia nR ed

wo ol

Fabric

For Gr est een

Silk

Fashion pyramids

Color

present store

The flag contributes to the brand's sense of “Britishness” and makes the store stands out from others.

AI try-on mirror equipped with cameras and sensors that allow customers to virtually try on clothing items without physically putting them on.

Carpet Tiles

Route-tomarket

The use of glass windows not only provides a glimpse of the store's interior but also contributes to a feel of luxury and sophistication.

Bond Street, London

B Reference list Burberry (2023) ‘Annual Report 2022/23’. Available at: https://www.burberryplc.com/investors/annual-report-22-23 (Accessed: 14/10/23).

Business of Fashion (2022) ‘Inside Burberry’s Growth Strategy’. Available at: https://www.businessoffashion.com/articles/luxury/jonathanakeroyds-plan-to-kickstart-burberry/ (Accessed: 15/10/23).

Business of Fashion (2023) ‘Daniel Lee’s Burberry Debut: Mission Accomplished’. Available at: Daniel Lee’s Burberry Debut: Mission Accomplished | BoF (businessoffashion.com) (Accessed: 11/10/23).

Burberry (2023). Available at: https://www.burberryplc.com/ (Accessed: 5/10/23), F Fashion United (2023) ‘Four key colour trends at Milan Fashion Week FW23’. Available at: https://fashionunited.uk/news/fashion/four-keycolour-trends-at-milan-fashion-week-fw23/2023030968372 (Accessed: 10/11/23).

Fashion United (2023) ‘SS24: Nostalgia, raves, and ‘real’ fashion at Milan Fashion Week’. Available at: https://fashionunited.uk/news/fashion/ss24-nostalgia-raves-and-real-fashion-at-milan-fashion-week/2023092671777 (Accessed: 15/10/23).

G GQ UK (2023) ‘Burberry's big return to British eccentricity’. Available at: https://www.gq-magazine.co.uk/fashion/article/new-burberry-daniellee-2023 (Accessed: 23/10/23).

H Harper’s Bazaar (2023) ‘History of the Hero: The Burberry trench’. Available at: https://www.harpersbazaar.com/uk/fashion/a41964443/burberry-trench-coat/ (Accessed: 12/10/23).

Homes and Gardens (2023) ‘Is red on trend?’. Available at: https://www.homesandgardens.com/interior-design/is-red-on-trend (Accessed: 10/11/23).

L Lyst Index (2023) ‘Fashion’s Hottest Brands and Products Q3 2022’. Available at: https://www.lyst.com/data/the-lyst-index/q322/ (Accessed: 20/10/23).

M Mintel (2023) ‘Global consumer trends 2024’. Available at: https://clients.mintel.com/content/trend/global-consumer-trends-2024? fromSearch=%3Ffilters.strategic-topic%3D111%26last_filter%3Dstrategic-topic%26resultPosition%3D1 (Accessed: 14/10/23).

Reference list

Market Line (2023) ‘Company Profile: Burberry Group PLC’. Available at: https://research.ebsco.com/c/omrwnr/viewer/pdf/74llvvfkoz?auth-callid=b8a658070a29-9c88-92d3-743263a9f02d (Accessed: 17/10/23).

S Style Caster (2023) ‘Color Trends 2024’. Available at: https://stylecaster.com/lists/color-trends-2024/canary-yellow/ (Accessed: 18/10/23).

T The New York Times (2023) ‘Bedbugs, and Everything Else to Know About Fashion Month’. Available at: https://www.nytimes.com/article/fashion-week-spring2024-recap.html (Accessed: 15/10/23).

This Day Style (2023) ‘The Rise of the Oversized Trend’. Available at: https://www.thisdaystyle.ng/the-rise-of-the-oversized-trend/ (Accessed: 23/10/23).

W WGSN (2023) ‘Core Item Update: Women’s Skirts A/W 24/25’. Available at: https://www.wgsn.com/fashion/article/6486d29a433fbb93c3e5c7f3 (Accessed: 16/10/23).

WGSN (2023) ‘Key Items Fashion: Women’s Dresses A/W 24/25’. Available at: https://www.wgsn.com/fashion/article/646471cf623e2808f8c62a1c (Accessed: 16/10/23).

WGSN (2023) ‘Key Items Fashion: Women’s Trousers A/W 24/25’. Available at: https://www.wgsn.com/fashion/article/64677d2f63a9e3884e0c44e8 (Accessed: 16/10/23).

WGSN (2023) ‘Colour Trends: The Next Neutrals’. Available at: https://www.wgsn.com/fashion/article/648186b6ca3f27e5c29b0ec2 (Accessed: 13/10/23).

WGSN (2023) ‘Textile Sourcing Guide: Women’s A/W 24/25'. Available at: https://www.wgsn.com/fashion/article/64be62830317f2eeaa1900af (Accessed: 16/10/23).