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Seam 11.5 stitches per 1 inch 100% by hand, 0% error rate

Burberry – The famous 166-year-old fashion brand is considered one of the unique symbols of the UK because the brand’s development history is not only associated with the famous trench coat, but also step by step. with the ups and downs of the Land of Mist. Decades have passed, Burberry has always been considered the most successful business story in the UK, the pride in every people’s story. However, the secrets associated with the development history of this brand are not known to everyone.

Burberry – The name associated with the image of a horseman riding a horse

Burberry was founded in 1856 by Thomas Burberry. He used to be an apprentice at a cloth shop, then decided to open his own shop in Basingstoke, Hampshire, England.

Although it has had a certain foothold since 1870 thanks to its designs for outdoor activities, this brand only really developed when Thomas Burberry’s son “rolled hands” with his father to run and manage.

The secret behind Burberry's famous trench coat: Seam 11.5 stitches per 1 inch by 100% hand, error rate 0% - Photo 1.

Winning results in logo design contest for Burberry

Referring to Burberry, one cannot help but mention the important event in 1901, when this company opened a logo design contest for the brand and the participants were all fashionistas. The winning result was an image of a knight riding a horse, holding a flag with the words “Prorsum” in his hand (Latin for “Forwards”. Above the shield is printed the letter “B”, which stands for “Burberry”.

With the implication of being ready to fight like medieval horsemen, this image implies the orientation to become one of the pioneering fashion brands of Burberry – a name born during the peak of Britain. country. The shield also symbolizes protection, implying that the fashion house’s designs will protect the wearer from the dense fog that is typical of Britain’s climate.

In 1999, Burberry changed the brand name: removing the “s” from the original name “Burberrys” by the design hand of Fabien Baron. The main colors of the logo are black and white, representing elegance, strength, durability and simple font style that the company maintains to this day.

The secret behind Burberry's famous trench coat: Seam of 11.5 stitches per 1 inch by hand 100%, error rate 0% - Photo 2.

New logo of Burberry

In 2018, Burberry’s new Creative Director, Riccardo Tisci, revealed on Instagram a new logo and monogram motif designed by Peter Saville. With three tones of red, honey yellow and white, the monogram design is a combination, interlocking of the two letters T and B, referring to the initials of founder Thomas Burberry. The event marked 20 years since Burberry changed its logo designed by Fabien Baron in 1999.

“Peter Saville is one of the geniuses in the design world. So we decided to partner with him on this important innovation,” said Burberry Creative Director.

The secret behind Burberry’s 11.5 stitches per 1 inch seam

Because the British weather pattern is mainly rain and thick fog, Thomas Burberry from the early days has been working on finding lightweight, waterproof fabrics. After countless failures, in 1879 he successfully developed a special fabric called gabardine. It later became popular around the world for its advantages and was patented by Thomas Burberry in 1888.

The secret behind Burberry's famous trench coat: Seam 11.5 stitches per 1 inch by 100% hand, error rate 0% - Photo 3.

By being a supplier of waterproof uniforms to troops serving in wartime, Burberry started to do well. The uniform worn by British soldiers was called tielocken, a long coat with a belt tied at the front. In addition, gabardine fabric with good cold water resistance is also used in outdoor picnic activities, such as camping, climbing and fishing.

However, the most special thing is not only in the fabric. Burberry’s trench coats are famous for their rigorous manufacturing process: 100% hand-sewn with 0% error. All must be created by the hands of the most skilled craftsmen. The collar, which is considered the most characteristic mark on a trend coat, requires an exact ratio of 11.5 stitches per inch and can only be done by craftsmen with at least a year of experience.

In the 1920s, the Nova Check pattern began to be printed on the lining of Burberry trend coats. Created from a combination of camel, black and red, the patterns are designed to be seamless and symmetrical after a delicate cutting and weaving process, thereby becoming the hallmark of famous jackets.

The secret behind Burberry's famous trench coat: Seam of 11.5 stitches per 1 inch by hand 100%, error rate 0% - Photo 4.

Burberry shirt is created by the hands of the most skilled craftsmen with 0% errors

In 1955, the Queen of England issued a Royal Certificate, proving that Burberry was a product of royal use. This honor was repeated again in 1988, when the company launched a line of products for children. Burberry accordingly gradually closes the gap on its journey to becoming a brand representing the UK.

Efforts to revive a brand that is on the verge of extinction

Every brand has its bad times and so does Burberry. After decades of building, developing and gaining a foothold in the world of fashion, in 2016, Burberry gradually became a decline in the high-end fashion segment. Luxury brands themselves are more of a challenge than traditional brands because it requires constant change and exceeding customer expectations.

Burberry serves both young and adult customers simultaneously, but its remarketing is primarily aimed at younger audiences. Because of that, the price to pay when having a young customer base is losing a large number of older consumers.

A study at that time showed that the majority of young consumers buy luxury goods just for fun and want to be recognized by others, while older customers accept to pay for their needs and comfort. .

The secret behind Burberry's famous trench coat: Seam of 11.5 stitches per 1 inch by hand 100%, error rate 0% - Photo 5.

Burberry’s famous trench coat

In the years that followed, Burberry was forced to change its strategy to increase profits. The company is constantly adding new products, making them more appealing to both men and women living in hot climates. Previously, this brand only focused on autumn and winter collections because of its appreciation of the UK market.

The effort to change the logo in 2018 is also a way to help Burberry find lost customers. The design has three tones of red, honey yellow and white, while the monogram motif is a combination and interlocking of the two letters T and B, highlighting the identity and marking an important new era of the company. Burberry.

Burberry also recognizes the power and influence of Asian consumers, so instead of trying to stand out, it gives users exactly what they want: a trusted brand. .

In China, Burberry has partnered with tech giant Tencent to launch a store based on an interactive concept on social media and virtual reality. Tencent’s ownership of the WeChat payment app has made it easy for Burberry customers to scan QR codes, find product information, and diversify their shopping experience.

Thus, Burberry, which started as a small tailoring company, has grown into the world’s leading luxury brand after 166 years. They do not rest on victory but constantly innovate, even though their core values ​​have always been maintained after decades.

According to: Harper’s Bazaar

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Vu Anh

By Business and Marketing

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