3) BURBERRY

The Casuals have had an adverse effect on my third case study. The stigma of the hooligan affiliation, as with a lot of premium brands, has hindered the direction of Burberry over more recent times. Thus prompting a substantial re-branding, in turn adding a pressure to push the design outcomes.

Burberry, a British establishment of classic fashion, initially at the forefront of military outer ware, also often the choice of the Royals and the city 'yuppy'. It was this prestigious, and patriotic, standing that offered all the perfect credentials to be adopted by the UK Football Casuals. Such prominent brand elements such as their own tanned, red and black tartan cloth, would only serve to tarnish the luxury outfit.

"Burberry Prorsum" in London - Spring Summer 2014 Menswear