Burberry announced plans to unify its Prorsum, London and Brit collections under a new single ‘Burberry’ label. The transition will be phased over the course of next year, becoming one fully unified label by the end of 2016.
The new label replaces the three previous lines simplifying the presentation of Burberry’s full product range in acknowledgment of the way luxury customers like to experience the brand both on and offline. The label also emphasises Burberry’s British design heritage noting as it does that all the products are designed and developed in London, England.
Burberry Chief Creative and Chief Executive Officer Christopher Bailey said:
“The behaviour of the luxury customer is evolving, their style is more fluid and this is reflected in the way they shop. The changes we are making allow us to serve this new behaviour more intuitively. By unifying our three lines under one label we can also offer a much more consistent experience of Burberry’s collections.”