New Burberry CEO Wants Less "Check"
According to the Wall Street Journal, only a few days into her new gig, Burberry CEO Angela Ahrendts said that she wants to see more diversity in the label. Their signature plaid, a.k.a. "check," is a bit overexposed at the moment due to its tremendous popularity over the past few years and the rise in counterfeit or look-a-like goods. They're not eliminating the check, but they're scaling it back already. For example, their new fall quilted jackets (the one pictured is $495) all feature solid colors and the square-toe pumps ($365) have only the smallest amount of checked piping.
The general plan is to always keep the check, but to promote other brand symbols, such as a mounted knight that was trademarked by the company over a century ago. The company has also hired several new designers to focus on adding accessories to the brand, giving consumers options beyond just clothes.