New Burberry CEO Wants Less "Check"

by Nicole Weston (RSS feed)
Jul 8th 2006 at 4:04PM

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.

Tags: apparel, brand, burberry, ceo, check, design, plaid

Filed under: Apparel

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Reader Comments (Page 1 of 1)

kristine Jul 8th 2006 6:26PM

Check is indeed overly exposed all over the world!
I remember i once saw a couple in Osaka, the guy was wearing Burberry check pattern shirt and his lady friend also wore check pattern pole dress! oh, my eyes!!! way too much check pattern!!!

Personally, I love Burberry prorsum a lot!

Val Jul 8th 2006 8:43PM

I quite agree. Check has been reduced to commonality. It is no longer the distunguished brand it once was because of overexposure. Might as well sell it in Target, it is so overdone. It is one thing to have a team logo, one you are supposed to see everywhere, than have something that is supossed to be exclusive, and maybe elusive, seen everywhere.

Eva Jul 19th 2006 7:34PM

I have seen the "check" print at Dollar Stores on sandals, and I have also seen ragity (probably spelled wrong) women wearing scrunchies with the "check" print. That print was so everywhere last Summer, it really ticked me off. I understand the "C's" of Coach, and the "LV's" of Louis Vuitton, the triangle of Prada, and many other things, but I never understood what people find appealing of the "check," except for the fact that the colors in it match with any sophisticated outfit.