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The coats became the official coat of the British Army in World War I. Over the ensuing years as the brand expanded its consumer base grew to include celebrities, well known adventurers, politicians, aviators, balloonists and explorers. By the 1990s, Burberry’s product line was being sold in retail environments inconsistent with its core proposition...

By the 1990s, Burberry’s product line was being sold in retail environments inconsistent with its core proposition. The consumer base consisted mostly of older males and Asian tourists. The brand was skewed towards an older customer base. The reinvention of Burberry began in 1997 and with that a new consumer base and target market was born...

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