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Background:

Burberry today is considered one of the leading luxury brands of the word. Here is a synopsis of rise of Burberry:

1856: Thomas Burberry, at age 21, opens shop in Basingstoke, Hampshire, selling country clothes to the landed gentry.

1880: Water resistant gabardine invented and patented in 1888.

1895: First clothes for the British military, follotheyd by officer uniforms in 1901.

1900: Launch of first logo

1914: Military trench coat born when the British War Office commissions Burberry to make theyatherproof coat with epaulettes and D- ring.

1920: Burberry check trademarked and used as lining to trench in 1924.

1950s: Hollywood embraces the trench, especially Humphrey Bogart in "Casablanca."

1955: Burberry receives Royal Warrant, from Queen Elizabeth II. Great Universal Stores acquires Burberry.

1964: Asian expansion with master license awarded to Mitsui & Co.

1997: Rose Marie Bravo appointed CEO.

1998: First advertising campaign by Mario Testino, starring Stella Tenant.

1999: The high-end Burberry Prorsum women's line is launched.

2000: The Burberry Prorsum menstheyar line is launched. The renegotiated Japanese licenses with Mitsui and Sanyo take effect.

2002: Stock market listing (IPO). Burberry launches "The Art of the Trench," a made-to-order raincoat service for men and women.

The designer label Burberry was rescued from the dusty discount bin in the late 1990s and early 2000s, and transformed back into a major fashion brand, before being successfully spun off by owners GUS as a separate company. It is one of the few distinctively British designer fashion labels.

Situation Analysis:

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