chavs burberry | history of Burberry checks

Burberry. The name conjures images of trench coats, classic elegance, and understated luxury. Yet, for a significant period, the brand became inextricably linked with a subculture far removed from its refined origins: the "chavs." This association, fueled by the widespread adoption of the iconic Burberry check by this particular demographic, threatened to derail the brand's carefully cultivated image and significantly impact its sales and desirability. This article explores how Burberry, through a strategic combination of digital marketing, reinvention, and a conscious effort to distance itself from the unwanted association, successfully reclaimed its brand and re-established its position as a leading luxury fashion house.

Why Did Burberry Rebrand? The Imperative of Image Control

The primary driver behind Burberry's rebranding was the imperative to regain control of its brand image. The widespread adoption of the Burberry check, particularly the Nova Check, by "chavs" in the late 1990s and early 2000s, diluted the brand's exclusivity and prestige. The term "chav," often used pejoratively in the UK, generally refers to a working-class youth subculture associated with specific fashion choices, often perceived as brash and lacking sophistication.

The connection between Burberry and this subculture wasn't simply a matter of aesthetic preference. It became deeply intertwined with negative stereotypes associated with the "chav" image: antisocial behavior, a perceived lack of education, and even criminality. The media exacerbated this association, frequently featuring the Burberry check in articles and news reports depicting negative or controversial events linked to this subculture.

This association had several detrimental effects on Burberry:

* Brand Dilution: The ubiquitous presence of the Burberry check, often on counterfeit goods or mass-produced items, diminished its perceived value and exclusivity.

* Loss of Prestige: The association with a subculture perceived as "uncouth" tarnished Burberry's image as a sophisticated luxury brand. High-end consumers, who valued exclusivity and refinement, began to shy away from the brand.

* Sales Impact: While the association initially led to increased sales among the "chav" demographic, it ultimately alienated Burberry's core customer base and impacted long-term profitability. Affluent consumers were less likely to purchase items associated with a negative stereotype.

* Reputational Damage: The negative publicity surrounding the Burberry-chav association damaged the brand's reputation and made it difficult to attract new customers.

Therefore, rebranding was not merely a cosmetic exercise for Burberry; it was a strategic imperative to protect its brand equity, regain control of its image, and ensure its long-term survival in the competitive luxury market.

Burberry Chav Culture: A Perfect Storm of Trend Adoption and Misappropriation

Understanding the rise of "Burberry chav culture" requires examining the factors that contributed to the widespread adoption of the Burberry check by this particular subculture. Several factors converged to create this perfect storm:

* Accessibility and Affordability (Initially): While Burberry was undeniably a luxury brand, certain items, such as baseball caps and scarves featuring the iconic check, were relatively accessible to a wider range of consumers, including those within the "chav" demographic.

* Trend Adoption: The Burberry check, particularly the Nova Check, became a trend among young people, including those who identified with the "chav" subculture. The desire to be fashionable and express their identity through clothing drove this adoption.

* Celebrity Endorsement (Unintentional): While not officially endorsed by Burberry, certain celebrities and public figures who were associated with the "chav" aesthetic were photographed wearing Burberry items, further popularizing the brand within this subculture.

* Counterfeiting and Knock-offs: The popularity of the Burberry check also fueled the production and sale of counterfeit goods, making the pattern even more ubiquitous and accessible. This further diluted the brand's exclusivity and contributed to its negative association.

* Symbolic Meaning: For some within the "chav" subculture, the adoption of Burberry, even in its counterfeit form, may have represented a form of aspirational consumption, a desire to emulate a more affluent lifestyle, or even a rebellious statement against societal norms.

The association was amplified by media representation. News reports and television shows often depicted characters associated with crime, anti-social behaviour, or poverty wearing Burberry check items, further solidifying the negative stereotype in the public's mind. This created a vicious cycle, where the Burberry check became synonymous with a subculture associated with negative connotations. The term "Burberry chav check" became shorthand for this entire complex of associations.

Burberry Check Print History: From Functional Elegance to Cultural Icon

To understand the impact of the "chav" association, it's crucial to understand the rich history of the Burberry check.

* When Was Burberry Established? Burberry was established in 1856 by Thomas Burberry in Basingstoke, Hampshire, England. Initially, the company focused on developing innovative outerwear for outdoor pursuits.

* History of Burberry Checks: The iconic Burberry check, initially known as the "Haymarket Check," originated as a lining for the brand's signature trench coats. The trench coat itself was designed for military use during World War I, and the check lining was a practical addition.