Burberry to unify three lines under one label

Prorsum, London and Brit will be phased out by the end of 2016

By Shantila Lee | Published: 4 Nov 2015

Burberry unifies
Photo: Instagram/Burberry

Today, UK fashion house Burberry Group Plc has announced plans to consolidate its three separate collections, all to be merged into one label called Burberry by the end of next year. 

So we bid adieu to Prorsum, the most expensive ready-to-wear line, London, their tailored work outfit collection, and Brit, the most casual brand of the three. This is an evolution of the brand to adapt to how the changing ways of how luxury customers and engaging with fashion.

"The behavior of the luxury customer is evolving, their style is more fluid and this is reflected in the way they shop," said Burberry CEO Christopher Bailey in a press release. "The changes we are making allow us to serve this new behavior more intuitively. By unifying our three lines under one label we can also offer a much more consistent experience of Burberry's collections."

Other brands are also consolidating lines this year: Marc by Marc Jacobs has been folded under the Marc Jacobs brand, Donna Karan is doing away with her namesake line and only keeping DKNY as of June, and Victoria Beckham is fusing her denim collection with her cheaper Victoria, Victoria Beckham line.

These movements herald a new era in fashion, where building awareness, brand integrity and appeal to a variety of consumers under one umbrella are taking top priority.

Related: Burberry's Christmas campaign has an all-star cast
Related: Marc by Marc Jacobs to be discontinued


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