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BURBERRY SUMMER SPRING 2017

(university project)

Tingting HUANGMaster Fashion & Luxury Brand Mangement

Istituto Marangoni London

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Objectives

This collection aims to create the brand association of modern art. Concept Art's seemingly "non-sense" approach will help Burberry attract young people and people interested in art through adding provocation and humor to the brand personality.

Previously, Burberry had used artistic print on suede coats. This collection will reinforce the bond with modern art from the development of provocative concept to the choices of fabrics, silhouettes and prints.

The collection will further exlpore Burberry's iconic elements: gabardine, trench coat and check pattern, to help consumers distinguish Burberry products right away just through products. The basic elements will gain fresh perception after being renewed and energized in an artistic approach.

Furthermore, the collection will help emphasize Burberry's heritage of superior quality of fabric and preserved craftsmanship.

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Collection Concept: Revisiting Burberry

STORY (Pause, Back, Forward)

When you feel lonely in the fast-pace modern society, imagine time stops, reverse and your past, your childhood is in front of you...

Burberry witnesses the history, the birth of all of us, our parents, our grandparents.If the process of life can be adjusted with the buttons of “Backward”, “Pause” and “Forward”, how would we feel, excited, anxious or lonely still?

Answers are different. But one thing is common, when we move forward, we all have the chance to pause and look back, to reflect who we are, what we have experienced.

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Theme

Inspired by "Slow Future", which emphasizes looking at the past and enjoying boredom and slowness to better imagine the future and using memory as creativity, this collection looks back at Burberry's past design and concepts.

The provocative, modernized, energized approach of Concept Art is used to rework the iconic check pattern and use of gabardine to focus on the heritage elements while making the brand fresh and attractive to the young market.

Bauhaus aesthetic is used here for its consistency with Burberry's focus on materials and simplicity. The difference is that Bauhaus uses vivid color to add energy, which will be applied in the collection. The simplicity in construction helps accentuate Burberry's superior quality and craftsmanship, while print inspired by art complements the look.

"Spontaneous Art"trend further strengthens the concept as it points out that spontaneity is art and the humble brush stroke helps search for truth. While check and gabardine are taken for granted and evoke no excitement, the collection searches for their different and deeper facet to bring out the excitement again. Contrasting colors are used to reveal the multi-facet of reality, and colorful yet classic history and future of Burberry.

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Promotion- In store

Since the concept is relatively complex and provocative, the promotion will explain the meaning behind the concept.

This would create added value for consumer since what they buy are not just a design or apparel, but also the exploration of life suggested by the concept.

In this way, Burberry fulfills its luxury function of providing a dream for consumerswho lives in a fast-pace and high-automation era and desire for slowness and personalization.

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Concept Art evokes audience of what they are looking at

rather than showing the finished work, such as "Painting Sculpture" in "Art & Language".

This collection uses words, twisted check, and unfinished check to suggest rather than

presenting the finshed physical features.

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Inspired by Concept Art's idea that reality has different facets.

The print uses mix of black-white and colorful patterns of check. A layer of abstract check pattern is added over the print.

The two versions imitate the shadow

changing with sunset.

Combined with "Color Healing", it brings a sense of

meditating in the fast-paced life.