Burberry has blessings that other brands would kill for. Everyone knows what a Burberry trenchcoat is, and pretty much everyone would be thrilled to have one. Burberry is a household name at a time when shoppers buying luxuries prize a prestige brand more than anything else. It is one of the elite labels that have meaning in the world of power and status, not only fashion.
In the trenchcoat – a perennial wardrobe classic – it owns prized real estate on the Monopoly board of luxury. (Consider how much mileage Gucci makes out of owning the loafer.) It has 168 years of heritage, and a bone-deep authenticity as the outfitter of Scott and Shackleton. It makes coats that last a lifetime, which chimes with modern values of sustainability. It stands for Britishness and quality. Success should, surely, be an open goal.
