Burberry relaunches its youth brand for autumn/winter 2003 season

Retailer Burberry is relaunching its casual youth brand, Thomas Burberry, for the autumn/winter 2003 season, two years after it withdrew it from the UK market.

The brand, aimed at 18to 24-year-olds, was withdrawn from the UK market because it had a weak identity with consumers and needed more thoughtful design. It has been refined in Spain, where it has continued to be sold, by Burberry designer Christopher Bailey.

Burberry is developing a number of brand extensions and is also launching a range of watches, for men and women, which will be rolled out in its stores in April. It is also testing a small range of home products and gifts in its London and New York flagship stores. The range is expected to be rolled out in its 45 stores over the next year. Burberry also has 59 concessions.

Its in-house team is developing campaigns for both the relaunch of Thomas Burberry and the Burberry watch range. It uses Baron & Baron in New York as a creative consultant. Media buying in the US is by Lipman, and in the UK by MediaCom.

The luxury brand has also announced an increase in sales for the six months ending September 30, with retail sales up by 32 per cent to &£85.6m compared with &£64.7m for the same period last year.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here