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The brand, aimed at 18to 24-year-olds, was withdrawn from the UK market because it had a weak identity with consumers and needed more thoughtful design.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.

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