Burberry, a name synonymous with British heritage and timeless elegance, boasts a rich and complex history. Understanding the brand's evolution requires navigating a nuanced landscape of different lines, labels, and licensing agreements. One particularly intriguing facet of this history is Burberry Blue Label, a line specifically created for and marketed to young Japanese women. This article will explore the intricacies of Burberry Blue Label, contrasting it with the mainline Burberry London collection and providing a comprehensive guide to identifying genuine Burberry products, including those from the Blue Label line.
Burberry London: The Foundation of Heritage
Before delving into the specifics of Burberry Blue Label, it's crucial to establish a clear understanding of Burberry London. Burberry London represented the brand's luxury ready-to-wear line, showcasing classic Burberry designs and embodying the brand's heritage. This line featured high-quality materials, impeccable tailoring, and a focus on timeless pieces that transcended fleeting trends. Think iconic trench coats, sophisticated tailored suits, and elegant cashmere knits – all bearing the hallmarks of the quintessential Burberry aesthetic. These pieces were intended for a more mature, discerning customer, reflecting a sophisticated and established image. The "Burberry of London" label, often seen on these pieces, signified the pinnacle of the brand's offering, representing the highest quality and craftsmanship. Understanding this foundational line is essential for appreciating the distinct positioning of Burberry Blue Label.
Burberrys of London vs. Burberry: A Subtle Distinction
While often used interchangeably, there is a subtle distinction between "Burberrys of London" and "Burberry." The "Burberrys of London" label was predominantly used in the earlier years of the brand, often appearing on vintage pieces. The shift to simply "Burberry" reflects a streamlining of the brand identity and a broader global appeal. However, both labels signify authenticity, albeit reflecting different eras in the brand's history. The presence of either label, along with other authentication markers, is crucial in verifying the genuineness of a Burberry garment.
Burberry Blue Label: A Japanese Phenomenon
Launched in 1996, Burberry Blue Label was a strategic move by Burberry to tap into the lucrative Japanese market. This wasn't simply a rebranding of existing designs; it was a completely separate line conceived and designed specifically for young Japanese women. The line's aesthetic differed significantly from the classic Burberry London line, offering a more youthful, contemporary, and trend-conscious approach. While retaining some elements of Burberry's signature style, such as the iconic check pattern, Blue Label incorporated bolder colours, modern silhouettes, and a greater emphasis on current fashion trends. This tailored approach showcases Burberry's understanding of market segmentation and its ability to adapt its brand identity to resonate with specific demographics.
Sanyo Shokai Ltd. and the Licensing Agreement:
Crucially, Burberry Blue Label was not directly produced and distributed by Burberry itself. Instead, Burberry licensed the Blue Label line to Sanyo Shokai Ltd., a major Japanese fashion company. This licensing agreement explains why Blue Label was primarily available in Japan and why its designs were so distinctly tailored to the Japanese market. This licensing arrangement ended in 2015, marking the end of an era for this unique Burberry line. This explains the rarity and desirability of vintage Blue Label pieces today. The termination of the license also contributed to the challenges in verifying the authenticity of Blue Label items, as the licensing structure added another layer of complexity to the authentication process.
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