In 2005, Burberry underwent some drastic changes that meant that they were effectively banning some people from wearing their goods. Social groups such as chavs and football hooligan to name a few, started wearing knock off versions of the Burberry check that had become increasingly available on market stalls and from cheap manufacture. This had a huge effect on the way Burberry as a company advertised as any association with the check was becoming froned upon and intimidating. It got to the point were people seen wearing this particular check were banned from clubs and not allowed in to social events because of the subconscious label that was now thought of with this style of check.
Thus caused a huge stereotype to be created nationally for the brand. This was a lot of negative feedback that did knock the company.
Burberry have been locking down on the knock off versions and cheaper manufactured good that resemble their copyrighted check. This is to ensure that their true customers dont get attacked by the negative feedback reaching the brand. The new advertising campaigns have petty much eradicated this threat.
Sorry about the weird italics. My phone had a mind of its own!!
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