burberry flora
intimates & loungewear miranda thompson
contents cover & contents......... 1-3 burberry heritage........ 4-5 burberry today............. 6-7 christopher bailey........ 8-9 competitive analysis.... 10-11 trend research & analysis..... 12-13 opportunity statement......14-15 the girl............................ 16-17 concept........................... 18-21 burberry biome............. 22-23 color story...................... 24-25 materials........................ 26-27 line offering................... 28-31 line sheets...................... 32-45 thank you...................... 46-47
burberry heritage Burberry is a luxury fashion house founded in 1856 by dressmaker Thomas Burberry. By 1880, the brand had established itself as one specializing in outerwear by inventing gabardine, offering England a comfortable yet waterproof fabric for riding, shooting, and other rainy outdoor activities. In 1914, Burberry was commissioned by the War Office to adapt its officer’s coat to suit the conditions of warfare, resulting in the “trench coat”. Following the war, the trench coat became popular with the general public and went from functional, to fashionable. However, it wasn’t until the late 1990’s that Burberry began to grow and establish itself as a Luxury Brand.
burberry today Today, Burberry remains a label deeply rooted in classic English tradition and provides customers with fashion forward, luxurious products in Men’s, Women’s and Childrenswear as well as in beauty and fragrance. By blending classic, streamlined elegance with modern style Burberry’s work is easily distinguished among its market. Today, Burberry has grown to become one of the most influential, and well respected houses in fashion.
christopher bailey Although the Burberry brand has seen prosperity since it’s beginning, the introduction of now Chief Creative Officer, Christopher Bailey, brought a breathe of much- needed fresh air to the brand. Bailey is credited with taking the brand from merely another fashion house to an iconic one. After graduating with his Master’s Degree from the Royal College of Art, Bailey worked as Womenswear Designer for Donna Karan, and under Tom Ford at Gucci before taking on the role as Creative Director at Burberry in 2001. Today, Bailey holds an even higher role, as Chief Creative Officer and has been recently named Chief Executive Officer of the brand, beginning Summer 2014. Bailey’s designs have managed to balance Burberry’s revered heritage with a hip and contemporary aesthetic. In his nearly fourteen years at Burberry, Christopher Bailey has propelled a 150- year old brand forward and made it new again.
competitive analysis The luxury lingerie market is a rapidly growing sector on the forefront of luxury fashion. A report from Mintell states that “The bra market is set to grow to a forecast $11.5bn, with panties growing around $4.5bn” in the next year alone. Currently, brands like La Perla, Stella McCartney, and Agent Provocateur dominate the high street intimates market. The success and growth of these brands in recent years is indicative of what Burberry’s counterpart could do with its initiation into this market. The introduction of Burberry Flora would present newness to both the brand and the market by bringing with it, Burberry’s classic English sensibility and fresh aesthetics as well as a new, more natural outlook on intimates.
trend research & analysis: kindred The Megatrend Kindred predicts a meeting in the middle of man and nature. In a society that has become less in tune with earth, people are now seeking a balance between the natural world and the technological one. By revisiting our natural roots and finding a happy medium, Kindred allows citizens of the world to restore a sense of balance and enlightenment within themselves and among their surroundings.
trend research & analysis In recent years, a new generation of woman has emerged. With social catalysts in the pop culture and media world, the desire for sexual equality is more present than ever. Women are encouraged to embrace, rather than suppress their own sensuality. In addition to this, the introduction of campaigns by Aerie, American Apparel and Dove alike are encouraging women to break from traditional ideals of sexy and relish in their natural state of being.
opportunity statement Burberry Flora is a lounge & lingerie line under the Burberry brand. Aiming to provide quality crafted and sustainable luxury, Burberry Flora is natural to the core and nurtures the wearers love of herself. All pieces are lovingly made in the UK.
the flora girl The Flora girl is many things: intelligent, beautiful, sophisticated, confident, driven, expressive and intuitive. She knows who she is and where she wants to be. She is conscious of the people and places she is surrounded by and thrives on human companionship and the relationships she develops with the people in her life. Always thinking, always dreaming, and always seeking out connection whether- it is to her peers, her environment, or herself, she is timeless and trendy simultaneously-- a true modern woman.
meet emma Emma is a 31 year- old freelance writer living in London. Having grown up in Surrey, she has spent all her life influenced by the culture and beauty of London. Today Emma lives in her Notting Hill flat with her boyfriend, and English shepherd, Carnaby. While she isn’t writing, Emma spends her time reading in the park, shopping the high street, attending gallery shows, planning weekend getaways to Brighton, and meeting up with friends.
concept explanation Using rainfall of the English climate and natures best work as inspiration, this line will exude fresh, natural allure and an undeniable sexiness. Color, tone and texture will maintain a subdued and beautifully simple nature-- much like the mother brand. The preservation of its strong British heritage will also remain fundamental with all products sustainably made in the UK.
burberry biome The Burberry Biome will serve as an experimental, sustainable showroom housing the Burberry Flora Collection. The biome’s aim is to provide visitors with a complete flora experience. Tapping in to sight, smell, sound, and feel the showroom will bring the outside indoors and showcase a vibrant combination of the two. Visitors will smell the fresh aroma of burberry fragrances, feel the soft materials of the garments and rugged textures of the interiors, and hear the sounds of burberry acoustic.
color story Burberry Flora can emanate the freshness of morning dew, the allure of an afternoon rainfall, the budding of the first spring flowers, or even the quiet of the midnight sky. By using tones derivative of these origins, the collection can go beyond visual affection, and attend to the senses of the wearer.
midnight black
tree green
moss green
petal plum
overcast blue
fog blue
dusted rose
dew
misty grey
off white
materials The materials used in the garments produced for Burberry Flora will be primarily composed of organically produced silk. Traditionally, silk is produced using the cocoons of silk worms, which are harvested before they complete their lifecycle. An estimated 1,500 silk worms are killed to create just one metre of fabric. Often referred to as “Peace silk� this new method allows for the completion of a silk worms lifecycle, making a more sustainable future for silk production. The silk is then hand woven by producers and colored using natural dyes. Which have become increasingly more sophisticated in recent years. Dyes are derived from things such as turmeric, pomegranate, onion and more.
silk chiffon
silk charmeuse
silk lace
satin face silk organza crinkled silk chiffon
silk organza
Cara Tulip Bra Style Number: #379293 36 SKU’s Materials: Fabric 1: 100% Silk, Cups: 100% Polyamide Colorways: Dew, Misty Grey, petal plum Sizes: 32A/32B/ 32C/ 32D/ 34A/ 34B/34C/34D/ 36A/ 36B/ 36C/ 36D Price: $195 Dahlia Briefs Style Number: #538958 6 SKU’s Materials: 95% Silk, 5% Elastane Colorways: Dusted Rose, Fog Blue Sizes: S/M/L
Edie Orchid Bra Style Number: #379859 48 SKU’s Materials: Fabric 1: 100% Silk, Cups: 100% Polyamide Colorways: Petal Plum, Dew, Midnight Black, Tree Green Sizes: 32A/32B/ 32C/ 32D/ 34A/ 34B/34C/34D/ 36A/ 36B/ 36C/ 36D Price: $175 Rosie Thong Style Number: #538958 6 SKU’s Materials: 95% Silk, 5% Elastane Colorways: Petal Plum, Log Blue, Dew, Midnight Black Sizes: S/M/L Iris Caftan Style Number: #879084 3 SKU’s Materials: 100% Silk Colorways: Misty Grey Sizes: S/M/L Price: $1,000
Laurel Night Cover Style Number: #379293 36 SKU’s Materials: Fabric 1: 100% Silk Colorways: Fog Blue Sizes: 32A/32B/ 32C/ 32D/ 34A/ 34B/34C/34D/ 36A/ 36B/ 36C/ 36D Price: $1,000 Charlotte Orchid Bra Style Number: #345693 12 SKU’s Materials: Fabric 1: 100% Silk, Cups: 100% Polyamide Colorways: Fog Blue Sizes: 32A/32B/ 32C/ 32D/ 34A/ 34B/34C/34D/ 36A/ 36B/ 36C/ 36D Price: $195 Blossom Briefs Style Number: #798230 3 SKU’s Materials: 95% Silk, 5% Elastane Colorways: Overcast Blue Sizes: S/M/L Price: $110
Primrose Bra Style Number: #345693 48 SKU’s Materials: 87% Silk, 13% elastane. Cups: 100% Polyamide Colorways: Fog Blue, Midnight Black, White, Petal Plum Sizes: 32A/32B/ 32C/ 32D/ 34A/ 34B/34C/34D/ 36A/ 36B/ 36C/ 36D Price: $195 Poppy Briefs Style Number: #869859t 9 SKU’s Materials: 95% Silk, 5% Elastane Colorways: Fog Blue, Midnight Black, White Sizes: S/M/L Price: $110
Chrysanthemum Cropped Chemise Style Number: #256479 6 SKU’s Materials: 100% Silk Colorways: Tree Green, White Sizes: S/M/L Price: $175
Posey Briefs Style Number: #937802 3 SKU’s Materials: 95% Silk, 5% Elastane Colorways: Moss Green Sizes: S/M/L Price: $75
Sweet Pea Knit Cover Style Number: #256479 3 SKU’s Materials: 100% Silk Colorways: Dew Sizes: S/M/L Price: $900
Ella Rose Cropped Chemise Style Number: #578478 3 SKU’s Materials: 100% Silk Colorways: Dew, Fog Blue Sizes: S/M/L Price: $175
Aster Night Shorts Style Number: #936798 6 SKU’s Materials: 95% Silk, 5% Elastane Colorways: Dew, Fog Blue Sizes: S/M/L Price: $125
Charlie Garden Bandeau Style Number: #578778 48 SKU’s Materials: 100% Silk Colorways: Dusted Rose, White, Tree Green, Dew Sizes: 32A/32B/ 32C/ 32D/ 34A/ 34B/34C/34D/ 36A/ 36B/ 36C/ 36D Price: $150 Rosie Briefs Style Number: #936888 42 SKU’s Materials: 95% Silk, 5% Elastane Colorways: Dusted Rose, Petal Plum, Fog Blue, White, Midnight Black, Tree Green, Off White Sizes: S/M/L Price: $75
Lily Knit Caftan Style Number: #879084 3 SKU’s Materials: 55% Silk, 45% wool Colorways: off white Sizes: S/M/L Price: $1,200 Posey Briefs Style Number: #879069 3 SKU’s Materials: 95% Silk, 5% Elastane Colorways: Tree Green Sizes: S/M/L Price: $75
Freesia May Chemise Style Number: #879070 3 SKU’s Materials: 100% Silk Colorways: Dew Sizes: S/M/L Price: $225 Gardenia Ruffle Briefs Style Number: #889097 12 SKU’s Materials: 95% Silk, 5% Elastane Colorways: White, Moss Green Sizes: S/M/L Price: $85
Lavender Lounge Knit Style Number: #879548 3 SKU’s Materials: 55% Silk, 45% wool Colorways: Fog Blue Sizes: S/M/L Price: $895 Rosie Briefs Style Number: #935241 42 SKU’s Materials: 95% Silk, 5% Elastane Colorways: Dusted Rose, Petal Plum, Fog Blue, White, Midnight Black, Tree Green, Off White Sizes: S/M/L Price: $75
Pansy Petal Cropped Chemise Style Number: #680493 6 SKU’s Materials: 100% Silk Colorways: Petal Plum, Fog Blue Sizes: S/M/L Price: $165 Carnation Briefs Style Number: #794390 3 SKU’s Materials: 95% Silk, 5% Elastane Colorways: Petal Plum Sizes: S/M/L Price: $75
Suki Blossom Chemise Bra Style Number: #945830 12 SKU’s Materials: 100% Silk, Cups: 100% Polyamide Colorways: Tree Green Sizes: 32A/32B/ 32C/ 32D/ 34A/ 34B/34C/34D/ 36A/ 36B/ 36C/ 36D Price: $280 Gardenia Ruffle Briefs Style Number: #483032 12 SKU’s Materials: 95% Silk, 5% Elastane Colorways: Moss Green, White Sizes: S/M/L Price: $85
BlueBell Chemise Bra Style Number: #978469 24 SKU’s Materials: 100% Silk, Cups: 100% Polyamide Colorways: Fog Blue, Midnight Black Sizes: 32A/32B/ 32C/ 32D/ 34A/ 34B/34C/34D/ 36A/ 36B/ 36C/ 36D Price: $250 Rosie Briefs Style Number: #354673 42 SKU’s Materials: 95% Silk, 5% Elastane Colorways: Dusted Rose, Petal Plum, Fog Blue, White, Midnight Black, Tree Green, Off White Sizes: S/M/L Price: $75
thank you.