Burberry in! Prorsum, London and Brit out!

Burberry in! Prorsum, London and Brit out!

Brit brand going back to basics

Text: Chloe Allan

Image: Getty Images

British fashion brands start a merge trend in order to make their labels stronger for 2016...

In an oversaturated market, Burberry are going back to basics next year by merging three lines into one. The shock announcement made by Burberry Group PLC confirmed that by the end of 2016 the British brand will no longer produce Prorsum, London and Brit but will consolidate all three into one brand: Burberry.

Christopher Bailey, Burberry's Chief Executive Officer confirmed the move saying: 'The new brand, known simply as Burberry, emphasises the company's British roots and underscores that all products are designed and developed in London. We believe this will make it simpler and more intuitive for our customer, this is certainly not cosmetic. It is a huge change." Bailey also announced plans to build a new manufacturing and weaving facility in Leeds, England which will produce Burberry's cult trenchcoats and will employ more than a thousand people. 

Another British brand blending verticals is Victoria Beckham, who announced the merging of her denim collection with her lower-priced Victoria collection. The result? The newly launced Victoria, Victoria Beckham pre-SS16 collection, which is now available on