The name Burberry Prorsum, once synonymous with luxury and British heritage, evokes a sense of nostalgia for many fashion aficionados. The line, a cornerstone of the Burberry brand for decades, was seemingly absorbed into the main Burberry line in 2015, leaving many to wonder about its fate and the reasons behind its discontinuation. While the Prorsum label disappeared from the runway and retail shelves, its legacy continues to resonate, prompting speculation and a deeper examination of its impact on the Burberry brand and the broader fashion landscape. This article delves into the history of Burberry Prorsum, explores the reasons behind its discontinuation, analyzes its lasting influence, and considers the potential for its future, addressing the questions surrounding its disappearance and the ongoing evolution of the Burberry brand.
Burberry Discontinued: The Prorsum Chapter
The decision to discontinue Burberry Prorsum in 2015 was a significant strategic move by the brand. It wasn't a sudden demise but rather a carefully considered restructuring, marking a shift in Burberry's overall branding and creative direction under the leadership of Christopher Bailey, and later, Riccardo Tisci. The move signaled a desire for a more unified and streamlined brand identity, eliminating the perceived distinction between the main Burberry line and its more exclusive Prorsum collection. This decision, while controversial for some loyalists, aimed to simplify the brand's messaging and target a broader audience. The integration of Prorsum's elements into the main line reflected a strategy to make the luxury aspects of the Prorsum collection more accessible to a wider consumer base, rather than maintaining a clear separation between high-end and ready-to-wear offerings.
This streamlining, however, was not without its critics. Many argued that the discontinuation of Prorsum marked the loss of a distinct identity, a unique voice within the Burberry brand. The Prorsum line, with its higher price point and more avant-garde designs, catered to a specific clientele who appreciated its sophisticated aesthetic and craftsmanship. The removal of this line raised concerns about the dilution of Burberry's luxury image and the potential loss of its most discerning customers. This concern is directly linked to the question: Why did Burberry drop Prorsum? The answer, in essence, lies in the pursuit of a more cohesive and commercially viable brand identity, a strategy that aimed to broaden appeal while maintaining a luxury position. The complex dynamics of the luxury market, the need to optimize profitability, and the desire to project a consistent brand image across all price points ultimately drove this decision.
Burberry Prorsum Review: A Look Back at the Legacy
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