Over the last year and a half, Burberry has been developing “Forward”, its plan to revitalize brand desire, improve performance and drive long-term value creation. The strategy has involved the range of products, and proof of this is the foray that the British firm makes into the sports field with the launch of Burberry Activewear.
It is, as the brand has explained through social networks, a lifestyle collection rooted in Burberry’s heritage in clothing for outdoor activities and sports. It is inspired by the brand’s founder Thomas Burberry’s well-known passion for nature and the brand’s experience creating clothing for explorers and athletes.
With Activewear the brand seeks to transcend its emblematic trench coats and scarves, and is committed to the trend of athleisurea style that fuses sportswear with casual clothing. The intention is to connect with today’s consumer by capitalizing on the importance they give to sports, well-being and style.
The collection, as Burberry explains, includes everything from sports basics to light layers. Thus, it consists of sports t-shirts, sweatpants and leggings or hooded jackets and vests. It ensures that the garments have been designed for movement, and made with soft, light materials to provide effortless comfort throughout the day.
All this in a palette of classic Burberry colors, such as black, white, beige or soft pink, but also electric blue. Each piece includes Burberry’s recognizable check pattern (Burberry Check), as well as the iconic Knight Equestrian (Knight) in a reflective version.
To communicate the arrival of the new collection to its catalog, Burberry has collaborated with influencers and content creators linked to the field of sports and well-being, as well as with professional and semi-professional athletes. The idea behind the content is to demonstrate the way in which the garments facilitate movement to accompany sports practice.
Burberry’s commitment to sports reflects the way in which luxury or high-end fashion brands are exploring new segments to connect with the audience and expand their consumer base. At the beginning of this year, Balenciaga announced a new collaboration with the NBA that materialized in a capsule collection that transfers the aesthetic codes of professional basketball to the territory of luxury fashion.
Other brands in the sector have strengthened their links with sports in recent years. Women’secret has expanded its catalog with sports style underwear; while Oysho promoted a strategic evolution of its positioning that now places it in the sports field and in direct competition with positioned brands such as Lululemon or Born Living Yoga.
