Whitepig

20th century

In 1901, the Burberry Equestrian Knight Logo was developed containing the Latin word "Prorsum", meaning forwards, and registered as a trademark.In 1911 they became the outfitters for Roald Amundsen, the first man to reach the South Pole, and Ernest Shackleton, who led a 1914 expedition to cross Antarctica. A Burberry gabardine jacket was worn by George Mallory on his ill-fated attempt on Mount Everest in 1924.

In 1914 Burberry was commissioned by the War Office to adapt its officer's coat to suit the conditions of contemporary warfare, resulting in the "trench coat". After the war, the trench coat became popular with civilians. The iconic Burberry check was created in the 1920s and used as a lining in its trench coats.

Burberry also specially designed aviation garments. A. E. Clouston and Mrs Betsy Kirby Green made the fastest flying time to Cape Town from London in 1937 and were sponsored by Burberry.

Recent history

Burberry was an independent company until 1955, when it was taken over by Great Universal Stores (GUS). Burberry Group plc was initially floated on the London Stock Exchange in July 2002. GUS divested its remaining interest in Burberry in December 2005.

In 2006 Rose Marie Bravo, who as Chief Executive had led Burberry to mass market success, retired.She was replaced by current CEO Angela Ahrendts.

Burberry first began selling online in the US, followed by the UK in October 2006, and the rest of the EU in 2007.

UK image and revitalisation

During the 1970s, the brand became popular with the British casual cult, leading to its being associated with members of football firms by the 1990s and chavs the following decade.Such a shift in a brand's clientele exemplifies prole drift.

Burberry has attempted to rebrand itself with advertisements in GQ, Esquire, Vogue, Tatler and Harper's Bazaar, and is well-known for using British celebrities in its advertising, including models Kate Moss, Agyness Deyn, Jourdan Dunn and Lily Donaldson, singer George Craig, actress Emma Watson, who was named the face of Burberry's 2009 Fall/Winter campaign and the cover model for the 2010 Spring/Summer campaign, and Rosie Huntington-Whiteley, who was unveiled as the face of Burberry's newest fragrance, Burberry Body, in July 2011.