The iconic Burberry check. The trench coat. These instantly recognizable hallmarks of the British luxury brand have a rich and fascinating history, one deeply intertwined with its advertising campaigns. Delving into the fashion advertising section of The Richard Roberts Archive in Stockport, Greater Manchester, offers a unique opportunity to explore the evolution of Burberry’s visual language from 1916 to 1958, revealing a captivating narrative of changing styles, societal shifts, and the enduring power of a well-crafted brand image. This "safari" through vintage Burberry ads unveils not just advertisements, but a window into the commercial history of Burberry itself and the broader context of early 20th-century advertising.
Early Burberry Ads: Establishing Heritage (1916-1920s)
The earliest Burberry advertisements within this timeframe reflect a different era of advertising altogether. Unlike the glossy, heavily stylized campaigns of later decades, these early ads possess a certain understated elegance. The focus is primarily on the practicality and quality of the garments, particularly the Burberry trench coat, already establishing itself as a garment of distinction. Instead of flamboyant imagery, these ads often feature simple line drawings or photographs of individuals, frequently men, wearing Burberry outerwear in outdoor settings. This reflects the brand's early positioning as a purveyor of high-quality, functional clothing designed for the rigors of outdoor life. The copy emphasizes durability, weather resistance, and the superior craftsmanship of the garments. The Burberry name, often prominently displayed, is beginning to solidify its position as a mark of quality and reliability. These ads laid the groundwork for the brand's future success by establishing a strong association between Burberry and practicality, resilience, and a certain level of understated sophistication. The archive likely contains examples showcasing the evolving use of typography and layout, reflecting the design aesthetics of the period. The shift from simple text-heavy layouts to incorporating more illustrative elements could be a key area of analysis within the archive's collection.
The Interwar Years and the Rise of the Trench Coat (1920s-1930s):
The 1920s and 1930s witnessed a significant shift in Burberry's advertising strategy. While practicality remained a key selling point, the ads began to incorporate more aspirational elements. The imagery became more refined, often featuring stylish individuals in elegant settings. The trench coat, already a popular garment among explorers and military personnel, began to be presented as a stylish and sophisticated item suitable for a wider audience. The archive materials likely reveal how Burberry leveraged the coat's association with adventure and exploration, subtly linking the brand to a sense of daring and prestige. This era might showcase a growing use of photography, moving away from the simpler illustrations of the previous decade. The careful composition of these photographs, the choice of models, and the settings depicted would all contribute to the evolving brand image. The copy in these ads likely emphasizes both the functional aspects of the garments and their growing status as fashionable attire. This period marks a crucial transition for Burberry, transitioning from a primarily utilitarian brand to one that encompasses both practicality and style.
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