The iconic Burberry emblem, a testament to 122 years of history, features a striking image: a valiant knight astride a horse, mid-gallop, proudly bearing a banner inscribed with the Latin word "Prorsum." This single word, meaning "forwards," encapsulates the brand's relentless drive, its ambition, and its forward-looking approach to design and innovation. But the "Prorsum" label, once synonymous with Burberry's highest-end collections, is now a relic of the past. This article delves into the meaning of "Prorsum," explores the reasons behind Burberry's decision to drop the label, and examines the broader context of the brand's streamlining and rebranding efforts.
The Significance of "Prorsum": A Legacy of Progress
The choice of "Prorsum" wasn't arbitrary. It represents more than just a direction; it embodies the spirit of the brand. From its humble beginnings as a provider of practical, weatherproof outerwear for British officers, Burberry has consistently strived to push boundaries, innovate in fabric technology, and redefine luxury fashion. The galloping knight, a symbol of movement and progress, perfectly mirrors this ethos. The "Prorsum" label, therefore, wasn't merely a label; it was a statement of intent, a promise of continuous evolution and advancement. It signified the pinnacle of Burberry's craftsmanship, its commitment to quality, and its dedication to creating exquisitely designed, high-end garments. For decades, the Burberry Prorsum collection represented the apex of the brand's offerings, showcasing the most innovative designs, the finest materials, and the most exquisite tailoring.
Why Did Burberry Drop Prorsum? A Strategic Rebranding
The decision to drop the "Prorsum" label in 2015 was a significant strategic move by Burberry, signaling a shift in the brand's overall identity and marketing strategy. While the reasons are multifaceted, they can be broadly categorized as follows:
* Streamlining the Brand Identity: Burberry's diverse range of product lines, including Prorsum, London, Brit, and others, created a confusing and diluted brand image. The multiple labels often competed with each other, hindering the brand's ability to establish a clear and consistent message. By eliminating the various labels, Burberry aimed to create a unified and more easily recognizable brand identity. This simplification allowed for a more focused marketing campaign and a clearer articulation of the brand's overall values and aesthetic.
* Modernizing the Brand Image: The "Prorsum" label, while historically significant, had become somewhat dated in the eyes of many younger consumers. The decision to drop it was part of a broader effort to modernize the brand's image, making it more relevant to a younger, more digitally savvy audience. This involved a re-evaluation of the brand's aesthetic, its marketing strategies, and its overall approach to design.
* Improving Brand Coherence: The existence of multiple labels led to inconsistencies in pricing, distribution, and overall brand messaging. The decision to eliminate the labels aimed to create a more cohesive and unified brand experience across all product lines. This simplification allowed for a more consistent pricing strategy, a more targeted approach to marketing, and a more streamlined supply chain.
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