Few brands are as instantly recognizable as British luxury brand Burberry, with its iconic check pattern and trench coats synonymous with classic British style. For many years, a significant part of Burberry's high-end offering was presented under the "Prorsum" label, a collection readily available at prestigious retailers like Nordstrom. This article delves into the history of Burberry Prorsum, exploring its meaning, examining its popular products like boots, analyzing the reasons behind its discontinuation, and reminiscing about its collections and the impact it had on the fashion world, particularly its presence at Nordstrom.
Prorsum Burberry Meaning:
The word "Prorsum" is Latin for "forward," a fitting name for a line that consistently pushed the boundaries of luxury fashion while remaining true to Burberry's heritage. It represented the brand's forward-thinking approach to design, innovation, and the evolution of its classic aesthetic. While Burberry's main line maintained a traditional elegance, Prorsum served as a platform for more experimental and runway-ready designs. This distinction allowed Burberry to cater to a broader spectrum of consumers, from those seeking timeless classics to those embracing contemporary trends within the luxury market. The Prorsum label signified a commitment to modernizing the brand while honoring its rich history, a delicate balance that contributed significantly to its success. It wasn't simply a higher price point; it was a statement of intention – a move forward in design and expression.
Burberry Prorsum Boots:
A significant component of the Burberry Prorsum offering was its impressive range of boots. These weren't just functional footwear; they were carefully crafted luxury items, reflecting the collection's overall commitment to quality and detail. The boots often featured premium materials like leather, suede, and sometimes even exotic skins, showcasing impeccable craftsmanship. Styles ranged from classic riding boots, perfectly embodying the equestrian heritage associated with Burberry, to more contemporary designs incorporating modern silhouettes and innovative materials. Many featured the iconic check pattern subtly integrated into the design, or incorporated unique hardware and detailing that elevated them beyond simple footwear into statement pieces. The boots' presence at Nordstrom attracted a clientele seeking both practicality and luxury, aligning perfectly with the department store's target demographic. The availability of these boots at Nordstrom ensured that the Prorsum brand reached a wider audience, solidifying its position as a desirable luxury choice.
Why Did Burberry Drop Prorsum?
In 2015, Burberry made the significant decision to discontinue the Prorsum label, merging its distinct lines under a single brand identity. This strategic move was part of a broader rebranding effort orchestrated by CEO Christopher Bailey. While the decision initially surprised many, it was driven by a desire to streamline the brand's image and create a more cohesive and accessible luxury experience. The multiple labels, including Prorsum, London, and Brit, were perceived as potentially confusing for consumers and diluting the overall brand message. By consolidating under a single brand, Burberry aimed to create a stronger, more unified identity in the increasingly competitive luxury market. This simplification also allowed for greater efficiency in design, production, and marketing, ultimately benefiting the bottom line. While the Prorsum label represented a significant chapter in Burberry's history, its discontinuation was seen as a necessary step towards a more streamlined and modern brand strategy.
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