By Sarah Vizard

The move will see Burberry get rid of its Prorsum, London and Brit lines. The transition will be phased over the course of next year, with Burberry expecting to have one fully unified label by the end of 2016.

The change is aimed at simplifying the presentation of Burberry’s full product range to give luxury shoppers a more consistent experience.

Burberry CEO Christopher Bailey says: “The behaviour of the luxury customer is evolving, their style is more fluid and this is reflected in the way they shop. The changes we are making allow us to serve this new behaviour more intuitively.

“By unifying Read full story ›

Source: Marketing Week