Burberry

   A shop founded in England in 1856 by Thomas Burberry. Initially identified with upscale waterproof fashion, the name Burberry is most easily identified with its signature black, red, white, and camel plaid fabric, which it registered in 1924. In 1998, American Rose Marie Bravo was appointed Burberry's chief executive. Bravo previously was the president of U.S. retailer Saks Fifth Avenue. Bravo revamped Burberry, expanding it from its predictable raincoat roots through an innovative transition based on its tradition. The relocation of the famous Burberry plaid from the inside of the garment to the outside created worldwide recognition and thus consumers sought out everything from baby buggies and handbags to bikinis in the famous Burberry plaid. Womenswear and accessories became a new focus and Bravo recruited Roberto Menichetti as design director. In 2001, after three years at Burberry, British designer Christopher Bailey, who had previously been senior Womenswear designer at Gucci since 1996, succeeded Menichetti. Bailey was charged with reinforcing the company's British heritage. Its twenty-first-century collections build on the company's brand identity while constantly searching for fashion edginess.

   See also Retailer.