At a press conference on Tuesday in London, Christopher Bailey, Burberry's chief creative and chief executive officer, announced that by the end of 2016, all of the company's diffusion lines — that's Burberry Prorsum, Burberry London and Burberry Brit — will be consolidated under one label: Burberry. Currently, the British brand uses the labels differentiate its runway collection (Prorsum) from its workwear (London) and more casual weekend-wear (Brit).
"The behavior 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 behavior more intuitively," said Bailey. "By unifying our three lines under one label we can also offer a much more consistent experience of Burberry's collections."
While having multiple diffusion lines was once the norm for a major fashion house, that is becoming less and less the case. This year alone, Marc by Marc Jacobs folded into the main Marc Jacobs line, Kate Spade Saturday became simply Kate Spade, Victoria Beckham Denim became part of Victoria Victoria Beckham and DKNY said goodbye to Donna Karan. (Versus Versace, meanwhile, refuses to be called a diffusion line.) And while this type of decision may come off as a red flag — Burberry has invested a lot into developing each of its brands, particularly Brit, with standalone stores — it could give Burberry some more flexibility in design and pricing.
In conjunction with the consolidation announcement, Burberry also said that it is investing £50 million to open a new trench coat manufacturing and weaving facility in Yorkshire, set to open in 2019.