BURBERRY PLAID New CEO took company out of checkmate

Its beauty is a rich brand history and appeal to all customer demographics.
SCRIPPS HOWARD
In 1775 Paul Revere galloped through the Boston countryside shouting, "The British are coming, the British are coming."
It took them more than 200 years, but the British have landed in full force wearing the traditional Burberry signature plaid of tan, black and red, known as Novacheck. The design has once again become the latest must-have for the fashion conscious.
"It is hot, red hot, blazing like the sun and beyond," says Michael Macko, a director of publicity for Saks Fifth Avenue. Saks has a variety of Burberry clothing and accessories in both the men's and women 's departments. "The beauty of Burberry is the rich brand history and the appeal to all customer demographics," Macko said.
Update needed
The 145-year-old company was in a checkmate with its Novacheck plaid and needed an updating to bring the famous design to the forefront of fashion. They got just what they wanted when they hired Rose Marie Bravo as CEO in 1997.
Bravo brought the company known for its heritage, history and craftsmanship up to hip. Now it is worn not only by royals and aristocrats for sporting events but by celebrities, rappers and everyone in between for every type of event. The brand is even named in a rap song by Foxy Brown.
"The older customer grew up with the scarf and trench coat and now we have the flip side with their children and the other hip people who see it as a status symbol that is cool and in," Macko says. "The company has maintained its core customers, and the designs for the new customers have been met with a tremendous response."
Men can wear a Burberry (the apostrophe s was dropped in 1999) tuxedo shirt, bow tie and cummerbund with socks to match to a formal event; swim trunks, visor and sandals to the beach; pants and T-shirt for sportswear; or sweater and long sleeve shirts in the fall.
Women have the choice of hats, jackets, watches, pants, bathing suits, pareos, clogs, shoes from jellies and flats to heels, skirts and dresses and even underwear. The check pattern is used as a trim on elbows and down seams as well as being shown full blown.
You can dress your dog to match your outfits and children have also gotten into the act with clothes, strollers and diaper bags. The check has even been buttoned onto facemasks during the recent SARS outbreak in Asia.
The trench coat with the Novacheck lining has been a staple since 1920 but modern styling has taken its place with new designs and product ranges since 1997. Bravo even added pastels and bright colors to the original palette.
First show
In February 1999 the company had its first catwalk show during London fashion week and was honored as British Classic Design Collection of the year. The fragrance Touch was introduced in 2000, and in 2000-2001 the company was honored again by the British Fashion Council in both classic and contemporary design categories.
"It is impossible to keep the mini skirts in the store and last season's lace trimmed version flew out," Macko says. "The line appeals to both men and women customers and the smart thing the company has done is to grow the line to include everyone including children and the great accessories.
"The traditional plaid has grown past the traditional designs as the trench coat turned into a halter dress. They have picked up other elements of their heritage," Macko says.
In 2001-2002 Burberry opened stores in fashion capitals around the world including Beverly Hills, Barcelona, Dusseldorf, Berlin, Soho with Milan on the way.
The design is so popular that copycats are popping up all over.
Go to the Burberry Web site at www.burberry.com to see what 's new in this innovative line.