Riposizionamento

Abercrombie had become one of the most recognisable brands of its generation. At a certain point, that very recognisability had begun to limit its future. Its revival shows what it really means to reposition a company.

Burberry has had to recover its identity twice: first from the overexposure of its codes, then from a strategy that had taken the brand away from the categories in which it held the most authority. The case shows how product, price and image must remain legible together.