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Burberry to unify Prorsum, London and Brit brands under single label

Burberry is to unify its Prorsum, London and Brit collections under a new single �Burberry� label.

GENERAL MERCHANDISE

Burberry to unify Prorsum, London and Brit brands under single label

The transition will be phased over the course of next year to enable the collections to become one fully unified label by the end of 2016.

The luxury fashion brand said the new label will simplify the presentation of its full product range and emphasise its British design heritage.

Burberry chief creative and chief executive officer Christopher Bailey said: “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 our three lines under one label we can also offer a much more consistent experience of Burberry’s collections.”

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