Of Burberry and Beckhams
» Fashion
An interesting article on the venerable house of Burberry’s attempt to bring the brand to America. And the consequences back home of becoming adopting by the “lower” classes. - Never occurred to me that “Mr. Metrosexual,” David Beckham might be a chav. His wife, sure.
Amid the growth, however, Burberry has faced a crisis on its home turf. For some reason, a few years ago, a group of undesirable customers—known in the United Kingdom as “chavs”—latched onto Burberry as their favored brand. Who, or perhaps what, are chavs? The FT describes them as “members of a sub-culture prone to drinking and anti-social behaviour.” … They’re tough guys, skanks, soccer hooligans, lower-class unsophisticates, and cheesy celebrities. The king and queen of the chavs are soccer star David Beckham and his wife, not-so-Posh Spice, Victoria Beckham. Chavs, who are defined by class, not race, listen to hip-hop music, wear lots of jewelry, hang out in fast-food joints, and drink in public.
Can Burberry save itself from the tacky British yobs who love it?