1997 due to changes in management, the current CEO Rose Marie Bravo to join, Burberry direction had changed, as has always been mainly provided by the royal family and the older celebrity clothing for various levels of customers, to further expand the guest network. 2001, Burberry Creative Director Christopher Bailey in under the leadership of senior men and women launched the Prorsum series, not only inject new end element of the classic trench coat and plaid pattern, fashion is also a brand new image of a wash in the past ancient image. In addition, when it was Burberry Check adding a new color – black, red plaid, and recruited supermodel Kate Moss and Stella Tennant wore Burberry Check bikini photo-shoot, but also the brand was in the revival of the low tide Burberry, make sales doubled, and become a hundred years the highest annual sales. And in 2003, Burberry was launched by founder ThomasBurberry named the new series, to provide more timely younger lightweight clothing, and further promote the brand to younger tastes owners. BLACK LABEL expensive.
Burberry loved by Asians, but more the rush of the Japanese. Burberry view of the Japanese market appeal and hot, especially in a cooperative manner franchise so that Japan produced by the local design, colors more vivid than the younger and cheaper than Burberry blue label. Its products also only to Japan as the only sales region, nor even as the British headquarters may be located in two series of branded retail service. Burberry London is different steady, solid, Burberry Blue Label impression is light and simple, so many young girls also love the Blue Label products.
July 2016, Burberry announced Mark – Gebei Di Chief Creative Officer CEO.
August 1, 2016, Burberry announced 54 million pounds acquisition of Chinese agents in the hands of Sparkle Roll Group the remaining 15% stake in the Chinese company, and Sparkle Roll Group announced that shareholders withdraw. After completion of the transaction, Burberry will hold a 100% stake in Chinese business.