News of companies growing instead of shrinking is always great to hear.
Burberry is expanding its Burberry Sport apparel line to include fragrances next year.
Burberry’s CEO, Christopher Baily, said:
“We had the whole world of sport, but we didn’t have the fragrance. [It’s nice to be] able to see the 360 of [Burberry] Sport… Burberry Sport is not just about the technical sports. Yes, we have a very big history in expeditions and aviation and horse riding and skiing. It’s about how we can integrate sport into fashion, [too]. That crossover is what we’re doing with the clothes.”
And it’s what they’re doing for fragrance, too. Bailey adds, “All the branding goes back to the label of the clothes. I wanted it to feel like it was a sport action even in your hand.”
Consequently, the packaging used rubberized materials and graphic logos. The bottles are rectangular with a soft finish. The Burberry sport logo and a red rubber band (which doubles as a bracelet) adorn the outer packaging.
And as far as the actual fragrance itself, Bailey says they “wanted it to feel like there was movement in the scent. I kept saying I wanted it zingy; I wanted to feel alive; I wanted to feel like it’s jumping.”
The perfume and cologne will be available next year. Can’t wait to catch a whiff!
[Images courtesy of Burberry.]
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