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Burberry unifies Prorsum, London and Brit lines under single label

Burberry is set to unify its Prorsum, London and Brit collections under a new single ‘Burberry’ label to create a more consistent brand experience for luxury shoppers.

The transition will be phased over the course of next year, becoming one fully unified label by the end of 2016.

Burberry chief creative and chief executive officer Christopher Bailey said the move comes as the behaviour of the luxury customer continues to evolve.

"Their style is more fluid and this is reflected in the way they shop," he said. "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.”

The new label will also emphasise Burberry’s British design heritage and that all the products are designed and developed in London. .