A much-improved casual offer sees Burton reposition for a younger, trendier shopper.
Slim tailoring, varsity prints, checked shirts and shawl-collared knits – nothing to break the trend barrier but plenty to tempt the style savvy as Burton edges into a more youthful arena. The overall look is North American, with an industrial/lumberjack bent and a heavy dose of Nordic influence. There is a counterpoint in the form of finer-gauge and clean-lined knits.
Several shoppers were getting great treatment from staff – one was having the rules of suit-wearing kindly explained. The changing rooms though were unattended and grubby, and the lifestyle merchandising photography was dull – just a model in a lemon V-neck. Fortunately, the mannequins were engagingly dressed in the Nordic and preppy looks.
Middle-of-the road prices make good sense for those seeking key casual items or affordable suiting for the autumn. A mix-and-match offer on suits comes in at £99, printed T-shirts are £15 and a parka is £55. Premium engineered-style denim is priced at £40, which, while it easily undercuts branded rivals, is about right for the high street, particularly given that Burton’s late-adopter shoppers are more likely to want these looks in order to fit in rather than stand out.