Where did it all go wrong for Burberry? As profits slump by

Where did it all go wrong for Burberry? As profits slump by 40% how the brand struggled to shake off the 'Chav' check reputation and sparked controversy with divisive campaigns and by burning excess stock

From the Sloane Rangers to the Cool Britannia bunch, anyone who was someone had their wardrobe dripping in the brand once considered to be London 's version of Chanel - Burberry .

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