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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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'I thought I'd lost my mind after 12 hour night shift' Confused Londoners slam decision to rename Bond Street 'Burberry Street' to mark London Fashion Week

Both Londoners and tourists to the capital have been left baffled by the sudden change, which saw platform signs repainted knight blue, as a nod to one of Burberry s new brand colours. ....

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