Burberry is looking to go more upmarket. Burberry is moving past its famed camel check prints with new logo-style branding. The brand is banking on the patterned print to help improve its performance in high-margin leather goods, which make up 38 per cent of its sales. It’s a gamble as fans of the British label digest the unfamiliar monogram -- a motif of interlocking Ts and Bs-- splashed onto everything from hoodies to high heels. There are twists on Burberry classics, like trench coats lined with punky rings. The print - with versions in bolder, orange tones or greens and browns - is younger-looking and jazzier than the traditional camel, black and red check. The hope is that comparable revenue growth will improve as a result, from one per cent in the previous three months to three per cent.

Customers respond to brands who have started to use logos as a design feature, incorporating them into prints. As consumer tastes shift towards more casual clothes, there is a need for trademarks setting apart luxury cotton T-shirts from standard ones. There’s great value from a margins standpoint from logos for a brand. The price ratio on a product goes up with a logo on it.