News 08.02.2023

Need to Know

Burberry unveils creative vision rooted in British heritage, Mercedes-Benz gets driverless system approval in US and the unsustainably high cost of air travel.

Under new chief creative officer Daniel Lee, Burberry is unapologetically British

Burberry. Photography and film by Tyrone Lebon, UK
Burberry. Photography and film by Tyrone Lebon, UK
Burberry. Photography and film by Tyrone Lebon, UK

UK – Ahead of Daniel Lee’s debut show at Burberry, the brand shared the first creative expression of this next chapter aimed at taking Burberry back to its British heritage, including a new logo, typeface, campaign and ambassadors.

After wiping its Instagram profile clean, Burberry offered a glimpse of the brand’s new direction under new chief creative officer Daniel Lee. The campaign doesn’t reveal new products, but it does signal a creative overhaul that offers an ode to modern Britain, bringing back the brand’s iconic mounted knight symbol and the motto Prorsum (latin for Forward). Shot by Tyrone Lebon, the campaign features a host of diverse faces such as rapper Shygirl and footballer Raheem Sterling, posed against a backdrop of London landmarks.

The campaign suggests that Daniel Lee’s Burberry will be more about Burberry than it will be about Lee himself, a strategic move as fashion brands increasingly distance themselves from the era of superstar creative directors, who have traditionally reinforced a cycle of re-inventing brand identity. Keeping Lee’s influence and personal style muted will leave room for Burberry’s roots and iconic codes to shine.

Look out for our upcoming insight report in which LS:N Global will explore the changing beat of the musical chairs of creative directors in the fashion sector – and the emerging alternative creative leadership models.

Strategic opportunity

The constant rebrandings in fashion can feel like déjà vu – or even gimmicky. Burberry is demonstrating a new approach defined by understated simplicity and a refocus on heritage, propped up by a more inclusive outlook

Mercedes-Benz gets driverless system approval in US

US – German car manufacturer Mercedes-Benz has brought its Drive Pilot automated driving system to the US, after it was first launched in Germany in 2022. Nevada is the first US state to confirm approval of the system, which the car brand says is the first and only Society of Automotive Engineers (SAE) Level 3 system in a standard production vehicle authorised for use on US public freeways. It has applied for approval in California.

The Drive Pilot system allows the driver to hand over control to the vehicle under certain conditions and up to the speed of 40mph. When the driver activates it, the system controls the speed and distance, and effortlessly guides the vehicle within its lane, using evasive manoeuvres within the lane or by braking.

Making use of LiDAR sensor tech, Mercedes-Benz says the tech is primarily driven by safety needs (including door-unlock protocols) – although chief technology officer Markus Schäfer notes that the company is trading in lifestyle values, such as time scarcity. ‘In the modern world, time is one of the most precious commodities, and giving back time to our customers is a core element in our strategy to build the world’s most desirable cars. Our Drive Pilot takes a major step forward in achieving that.’

There may be some way to go before consumers are comfortable with the tech, however. It was reported in June 2022 that there had been 400 crashes of vehicles with partially automated driver-assist systems in 11 months in the US.

Mercedes-Benz in collaboration with Heron Preston, US

Strategic opportunity

As autonomous driving edges towards becoming a mainstream reality the opportunities for in-car activities – such as entertainment, connectivity and mobile working – will develop. Explore our mobility future further in LS:N Global’s dedicated Mobility Series

Stat: Environmental cost of air travel becoming too great to offset

The Luminaire and Magnum Photos. Photography by Rebecca Norris Webb, Cape Cod The Luminaire and Magnum Photos. Photography by Rebecca Norris Webb, Cape Cod

Global - Although travellers are increasingly sustainability-minded and seeking more eco-conscious holidays, by continuing to travel by air they are causing harm to the planet that is becoming too extensive to fix.

According to a study published in the online-only peer-reviewed journal Nature Sustainability, climate pollution from aviation could nearly triple by 2050 as demand for air travel continues to grow.

It would cost around £834bn ($1 trillion, €934bn) to remove enough pollution from the atmosphere to meet global climate goals. This is a huge amount given that the global airline industry only netted £22bn ($26.4bn, €24.6bn) in profits in 2019 before Covid grounded travel (source: International Air Transport Association).

Environmentally friendly alternatives such as electric planes and hydrogen jets rely on new technology that is still prohibitively expensive and unproven at scale, which means they won’t take off in time to counteract the climate pollution being caused today.

The report notes that slowing demand for flying would cut the need for carbon removal and thus be the most efficient way to reduce CO2 pollution. Travellers who are serious about helping the planet will have to re-evaluate their priorities and make a concerted effort to seek alternatives.

Strategic opportunity

The majority of consumers want to make choices that are kind to the planet, and continue to look to businesses to help them find ways of experiencing luxury and convenience in travel sustainably

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