At the dawn of the millennium, the newly revamped Burberry competed with the likes of Gucci and Louis Vuitton in satiating the public's appetite for logos and status symbols. Burberry plaid plastered everything from canine raincoats (sported by chic Labradoodles on the Upper East Side) to suitcases and spike heels. Of course, logo mania proved eventually to be too much of a good thing, industry-wide, and within a few years, Burberry's ubiquitous check had hit the oversaturation point. A new creative director, Christopher Bailey, was brought in in 2001; he reined in the runaway pattern, and by 2010 it featured prominently on less than 10 percent of products.

1955 : Burberry Limited of Haymarket, London is awarded a Royal Warrant by Her Majesty Queen Elizabeth II. The label is acquired by Great Universal Stores (GUS).