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2 Apr

‘Succession’ Drives Search Interest Spike for Burberry Handbags –

“Succession” had its season 4 premiere on Sunday, and while fans of the series were thrilled to have the show back, one scene stood out on the web — especially with the style crowd.

After the season premiere, the show immediately landed in the highest trends on TikTok. While the drama of “Succession” and the complicated family dynamic of the Roy family is what typically drives viewers to the show and trending topics on social media, this time a Burberry tote bag was the recent topic of dialogue.

In a scene with certainly one of the fundamental characters, Tom Wambsgans, he begins critiquing a Burberry check-print tote bag, namely the Title crossbody bag with a $2,890 price tag. The tote was carried by the character Bridget, who was on a date with the series’ fundamental character Greg, played by Nicholas Braun.

“Succession” season 4, episode one.

The suggestion was that Bridget selected to bring the tote to impress the ultra-wealthy Roy family, but as a substitute, it had the other effect. Tom described the bag as “ludicrously capacious.” “What’s even in there? Huh? Flat shoes for the subway? Her lunch pail? I mean, Greg, it’s monstrous. It’s gargantuan. You possibly can take it camping. You possibly can slide it across the ground after a bank job,” the character accomplished.

3DLook, a virtual fitting room company, decided to look into Burberry’s search interest after the episode and located that Google search interest for “Burberry Tote Bag” has increased 310 percent for the reason that episode. Searches for “Burberry handbag” and “Burberry tote bag” are up 180 percent and 25 percent.

Burberry’s medium Title vintage check two-handle bag.

Courtesy of Nordstrom

In an announcement, Whitney Cathcart, cofounder and chief industrial officer of 3DLook, said, “Burberry’s $3,000 tote bag won’t meet the standards for ‘Succession’s’ top 0.1 percent, but luckily for the posh fashion house, they don’t speak for the common consumer. While Tom was busy firing off insults, the remainder of us were Googling where we could get our own. I wouldn’t go so far as to say that there’s no such thing as bad publicity, however it does go to indicate the large impact that showbiz can have on consumer trends. Tom’s sharp tongue may need just earned Burberry some extra sales. In any case, the vast majority of us do use the subway.”

With Burberry ramping up its accessories while aiming for a 5 billion pound revenue goal, it can have appreciated this moment despite Tom’s criticism.

Burberry’s results for the primary half ended Oct. 1 saw revenue rise 11 percent to 1.35 billion kilos. At constant exchange, revenue rose 5 percent year-on-year.

Designer brands featured on television shows are nothing recent. Fashion has all the time played an integral part within the world-building of series. In the unique ‘80s “Dynasty,” references were made to fashion houses like Gucci, and the characters’ diamonds and fur. Within the fashion-centric ‘00s series “Ugly Betty,” which took place on the fictional fashion magazine Mode, the designer references were quite a few, from Prada to Vera Wang.

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