Rainbow Collections Make a Splash at Retail

LONDON — From the high street, to premium luxury, brands across the spectrum have been embracing Pride in a big way and showing their support for the LGBTQ community, with an array of capsules dropping in the weeks ahead of the Pride parade. But are customers buying the high-shine, rainbow-hued merch that’s flooding the market? According to brands, they very much are, with Pride capsules leading to high sell-throughs and positive customer engagement. Burberry was among the first brands to unfurl the rainbow flag, with Christopher Bailey marking his final show in February 2018 with a big Pride statement. He worked the flag into a capsule collection and made a host of related donations to charities helping LGBTQ youths. Burberry’s first openly gay chief executive officer with a husband and two young children, Bailey had long supported the LGBTQ community inside and outside the company while serving as chief creative officer and ceo. At the end of his tenure, he wanted to make a big public statement about these causes, and the Burberry rainbow check was born. He described it as an “an emblem for optimism and inclusiveness.” Tracksuits spelled out the brand’s name in rainbow-hued colors, fur capes and bombers in the same bright

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