Mad-for-plaid Burberry is a luxury British fashion retailer known worldwide for its iconic tan coloured tartan pattern and gabardine trench coats. Its brand image repurposes traditional Britishness for the metropolitan consumer. The company sells clothing, accessories and beauty products for men and women through retail and wholesale channels across the globe, and its products span casual and high fashion. Burberry has 214 stores (and 215 concessions) some 63 countries, and around half are located in the Asia-Pacific region. Burberry ejected its famed check pattern from 90% of its products after an upsurge in counterfeit products in recent years sporting the pattern weakened the brand’s strength.