Yeah I think when chavs and football hooligans etc adopted the Burberry tartan they were mortified. Had always been a high end brand prior to that. Their trenchcoats were a wardrobe staple for some more sophisticated people. I remember them actually banning Burberry caps and things from some pubs because it became seen as something worn by less desirable people.Burberry were non too pleased when Westcrack dressed from head to toe in their brand.