Burberry may have dumped Kate Moss over her alleged cocaine use but that's like throwing a bucket of water over a blazing inferno. Burberry's slide from the pinnacles of fashion goes much further back. It starts with marketing their products, mainly caps, scarves and knitwear, at non-traditional customers. Once Burberry became part of the hooligan sub-culture, traditional buyers left the fold and the consequent compound-effect was a downward turn is sales and credibility. Burberry cannot expect to use Kate Moss as the proverbial scape-goat. Burberry needs to look inwards and struggle with a rebirth of its whole marketing ethos!