Burberry tells trench coats tale via technology
Trench coats that have become synonymous with the brand Burberry are now increasingly been seen as style statements worldwide. About a couple of years ago, sensing the importance of the role of social networking, the designer brought this style on to the digital world with...Updated: Jan 25, 2012 15:39 IST
It's an outfit reminiscent of sleuths and crime detection. And now, when we see any one in it, it's our turn to detect… style. Trench coats that have become synonymous with the brand Burberry are now increasingly been seen as style statements worldwide. Though many other brands have followed suit since its invention, those who love true style still prefer these trench coats. The style that a trench coat exudes has become so obsessive that some would even say, "How does it matter what I really am wearing inside if I have a Burberry trench thrown over it?
Such style elements that are woven around trench coats as its D-rings, epaulettes and leather buckles. Originally made in cotton gabardine, somewhat sturdy yet supple waterproof fabric invented by the brand, trench coats are now available in a variety of colours and materials including washed leather and wool for men, women and children. Season after season, the same is reinvented and presented before the style conscious by the brand's chief creative officer Christopher Bailey. His ability to retain its core elements intact while reinterpreting the styles in the most contemporary forms have brought trench coats, the brand's essential identity, into the league of 'irresistible' wardrobe essentials around the world.
But that did not stop Bailey from making his customers happier. About a couple of years ago, sensing the importance of the role of social networking, the designer brought this style on to the digital world with the introduction of the Art of The Trench (artofthetrench.com). This site offers the wearers of trench coats around the world to click their images in them and then upload the same on the site with their experiences. The site has several images and each one has a different story to tell. Each person can be seen wearing the classic styles in different ways. With each look - different in colour, fabric, people or places - on the whole the site has one single story to tell…the story of Burberry trench coats. And what more, a visitor can go to each image and view its details, 'like' it, comment on it and even share it. It has now become sort of a "digital club" of those who don Burberry trench coats.
The brand is very strong on its digital platform and that itself is as unique to Burberry as its trench coat. Be it the digital commerce that the brand conducts, interactive ad campaigns, Burberry Acoustics, a platform where Bailey selects and promotes young, talented British musicians, the presentation of collections through virtual imageries as he did in Beijing, or the 3D broadcast of its show in London that the brand did to New York, Dubai, Tokyo, Los Angeles and Paris where the invited audience got a 360 degree view of the collection, the brand has established itself as the undisputed leader in digital usage in the world of luxury. Bailey successfully manages to retain the brand heritage intact while opting the most modern ways to push the limits of style and innovation constantly.
Be it the heritage, style or technology, the brand has its way of telling the story… every season!
First Published: Jan 25, 2012 15:03 IST