British based house Burberry launched this week Burberry Bespoke, an online program which allows customers to customize their own Burberry trenchcoat. Despite the ”mass customization” approach of the campaign, Burberry, claim it is a way of engaging with consumers. Burberry customers can now customize and order their The Burberry Bespoke can be ordered online and is priced between 1.500 euros and 6.000 euros, compared to the off the rack Burberry trenchcoats which run from 600 euros to 4.500 euros, with a fur trenchcoat selling up to 13.000 euros.
Trench coats ordered through the Bespoke program are exclusively made in England at Burberry’s own production facility and are shipped within 4 to 8 weeks from the time the order is placed. Customers are able to customize fabric, colour, bridle leather cuff straps, linings. Trenchcoats from the Burberry Bespoke program can also be ordered in leather and these will be made in and shipped from Italy. The campaign will also be featured on Facebook where Burberry has a record number of 9,2 million friends (likes).
There are eight steps to creating a bespoke trench coat. The first step is the style and length. Women have the option of choosing from seven of the brand’s iconic trench coats in various lengths and materials. Burberry’s Kensington, Wiltshire, Abingdon, Longbourne, Wellclose Zip, Kensington Leather and Wiltshire Shearling are all available for customization.
Men are given nine style choices, but not as many length and material options. Beyond this, there are tabs for fabric and color, sleeves, lining, collar, buttons and hardware, belts and monogram. Each tab changes slightly based on the consumer’s style choice.
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