Trench Coat Bespoke!
Will it happen after all that a big fashion brand, after many years of nervously “ignoring it until it disappears”, all the same adopts the concept of
mass customization in a fun and successful way?
It is simple. You, the customer, want personalized fashion that gives you the opportunity to express your unique individuality, but affordable, with short delivery times and of course in a good quality. And we just love to serve you just like this. Just because we can.
But it is not that simple for big fashion brands and traditional fashion retailers. They are used to moving boxes your way at high margins. Boxes full of mass produced uniform clothes. They prefer not to touch mass customization, a concept that is truly customer centric and based on service to you, the customer. Since you design your own fashion items and should get all possible tools and support to do this in a fun and easy way. It’s all about you. As it should be.
British icon Burberry plans to launch early 2011 an
online bespoke trench coat service. A website were a customer apparently can completely customize his or her Burberry trench coat to his or her exacting specification. Is this really true, or is it just another marketing trick of a large brand to offer under the header “Customize Now” an often too limited choice at way too high prices through a lame website?
Fortunately, via a Savile Row contact, we had the possibility to get a sneak peek of the website that promises to offer over 12 million ( ! ) different trench coat possibilities. This is only possible if the customer can customize each component of the trench coat. From model, fabric, buttons, lining, cut, trims, embellishments and fit to additional details such as spikes and fur collars.
Harry Potter’s Emma Watson at the least looks smashing in het Burberry Bespoke trench coat with black leather sleeves and shoulder parts!
This gives us two remaining points of concern. Delivery times and prices for these bespoke trench coats. Regrettably Burberry divulges nothing on these aspects. And this worries us.
Published on 10-11-2010 - Fashion
