Luxury fashion brand Burberry has announced that it is launching a bespoke trench coat service in the New Year.
Chief executive officer of the brand, Angela Ahrendts, told attendees at the International Herald Tribune Heritage Luxury conference this week that customers will be able to customise the traditional Burberry trench with 12 million design options. Web users will be able to choose from a wide selection of colours and styling, as well as various details including buttons and stitching.
The focus of this year’s conference was on maintaining luxury heritage in the digital age and Burberry is certainly a pioneer in this area; the artofthetrench.com is a style blog in collaboration with The Sartorialist’s Scott Schuman and celebrates the brand’s iconic garment.
Louis Vuitton is another brand that’s encouraging customisation online – allowing monograms to be added to bags.