FASHION FORWARD
If the UK had more businesses like Burberry, we’d be rolling in gold. Happiness. Success. No double-dip recession for us. Oh no.
Although Burberry’s not the only global fashion mega-hit to come from these isles, it’s certainly the brightest right now, reporting an 18 per cent increase in revenues over the last six months. As trench coat season continues, we ask Lucie Greene, Insight Editor at trends forecasting network LS:N Global, why the Burberry appeal persists.
“Burberry has managed to maintain a sense of heritage and Britishness while also being fresh, sexy and directional appealing to younger audiences. One key way it’s achieved this is by a forward-thinking digital strategy, from live streaming its shows (which have become a global online event now), to using moving hologram models at store launches, to having click-to-buy from the runway.
Burberry is also forward-thinking with social media and cultural/social initiatives. It has become known for its support of live music and new music talent – Burberry even has its own record label now. Fans can visit its site and listen to new acts selected by creative director Christopher Bailey. Its Facebook and blogging activity (the Art of the Trench) project has also extended its global audience. The global approach to shows works too: for example, at the Autumn ‘12 show this February, in addition to the usual crowd of Kate Bosworths and Eddie Redmaynes, there were a selection of Asian celebrities present – selected with their burgeoning Asian market in mind.
In the product too, it stays true to the classics but with a fresh twist each season. (The trench appears with a different twist or treatment at every show.) Accessories run from the classic print bags to slightly edgier, more fashion-led versions.
The Burberry classic trench is great because its beautifully cut and fantastic quality – its the ultimate transition piece that you can wear year on year so its a great investment. The neutral shades are great because they go with anything. You can also dress them up for evening or use them to smarten up a pair of jeans.
It’s iconic for men, too. Think Dustin Hoffman in Kramer vs Kramer, and Brad Pitt in Ocean’s 11. After always having worn them slightly bigger, I’ve seen a few men embracing a tighter, more slim fit cut with a higher waist – almost 1970s.
A coat for all seasons: Burberry’s iconic trench remains a favourite with the fashion crowd.