Burberry has a couple of nifty features on its website to get its customers and fans involved in showcasing the breadth of the collection. The iconic British brand has created The Art of the Trench, a website page which invites visitors to submit photos of themselves (or friends or family) wearing Burberry trench coats.
Each image has information about the wearer and the photographer—and a section to share or add comments. Burberry also enlisted The Sartorialist photographer Scott Shulman to contribute images to the project.
The concept is similar to Los Angeles–based denim label J Brand’s J World page, which also features user submitted photos and encourages Facebook “liking”—the more “likes” the bigger the photo. Each image on the J World page includes the J Brand style name—making it easy to click over and buy the same style.
The Art of the Trench includes a link to “Buy a Trench.” On the main site, the company takes it even further with the Burberry Bespoke page, which lets you design your own coat, from the fabric and fit to the color, trim and belt.
Published Dec. 27, 2012 at ApparelNews.net