Burberry's (best-selling-item) trench coat, a
95-year-old-fashion icon goes online.
It is a collaboration with the street photography blog The
Sartorialist - An Australian photographer who travels the world
taking photos of fashionable people on the streets of Paris, NYC,
Milan etc. http://thesartorialist.blogspot.com/
(bookmark that one of course)
The Burberry website includes all photos of people in trench
coats and you can filter them by gender, trench colour etc. I guess
it is meant to be used a styling tool and trend indicator but
generally promotes trench coats as fashionable and associates the
brand with the Sartorialist who is well renowned as a style
advising website. Guess you need this kind of proof when charging a
few thousand for a coat…
I'll just add that Burberry's step reflects a broader move by
luxury goods companies, which have generally failed to figure out
how to sell their wares online. Burberry found a clever way to do
that - to use its CEO words: "It's our job to keep the luxury
category hot and cool and relevant for all ages."
Here it is. http://artofthetrench.com.