Burberry is innovating its iconic classic trench with an interactive, online bespoke program. Burberry Bespoke is the British label’s open embrace of the mass customization that retailers like Nike pioneered, however unusual it may be for a luxury fashion house. Customers can choose the cut, color, and detailing (mink, studs, and leather, anyone?) of the coat, which is simulated on-screen and then delivered four to eight weeks later from the Burberry factory in England. But to prevent any terrible trenches from marring the label’s traditional look, the program automatically removes some choices, so that a studded-sleeve shearling coat with fuchsia accents never sees the light of day under the burberry brand. 

Burberry Bespoke resides at the higher end of the label’s price range, aiming perhaps to not sell high quantities but push high fashion influence via the internet’s robust group of fashion-obsessed social(media)ites. The program gives fashion lovers a new way to engage, while also providing valuable data about design interests in different areas and demographics for the company.

Burberry Bespoke may be labeled as mass customization—but it’s hardly created for the masses, and acts as more of a brand statement. Perhaps, however, this exclusively priced bespoke program will signal to other brands to step up customer customization. 

Emma Watson in her Bespoke Trenches