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. 

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