Case Study: Art of the Trench

If there’s one thing I love, it’s a well-made piece of clothing with enduring style. There are a handful of brands/designers that I think truly deliver this type of product. Of course, Burberry ranks highly among these few. Although brands like Burberry are highly regarded, they’re frequently inaccessible. Sure, we all love the idea & designs of Burberry, but how does this translate off of the runway & into our everyday lives?

art of the trench

(all images via Burberry’s Art of the Trench Website. All photograph information can be found with the thumbnails on the site.)

Enter the Art of the Trench.  Described as “a living document of the trench coat & people who wear it,” the Art of the Trench invites anyone & everyone to submit pictures of themselves or their friends wearing Burberry’s signature coat. The Art of the Trench celebrates Burberry’s classic trench coat while showing how it can go with anyone’s personal style.

art of the trench

(all images via Burberry’s Art of the Trench Website. All photograph information can be found with the thumbnails on the site.)

I was introduced to this campaign in class & have loved browsing through the site ever since. Burberry allows users to upload their style pics directly to their site or via Instagram. From a marketing perspective, it’s perfectly on brand for Burberry & engages their target audience fluidly: those likely to wear a Burberry trench are aware of style trends & not only love to wear these trends, they love to see how others wear them, too. Browsing through the site, I was fascinated to see how a classic brand like Burberry is making its way into social media while still remaining true to its roots. It would be unsettling to see Burberry run a standard “Like our page on Facebook” campaign, but a curated street style website with a sleek design? Now that’s Burberry.

art of the trench

(all images via Burberry’s Art of the Trench Website. All photograph information can be found with the thumbnails on the site.)

From edgy to classic to completely off the wall,  a huge range exists in the styling of this one simple coat. Check out more of the campaign (or submit your own photos!) over on the Art of the Trench website.

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