art of the trench burberry | how did Burberry become famous

The Burberry trench coat. The very name conjures images of classic elegance, wartime heroism, and a timeless style that transcends generations. More than just a garment, the Burberry trench is a cultural icon, a symbol of British heritage, and a testament to innovative design. While the coat itself is steeped in history, Burberry has continuously found ways to modernize and connect with audiences, famously leading the charge in digital marketing with its groundbreaking "Art of the Trench" campaign. This article delves into the legacy of the Burberry trench coat, exploring its origins, its evolution, and the innovative strategies that have cemented its place in fashion history, with a particular focus on the "Art of the Trench" initiative.

The Genesis of an Icon: From Battlefield to Wardrobe Staple

To understand the enduring appeal of the Burberry trench coat, it's crucial to appreciate its utilitarian roots. The story begins with Thomas Burberry, a draper's apprentice who, in 1856, opened his own outfitting business in Basingstoke, England. Burberry's early focus was on outdoor attire designed for the unpredictable British weather. He sought to create a breathable, weatherproof fabric that would be superior to the heavy, rubberized materials then in use.

This quest led to the invention of gabardine in 1879. Gabardine was a revolutionary tightly woven cotton twill fabric that was both durable and water-resistant. The tightly woven structure repelled water, while the cotton allowed for breathability, making it significantly more comfortable than existing waterproof options. This innovation quickly gained recognition, and Burberry's business flourished.

Burberry Waterproof Trench: A Garment Born of Necessity

The outbreak of World War I propelled Burberry to international prominence. The British War Office commissioned Burberry to adapt its gabardine coats for military use. The result was the trench coat – a practical and functional garment designed for the harsh conditions of trench warfare.art of the trench burberry

The original trench coat was far more than just a waterproof covering. Every detail served a purpose:

* Epaulettes: Originally designed to display an officer's rank.

* Gun flap: A reinforced shoulder panel, providing extra padding when firing a rifle.

* D-rings: Used to attach equipment such as maps, grenades, and first-aid kits.

* Storm flap: Offered additional protection against wind and rain.

* Double-breasted design: Provided extra warmth and protection.

* Belt: Could be tightened to keep the coat close to the body and prevent drafts.

The trench coat quickly became a symbol of the officer class, representing resilience and preparedness. Its popularity extended beyond the battlefield, and after the war, veterans brought their trench coats home, introducing them to civilian life.

How Did Burberry Become Famous?: Innovation, Quality, and Marketing

Burberry's rise to fame can be attributed to a combination of factors:

* Innovation: The invention of gabardine was a game-changer, providing a superior alternative to existing waterproof fabrics.

* Quality: Burberry has always been committed to using high-quality materials and employing skilled craftsmanship. This dedication to quality ensures that its products are durable and long-lasting.

* Military Contract: The commission to produce trench coats for the British Army provided invaluable exposure and solidified Burberry's reputation for quality and functionality.

* Strategic Marketing: Burberry was one of the first luxury brands to embrace celebrity endorsements and strategic partnerships. The brand has been associated with a range of high-profile figures, from explorers and aviators to actors and musicians.

* Adaptation: Burberry has consistently adapted its designs to reflect changing trends and consumer preferences, while remaining true to its core values.

Art of the Trench Burberry Campaign: A Digital Revolution

In 2009, Burberry launched "Art of the Trench," a pioneering digital campaign that revolutionized the way luxury brands interact with their customers. The concept was simple yet brilliant: allow anyone to upload photos of themselves wearing a Burberry trench coat to a dedicated microsite.

The Art of the Trench campaign was more than just a photo-sharing platform. It was a celebration of individuality and personal style. It allowed ordinary people to become part of the Burberry story, blurring the lines between brand and consumer. The site showcased a diverse range of individuals, from fashion bloggers and celebrities to everyday people, all united by their love of the iconic trench coat.

Key features and impacts of the Art of the Trench campaign:

* User-Generated Content: The campaign was entirely driven by user-generated content, making it authentic and relatable.

* Global Reach: The microsite was accessible to anyone with an internet connection, allowing Burberry to reach a global audience.

* Community Building: The campaign fostered a sense of community among Burberry enthusiasts, creating a space for them to connect and share their style.

* Brand Engagement: The campaign significantly increased brand engagement, as users were actively involved in creating and sharing content.

* Data Collection: The campaign provided valuable data about Burberry customers, including their demographics, style preferences, and social media habits.

The Art of the Trench campaign was a resounding success. It generated millions of views, increased brand awareness, and solidified Burberry's position as a leader in digital marketing. The campaign demonstrated the power of user-generated content and the importance of engaging with customers in a meaningful way. The brilliance lay in its simplicity: leveraging the iconic status of the trench coat and inviting everyone to participate in its story.