British luxury brand Burberry is to launch an online bespoke trench coat service called Burberry Bespoke in early 2011.
Burberry says it will make 12 million trench options available by allowing customers to pick different fabrics, buttons, linings, collar styles and colours.
Speaking at the annual International Herald Tribune conference in London today, Burberry’s chief creative officer Christopher Bailey says the initiative allows the brand to celebrate its history while embracing modernity.
Chief executive Angela Ahrendts said there would probably also be 12 million different prices depending on which buttons and fabrics you choose.
Earlier this year Burberry launched an Art of the Trench initiative, where members of the public were invited to post pictures of themselves in Burberry trenches online, allowing the brand to celebrate its heritage and engage with customers in an interactive way.