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Spring 11

The look

Military, nautical and Superdry-esque casualwear stories feature at Burton for spring 11. Standout pieces included camouflage-print shorts and washed-out,military-inspired T-shirts. An interesting nautical T-shirt with mix and match stripes is styled with a chunky knit. A great double-breasted navy cropped trench coat gives a smart feel to the range.

Cargo trousers with military pocket details are a must for the commercial end of the market and Burton offers a good interpretation. The same goes for a double-breasted navy chunky cardi.

Sensibly, the retailer hasn’t gone into overdrive with tired check shirts, with just one attention-grabbing option in red and white.

Key pieces

  • Navy double-breasted blazer
  • Navy double-breasted chunky knit
  • Nautical striped T-shirt

Right for the market?

Burton is like Ronseal. It does exactly what it says on the tin and never pushes the envelope too far. Its spring 11 trends are predictable and don’t challenge the customer, but with the mid-market menswear sector such a tough place to be at the moment, it makes sense for Burton to focus on customer retention.

However, when the retailer does try something more adventurous, it usually works, as demonstrated by the interesting stripe configuration on its nautical-inspired T-shirt.

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