“Art of Trench”, the New Burberry Bid

Rains and bad weather that characterize the city of Paris at this time of the year have come you from Pearl to the firm Burberry, which chose department stores Printemps Haussmann as location where to carry out the “Art of the Trench” action.

Until October 20, in shop windows and at the atrium which is at the entrance of these stores you can see and buy fifty-six exclusive products displayed on a pop-up Store: new and bold denim, great leather jackets and a selection of accessories. Each and every one of the pieces are inspired by the energy and excitement that raises people in the city of London.

Burberry pays tribute to the passion for style and architecture. With the atrium as a backdrop, the multidimensional silhouettes of the cityscape of London, while a series of screens that projected carefully selected images of Parisians wearing the famous Burberry trench-coat.

Customers of these stores have been invited to participate in these famous shootings that were inaugurated in London, Chicago, Delhi, Dubai and Sao Paulo. Every Saturday, customers can photographed with their trench coats in the most emblematic places of the city. Your photos will be then posted on a wall within Department stores next to photos of the influencers invited to a VIP evening took place on 4 September.

The best photos are selected and are uploaded to a microsite that the firm has created and which has called, as it could not be otherwise, Art of the Trench.

It can remain a venerable British brand (the firm was created by Thomas Burberry in the year 1856,) and not stop innovating and surprised. So at least it explains it Angela Ahrendts, its President since 2006:

“As Burberry does not have the resources of the giants of fashion and luxury, we have that” doing things in a different way”.

That means that they have opted for focusing primarily on the millenials, the connected generation. Those sons of Boomer, who currently form a fork which could go 25 to the 35 years old, and live in a world where the work comes first. Come on, the famous “Emily” (acronym of E Emotionals, Millenials M of systems, Linked L and and Young).! A decision taken by Angela Ahrendts since his arrival. For five years, concentrating on them forty per cent of its budget to marketing and brand communication.

In terms of the famous trench coat, we can ensure that it has come to decline more of three hundred versions, in all kinds of colors, cuts, long, etc., and that customers can buy online through your iPad.

Pioneers in the dissemination of their parades in real time through social networks, we can say that Burburry has managed to take giant steps to adapt to its competition. If you have a Burberry raincoat and a smartphone, what are you waiting for?