Nov/090
Burberry: Art of the Trench
It's no surprise that luxury brands have been struggling this year. Economic malaise has shunned high-end spending and have greatly benefited discount retailers like Target. Luxury labels have been looking for ways to reinvent themselves to appeal to younger consumers and have sought exposure in numerous ways with mixed results.
Luxury brands have struggled to utilize the web where sites for knock-offs and deep discounts abound. Upholding the integrity of their brands is of utmost importance to keep their aging consumer base.
All eyes are on Burberry who has just launched Art of the Trench, a gallery of street photography of people wearing the iconic Burberry trench. They enlisted fashion photographers to begin the project and have invited the public to submit their own photos. The execution of the site is beautiful and has lead to a lot of buzz. It will be interesting to see how Burberry will ride this wave and if other luxury brands will follow suit.
