SINGAPORE—Dyed-in-the-wool style people don’t have any issue figuring out that unmistakable Burberry test from throughout a room.
The distinct design—intersecting black-and-white strains on a camel background—can be discovered on the British luxurious model’s attire, baggage and small leather-based items and equipment.
Even its eyewear stems and fragrance bottles sport a modified design. Don’t overlook that it additionally seems as the lining of its iconic water-repellent trench coats.
The Burberry test is tied to the model’s 160-year heritage, which common clientele seems to be for and expects to see each season.
“We have noticed that in the region, we sell a lot of the shirts and the checked items. You could say Asia is very check-driven,” mentioned Chad Shen, Burberry senior franchise supervisor for Southeast Asia.
“In Japan, however, they go for the solid-colored, more fashion-forward items, those that don’t always incorporate the pattern,” added Shen.
He recalled how, for a whereas, the model “went away” from the test. “The designs that came out didn’t have the check, but now it’s back and our customers are happy.”
To give them a fuller, extra knowledgeable expertise, the model has mounted “Tale of a Trench Coat,” a touring exhibit that kicked off in Seoul before heading to Tokyo and making a two-week cease in the newly opened Burberry retailer at Ion Orchard. The exhibit is on view till April 23.
The exhibit, which begins with a whimsical, travel-theme show in the mall’s atrium, exhibits a number of mannequins in trench coats and carrying rucksacks from the present “tropical gabardine” assortment.
The items, which sport a comely sheen, are nonetheless water-repellent however are lighter and extra suited to our tropical climate.
One model, harnessed to a parachute made of the similar gabardine of the model’s Heritage Trenches, hints at the model’s historical past of outfitting aviators and explorers.
In the retailer are vignettes, together with a work space consisting of a work desk and a show of scissors and different devices used to make the trench.
“It takes an entire year of training to cut, form and stitch the collar used for our trenches,” mentioned Burberry advertising and marketing government Sarah Nah.
Another desk exhibits how integral personalization is to the model. Burberry makes use of initials made by the similar producer that provides the British Royal Guard. If a buyer desires to have a bag or trench coat customized, she has to wait a number of days as a result of the merchandise has to be despatched to Scotland the place all the stitching and ending is finished.
The spotlight of “Tale of the Trench” is the tableau that includes 14 trenches designed by Burberry chief artistic and CEO Christopher Bailey from 2005 to the current. There is a trench with rounded shoulders impressed by sculptor Henry Moore, a metallic magenta males’s trench from the “Come Rain or Shine” Spring-Summer 2013 assortment, and a regimental tape-embroidered magnificence with tasseled epaulets from the “Luxury Warrior” Spring-Summer 2008 assortment.
Burberry was one of the early adopters of on-line social media, popping out with “Art of the Trench” 10 years in the past that consisted of footage of trench-clad shoppers from round the world.
Michael Jon Hardman, Burberry director of advertising and marketing operations for Asia Pacific, mentioned the firm’s Burberry World (Burberry.com) is extra than simply an e-commerce website. “It’s the greatest, most vital unit of the model. We don’t simply add product pics. We present content material in order that prospects will come again usually to discover out what’s new.
“Because of the manner individuals purchase now—they test costs on-line, strive to discover extra about the merchandise they’re inquisitive about before making their purchases—on-line content material is vital. Based on our analysis, 70 % of quantity gross sales are pushed by on-line content material,” Hardman mentioned.
Burberry is solely distributed by Stores Specialists Inc., with shops at Greenbelt four, Rustan’s Makati and Rustan’s Shangri-La Plaza.
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