It was all about trench coats and outerwear on the Burberry Prorsum Men’s RTW Fall runway at Milan Fashion Week 2009.
"I wanted to go back the DNA and the roots of what Burberry’s heritage is about, which is why I did so much outerwear, so many trench coats, I wanted the Burberry check to be in a very strong way," explained Burberry creative director Christopher Bailey after the show. "I feel it’s a good moment to go back to who you are and what you stand for."
Bailey’s philosophy is that in times of crisis, you have to stick with what you do best, your strength. And for Burberry, that is certainly outwear and coats, "We come from outerwear, it’s our heritage, it’s our philosophy, hence I wanted to stay close to the familiar," Bailey continued.
We’ll have to wait and see if this collection will help Burberry weather the financial crisis. One thing is for sure, you can weather any winter storm in these coats!
Trench Coat Overload
Burberry Prorsum Men's RTW Fall 2009 at Milan Fashion Week
Trend Themes
1. Outerwear Diversification - In times of crisis, fashion companies can strengthen their brand identity and increase sales by diversifying their outerwear product line beyond just trench coats.
2. Heritage-centric Collections - Creating collections that pay homage to a brand's heritage can strengthen brand identity and create buzz among consumers.
3. Fashion Resilience Strategies - Fashion companies can maintain market resilience by focusing on their core strengths and catering to customer needs during economic downturns.
Industry Implications
1. Fashion and Apparel - Fashion and apparel companies can leverage their heritage, core competencies and market insight to develop strategies that maintain resilience.
2. Outdoor Gear - Outdoor gear companies can take inspiration from fashion brands' outerwear diversification approach to create products that cater to different customers' needs beyond traditional jackets and parkas.
3. Marketing and Branding - Marketing and branding agencies can assist fashion brands in creating heritage-centric campaigns and leveraging brand identity to create buzz and attract new customers.