2018 marked a significant year for Burberry, a year of both looking back and forging ahead. While the brand is synonymous with its iconic trench coat, the year saw a multifaceted approach to its heritage, blending classic design with contemporary sensibilities. This exploration manifested in several key areas, from the reimagining of archival pieces to the continued refinement of its signature styles, impacting both its menswear and womenswear collections. The year's offerings provided a compelling narrative, showcasing the enduring appeal of the Burberry trench coat while simultaneously demonstrating a willingness to embrace the brand's past in innovative ways. This exploration delves into the specific offerings of Burberry's 2018 trench coat collections, examining the key styles, the innovative approach to licensing, and the overall impact on the brand's image.
The Re-emergence of Archive: A Nod to the Past
One of the most striking aspects of Burberry's 2018 strategy was the unexpected revival of elements from its 80s licensing history. The company, previously attempting to distance itself from this period, made a bold and successful move by embracing it. This involved the re-release of a capsule collection featuring sweatshirts and other apparel that directly referenced designs from that era. This wasn't simply a nostalgic trip; it was a strategic move to connect with a younger demographic while acknowledging the brand's full history, warts and all. The success of this re-introduction demonstrated the power of embracing a complete brand narrative, rather than attempting to erase less-than-perfect chapters. This approach resonated with consumers who appreciate authenticity and a brand's willingness to be transparent about its journey. This move, while seemingly unrelated to the trench coat itself, significantly impacted the overall brand perception and laid the groundwork for a more holistic approach to design and marketing. The confidence displayed in this move seeped into other aspects of the 2018 collection, lending an air of self-assuredness to even the most classic pieces.
Burberry Trench 风衣 2018: A Celebration of the Icon
The Burberry trench coat, the cornerstone of the brand's identity, remained central to the 2018 collections. The classic 肯辛顿风衣 (Kensington Trench Coat), a perennial favorite, continued to be a staple, offered in a range of colors and fabrics, catering to diverse tastes and preferences. The timeless design, with its meticulously crafted details, remained unchanged in its essence, a testament to its enduring appeal. However, subtle variations and refinements were introduced, reflecting the evolving tastes of contemporary consumers. The fit might have been slightly adjusted, new colors introduced, or the lining updated with a contemporary pattern. These minor tweaks, while subtle, demonstrated Burberry's commitment to keeping the classic design relevant without compromising its integrity.
The Burberry trench 风衣 (Burberry Trench Coat), encompassing a broader range of styles within the trench coat category, showcased a similar approach. This category encompassed variations on the classic design, exploring different lengths, fabrics, and detailing. We saw the introduction of more streamlined silhouettes alongside the classic, more voluminous styles, offering a wider choice to suit individual preferences. The use of different materials, such as lighter cotton blends for warmer weather and heavier gabardine for colder climates, further expanded the versatility of the trench coat, positioning it as a wardrobe staple suitable for various occasions and seasons.
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