Burberry has launched a new Bespoke service on its website which allows people to customise their own trench coat.

The function lets customers to select the cut, style and colour of the coat and choose  details such as bronze-studded sleeves, bridle leather cuff straps, mink linings and shearling collars. The finished product is then displayed on the screen, providing an overall image of what the coat will look like.

The Burberry brand, synonymous with luxury and heritage, particularly in founding the ‘trench’ (coat), is renowned for its creative digital campaigns. In the past few years, under creative director Christopher Bailey, the brand has emerged as a leader in digital marketing strategy. The mass customisation encourages hyper-connected fans of the fashion world to engage directly with the brand online.

The Bespoke Burberry is at the high-end price range of the label. However it allows the aspirational buyer greater brand participation in being able to create their own, personalised model of the coat. The function aims to influence the wider perception of the Burberry brand with the goal of increasing its social-media coverage.