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한국복식학회(IJCF) 학술지영문홈페이지
[ Article ]
International Journal of Costume and Fashion - Vol. 22, No. 1, pp.63-79
ISSN: 2233-9051 (Print) 2288-7490 (Online)
Print publication date 30 Jun 2022
Received 12 May 2022 Revised 31 May 2022 Accepted 07 Jun 2022
DOI: https://doi.org/10.7233/ijcf.2022.22.1.063

How does Burberry Infuse ‘Freshness’ into Classic Trench Coats?

MinSun Lee ; Sun Young Choi†
Associate Professor, Division of Design, Fashion Design Major, Myongji University, Gyeonggi-do, Korea
Assistant Professor, Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hong Kong

Correspondence to: † sun-young.choi@polyu.edu.hk

Citation Lee, M., & Choi, S. Y. (2022). How does Burberry infuse ‘freshness’ into classic trench coats?. International Journal of Costume and Fashion, 22(1), 63-79.

Abstract

Fashion brands need to have unique items that reveal the brand’s identity and satisfy consumers simultaneously, and they can maintain the lead in the field, notably if their bestseller is recognized as a classic. This study aims to examine how the Burberry infuses ‘freshness’ into the classic trench coat, which is the brand’s core identity, by decoding the coats created by designers Menechetti, Bailey, and Tisci from Spring 2000 to Pre-fall 2022 through the SCAMPER technique.’ As a result, all three designers used elements that transformed the trench coats’ designs in order of shapes within shapes, shape, texture, color, and pattern, but the ways were different. Menechetti had changed the shape of the inside details of the trench coats the most, and Bailey appeared to change the trench coats’ silhouette. Tisci had the highest rate of change in texture, color, and pattern. We confirmed that the way the three designers added novelty to the coat design is related to their aesthetics, namely minimalistic, feminine, and street style. This study can contribute to industries and designers who wish to develop classic items and can also be used in education to generate creative design ideas using the SCAMPER.

Keywords:

Burberry, Design elements, SCAMPER, Trench coat

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