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

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.