In the Trenches

Will Burberry customers pay big for a DIY coat?

Illustration by Brown Bird Design for TIME

Selecting the perfect Burberry trench coat has always been a matter of fit. Now it's also a matter of mink linings, fur collars, leather wrap belts and other personalized touches. In early November, the London-based fashion house quietly launched Burberry Bespoke, an online customization service that allows shoppers to create their own trenches.

Naturally, a custom look comes at an inflated price. Trenches designed online start at about $1,800 and can climb all the way to $8,800--a steep markup from Burberry's in-store offerings, which run from $700 to $6,000. Why would people pay a premium to do extra work on a...

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