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For the launch of its new Scarf Bar, where users both online and in-store can customize their own scarves, Burberry decided to educate people on what goes into making one.
When a brand launches a customization service, people (rightfully) assume their options are limited and at least somewhat automated to ensure fast service to the most customers possible. In other words, it can cheapen and commodify—the opposite of luxury.
But this video succeeds in illustrating, beautifully, what a total headache it is to produce a Burberry scarf, while reminding you of its premium value—or, as one YouTube commenter put it, "why it's expensive."
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