Not content on being the most popular luxury brand on Facebook with 671,393 fans, Burberry has just launched its own social networking site, the Art of the Trench (artofthetrench.com).
This site, which the company describes as a "social media platform", will feature users sending in pictures of themselves wearing Burberry trenchcoats. It also includes links to Burberry’s Facebook and Twitter accounts.
Chief executive Angela Ahrendts told the Financial Times the site would allow Burberry to reach new shoppers and maintain the loyalty of current consumers.
"These might not even be customers yet. Or they may be a customer for a bottle of fragrance or for eyewear. But these are the customers who need the brand experience, who need to feel the brand. That word-of-mouth spreads through their social networks and continues to be a positive conversation [about Burberry] . . . that is so powerful," said Ahrendts.
There has been mixed reactions to Burberry’s new website. Read more here. And for our take on luxury brands using social networking sites, read the MO Down for June 29 (It’s The Battle Of The Brands On Social Networking Sites).