Burberry to Launch Trenchcoat Social Network

Posted on September 21, 2009

Art of the Trench

Sky News reports that Burberry plans to launch a social network that will be focused on trench coats. The site will be called artofthetrench.com.
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," she said.

"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."
Burberry's has hired Scott Schuman, author of The Sartorialist, to take photographs of people wearing trenchcoats. People will also be able submit photos of themselves wearing Burberry trenchcoats. Sky News says Scott Schuman and Burberry plan to create a "living online testament to trenchcoats."
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