Burberry Goes into the Social Media Trenches: Art of the Trench

by Blaine Metzgar | September 24, 2009 at 03:01 pm

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Burberry, the chav staple, is going into the trenches of social media embarking on a new social networking venture called Art of the Trench. The century old brand is getting with the times and unveiling artofthetrench.com, a social networking site devoted to avid Burberry fans who submit photos of themselves wearing the brand's famed trench coats. Creative director Christopher Bailey has already commissioned Scott Schuman of The Sartorialist to photograph people donning the trenches on the streets in major cities for the website scheduled to debut in October.

Beyond that, Burberry's Facebook fan page has already accumulated 600,000 fans, apparently more than any other luxury brand.

Angela Ahrendts, chief executive, said: “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.”

Furthermore, the traditional British brand also offered a live stream of their Prorsum line's Spring/Summer 2010 runway show on live.burberry.com.

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