Burberry launches social networking site

Luxury Goods | Luxury Marketing

Burberry has launched its own social networking site called Art of the Trench.

The marketing strategy behind the move is simple – to help deepen the brand connection with existing customers and provide a new avenue to help draw-in future customers or those who’ve purchased accessories or perfume but not yet traded up to the brand’s fashion offering.

Called artofthetrench.com, the site will formally open in a few days featuring users sending in pictures of themselves wearing Burberry trenchcoats. To get things started the company has hired Scott Schuman, fashion blogger – The Sartorialist, to populate the site in his inimitable style. Nice work.

The company already has 685,000 fans on Facebook (up 25,000 in 2 weeks) – more than any other luxury brand – and 3,155 followers on Twitter after launching at the end of July, so this is just the next stage in expanding their social networking involvement and continuing to build expertise in digital marketing.

Although revenue is down, Burberry management are considered to have done a good job in guiding the company through the global financial crisis. The company entered London’s FTSE100 index earlier this month (exchanging with a company that delisted) and is valued at just over £2bn (A$3.64bn).

This is good luxury marketing, take a look for yourself: www.artofthetrench.com