Burberry reaches the affluent consumer online with Artofthetrench.com
There has been a lot said by experts on luxury brands versus social media. Though a lot of high-end brands are still focusing more on their brick and mortar empires than the online world, there are these few upscale brands that are realizing the importance of making their brand’s presence felt in the online world rather than just sticking with their flash sites. Burberry, the luxury brand known for its iconic trench coat, is all set to launch its hotly anticipated new social networking site, Artofthetrench.com. This new site is specially designed to celebrate the 1940s nostalgia, with fashionistas able to submit their own photos and stories of their first trench coat for inclusion on the site. Christopher Bailey, creative director of Burberry says, “Everybody has a different story related to their coat or the first time they came into contact with one – I love the idea that people from all over the world can share those stories and images with each other and all the different attitudes and expressions of the Burberry trench coat and the people who wear it.” The users will be able to share their photos and stories, comment on their favorite posts and share them across Facebook and Twitter to bolster their online growth. “A study by New York University’s Stern School of Business, shows that just 33 percent of luxury brands were selling online a year ago, compared to 66 percent now.” Earlier Fabergé, known for its jewel-encrusted Easter eggs, took the plunge into the jewel market with online jewelery sales in September. And there are brands like Gucci and Ralph Lauren, which are looking to capture the iPhone generation with their lifestyle iPhone apps.