Classic fashion brand, Burberry, has announced it will soon be launching an online community for consumers. artofthetrench.com will be live from October and will ask consumers to send in photographs of themselves wearing the iconic Burberry mac.
This seems like a great idea and Burberry is obviously becoming savvy to the power of e-commerce and social media. I’m looking forward to seeing how they utilise this online community once it has launched. Community is all about adding something extra, adding value and being genuinely engaging. Burberry is leading the way with this community, but I wonder how it will work in practice? They already have the critical mass of over 600,000 fans on their Facebook page – but how will this translate into a community?
As a brand, Burberry have gone from classic to chav then reinvented themselves as cutting edge British fashion. I think if anyone can pull it off, then they can.
