There has been a big debate if “luxury brands” will ever enter the social media realm and I guess there’s no more debate because Burberry’s “Art of the Trench” is one social media campaign that is running out of the gates and leaving it’s competitors currently in the wind.





Burberry created ArtoftheTrench.com a microsite that displays street style photos of people in their Burberry trench coats. Now here are the kickers:

• -The microsite is connected to their Facebook Fan page via Facebook Connect that then tallies and records every: like, comment, and share this
• -Collaboration with street style photographer/blogger: The Sartorialist
• -Using The Kooks as music on their microsite. This definitely shows that Burberry is possibly targeting a younger and hipper demo. Looks like the Burberry plaid isn’t for your 50 year old grandma anymore.
• -Letting their guards down and opening it to user generated content. Luxury brands have always been scared to venture down this road because it can change the perception of one’s brand.

This was a well executed campaign for Burberry and if we see their competitors coming up behind quickly this should be a very interesting game in social media and in fashion.


[Burberry via MediaPost]