BURBERRY launching its own social networking web site

BURBERRY has embarked on a comprehensive strategy to increase its awareness on the internet. Called artofthetrench.com, the site will post photos sent by users wearing a Burberry trench coat. Burberry currently has over 660.000 fans on Facebook, more than any other luxury brand, it claims. The company CEO, Ms Angela Ahrendts stated that Burberry is currently in the middle of a three year strategy with a focus on the digital shift.

Unlike many other luxury brands, Burberry is one of the least affected by the international crisis. Sales in its own stores remained stable in the last three months, while wholesales dropped by 28%. The online sales which were launched in 2006 are outperforming some flagship stores by 3 to 2.