Burberry founder, Thomas Burberry, first designed the famous trench coat for British army officers in 1914. This 95-year-old fashion icon is Burberry’s top selling product and now has a social networking site dedicated to “the art of the trench.”
On Monday Burberry launched a social networking site, http://artofthetrench.com/. This site encourages viewers to submit pictures displaying them in their trench. They ask for participants to share their “trench coat” stories. The site features trenches all over the world on cyclists, children, in the rain and in Paris.
A majority of luxury good companies have been skeptical about getting on the web. They have been afraid that this non-traditional marketing tool would hurt their credibility. In the past, most believed that the web was for bargain buyers and counterfeit items. Now they are realizing that in order to reach their younger publics they are going to have to enter their turf, the Web.
During the current recession the $226 billion market for luxury goods saw an 8 percent drop. The market is expected to begin to grow once baby boomers retire and younger workers take their place.
Social media has made an impact on our lives and is now moving into our closets. It has become an ideal branding tool and has become another business strategy that we, as public relations practitioners, have to utilize better than anyone else out there.
This guest blog was written by PRowl Public Relations staff member, Josie Fox.