Think Burberry, and images of impeccable trench coats (alongside their infamous plaid print) comes to mind. So how can a company who already has a great reputation in the industry strengthen their brand equity and obtain an avant-garde edge? Well, the answer for Burberry seems to be social networking.
Their newest venture Art of the Trench, a website in collaboration with street style photographer Scott Schuman - the face behind The Sartorialist, depicts a "living document" of the Burberry trench out on the streets, fitted on the shoulders and arms of regular people... who also happen to be extremely stylish. Customers are allowed to rate, comment, and share the photos they like. Using customers and a photographer respected by the masses for his eye on street fashion to communicate ways to wear Burberry's signature piece to others - pretty ingenious right? I'd say so. And the music selection is pretty spot on as well. (!)
A video of how it all works:
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