Burberry’s Artofthetrench.com is a crowdsourcing site that showcases a catalogue of street style photographs of people wearing Burberry trench coats.
The attraction of this social platform, unlike most luxury brand marketing is that is aspirational without the use of celebrity endorsements that can sometimes be construed as snobbery to the consumer.
It shows real people that haven’t been styled by a creative team.
The trench of course, is the iconic wardrobe staple that the brand is best known for, therefore this site directly relates to Burberry’s heritage.
The site also acts as a global forum where users can upload photos of themselves wearing their own Burberry coat & other users can rate their picture, this is an idea that is borrowed from popular style website Lookbook.