Burberry, the fashion brand that has gone from classic to cutting edge, is to launch its own social networking site next month. The clothing group hopes the move will deepen its relationship with customers and attract new devotees.

Called artofthetrench.com, the site will initially feature users sending in pictures of themselves wearing Burberry trenchcoats. The company already has more than 660,000 fans on Facebook – more than any other luxury brand, it claims.

In a video interview with the FT, Angela Ahrendts, chief executive, said: “These might not even be customers yet. Or they may be a customer for a bottle of fragrance or for eyewear. But these are the customers who need the brand experience, who need to feel the brand. That word-of-mouth spreads through their social networks and continues to be a positive conversation [about Burberry] . . . that is so powerful.”