Luxury brand Burberry will launch a social networking site next month.
The site, artofthetrench.com, will initially feature users sending in pictures of themselves wearing Burberry trench coats.
The retailer said it already has more than 660,000 fans on Facebook.
Chief executive Angela Ahrendts told the Financial Times: “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.”