Burberry Banks on Social Media Love for their Iconic Trench Coat

Reuters reports this morning that the luxury goods brand, Burberry is introducing its nearly 100 year old Trench coat to social media. The Web site, artofthetrench.com, will allow members connected via Facebook to submit images and stories about Burberry trench coats and share them with one other...The Web site, artofthetrench.com, will allow members connected via Facebook to submit images and stories about Burberry trench coats and share them with one other.

What do you think of stalwart retailers using the social space for their goods? Will they see a benefit?