Luxury goods firm Burberry has confirmed it will launch its own social networking website, called Art of the Trench, as it bids to secure a growing online following.

Upon launching, the site will display images of everyday Burberry trench coat wearers around the world, captured by cult blogger Scott Schuman.

"This is another platform for Burberry to reach its fans," a company spokesperson told just-style today (17 September). "Burberry is already involved in social networking but this is the company's own site."

Burberry, which this month won promotion to the FTSE 100 share index in London for the first time in the company's history, reports to have 665,000 visitors on the popular social networking site Facebook.

"Our Facebook page is the biggest luxury brand site around," the spokesperson added.

In Schuman's own blog, called The Sartorialist, he posts images of fashion trends that people on the street are bringing to life. Prior to The Sartorialist he worked in sales and marketing for high-end women's designer collections including Valentino.

By Joe Ayling, news editor.