High end brand Burberry, most known for their trench coats but also for their sunglasses and fragrances, has started a social networking site called artofthetrench.com. The site will feature pictures of people in Burberry trench coats in the hopes of getting people to want to actually own a Burberry trench coat (what a crazy idea). Some have speculated that this is not a lucrative business venture on the part of Burberry, however, Chief executive Angela Ahrendts remains optimistic that the site will help introduce new customers or customers only familiar with the Burberry sunglasses or fragrances to the very chic Burberry trench.