High street fashion retailer New Look has launched an online community called myLook which will allow customers to have their say on the business strategy.

The online community will allow users to discuss thoughts, give opinions on the latest trends and suggest improvements to the brand. The ideas shared by the users will then be presented to the board as part of the brand’s direction and strategy.

New look has invited everyone in their database to join the community, but will filter the interested participants. Five hundred people are already involved, and they hope to reach the two thousand mark.

New Look’s head of brand planning and customer insight, Oliver Lucas, said, “This site means we have lots of people who are our eyes and ears. But it’s a two-way deal. We get people ready to take part in research quickly, in return for social recognition and rewards, as well as having an influence on the brand.”

Online communities have been one of the key success stories for the web, it is great to see that they are now been used by big brands to interact with their customers.