Burberry targets young Chinese consumers - leatherbiz: Leading news si Leatherbiz

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Burberry targets young Chinese consumers

14/01/2020
Burberry targets young Chinese consumers
Leathergoods and luxury brand Burberry has launched a new online game called Ratberry to appeal to young consumers as part of its 2020 Chinese New Year (CNY) campaign.

The game builds on the success of B Bounce, Burberry's first online game launched in October 2019.

In the new game, Ratberry is the central character in a world inspired by the limited-edition Thomas Burberry Monogram motif in honour of the Year of the Rat.

Burberry has also released Lunar New Year stickers on WeChat, featuring Ratberry and products from the CNY capsule collection.

The broader campaign stars brand ambassador Zhou Dongyu alongside models He Cong and Liang Jiyuan, and includes vivid red handbags and scarves.

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