Burberry to showcase ‘new collections and attitude’ in China
17/01/2020
Following on from a dedicated campaign and products for Chinese New Year, it has announced it will be showing its Autumn/Winter 2020 collection in Shanghai on 23 April.
It will include new looks designed specifically for the event that will be available to purchase exclusively in that market.
Later in 2020, Burberry will open a social retail store in Shenzhen Bay as part of an exclusive partnership with Chinese technology group Tencent. Blending social media and retail, the store will connect luxury consumers’ social and online lives to their physical environments, enabling them to interact, share and shop.
Burberry CEO Marco Gobbetti said: “Over the next 12 months we will be focusing our communications on the highest visibility touchpoints to deepen the emotional connection we are building with luxury consumers. We want to continually inspire our customers.
“The show is the latest in a series of exciting events we have planned this year in China, one of our most important markets, as we set out on the next phase of our transformation.”
Riccardo Tisci, Burberry’s chief creative officer, said: “Now we are ready to take this vision outside of London in new and exciting ways. Doing a show in China is a first for me. It’s a country that has always been so supportive of me and the moment will be a culmination of everything the teams and I have been working towards since I first started. It will be a celebration of our collections and our new attitude in one of the most innovative and inspiring cities in the world.”
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