Burberry is gearing up to make a splash in the Chinese market with its highly anticipated autumn/winter 2020 fashion show set to take place in Shanghai on April 23. This move is part of the luxury fashion house’s strategic plan to elevate its presence in China through a series of exclusive events and initiatives throughout the year.
Unlike its main London Fashion Week event, the Shanghai show will unveil new and unique designs specifically tailored for Chinese consumers, offering them the opportunity to purchase these exclusive pieces in the local market. By bringing the show to Shanghai, Burberry is showcasing its dedication to engaging and captivating luxury shoppers in China, a market that plays a crucial role in driving the growth of the luxury sector globally.
In addition to the fashion show, Burberry is set to open a groundbreaking “social retail store” in Shenzhen Bay, in collaboration with Tencent, a leading Chinese technology company. This innovative retail concept will provide luxury consumers with an immersive shopping experience that aims to strengthen their emotional connection with the brand. Burberry’s CEO, Marco Gobbetti, highlighted the brand’s commitment to continuous inspiration and high-visibility touchpoints as part of its growth strategy in China.
Creative chief Riccardo Tisci, the visionary behind Burberry’s new aesthetic direction, expressed his enthusiasm for presenting the brand’s vision in China in fresh and inventive ways. The show in Shanghai will serve as a milestone for Tisci and the Burberry team, celebrating their collections and progressive outlook in one of the most vibrant cities in the world. This event marks the beginning of an exciting new chapter for Burberry as it embarks on a journey of expansion and innovation in the Chinese market.
This article was inspired by Vogue. To read more about Burberry’s expansion in China, click here. For more information on Burberry’s collaborations and partnerships in the Chinese market, check out this article here.
