Luxury fashion brand Burberry is making a bold move by unveiling its autumn/winter 2020 collection in Shanghai, China on April 23. This decision reflects Burberry’s dedication to the Chinese market and its recognition of its immense importance. Rather than replicating its main London Fashion Week show, the Shanghai event will feature new looks specially designed for the occasion, available exclusively for purchase in China. Burberry aims to captivate luxury consumers in China and solidify its position in the Chinese market, which has become a primary focus for the brand in 2020.

Like many other luxury brands, Burberry has set its sights on the rapidly growing Chinese market, as it accounts for a significant portion of the brand’s overall sales. To kick off the year, Burberry launched a Lunar New Year campaign and a limited-edition capsule collection, accompanied by an online game to celebrate the Year of the Rat. Additionally, Burberry plans to open a “social retail store” in Shenzhen Bay later this year, as part of its exclusive partnership with Chinese tech giant Tencent.

CEO Marco Gobbetti expressed Burberry’s commitment to establishing a deeper emotional connection with luxury consumers, constantly inspiring them. The Shanghai show is just one of the many exhilarating events planned for the year, as Burberry embarks on the next phase of its transformation. Creative Chief Riccardo Tisci echoed this sentiment, expressing his excitement in having the opportunity to showcase Burberry’s vision outside of London and celebrate their collections and new attitude in one of the most revolutionary and inspiring cities in the world.

Burberry’s decision to present its collection in Shanghai underscores its understanding of the Chinese market’s significance and determination to engage with Chinese consumers. By creating exclusive looks for this show, Burberry hopes to generate enthusiasm and appeal among Chinese luxury shoppers. Furthermore, with plans to establish a social retail store and form collaborative partnerships with Chinese tech giant Tencent, Burberry strategically positions itself to capitalize on the tremendous growth opportunities in this thriving market. It is evident that China plays a pivotal role in shaping the future of the luxury sector as it continues to evolve.

Useful links:
Forbes: Burberry Takes a Digital Catwalk to China for AW 20 Show
South China Morning Post: Burberry Staging Major Fashion Event in China with Shanghai Show