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Exclusive Burberry looks for China

British luxury brand Burberry plans to unveil its Fall/Winter 2020 collection during the London fashion week on February 17, followed by a reprise of the collection in Shanghai on April 23. The show in Shanghai will include exclusively designed new clothes that will only be available in China.

Burberry and the Chinese market

The fashion show in Shanghai is the latest in a series of exciting events in China this year. China is one of Burberry's most important markets and therefore a key focus in 2020. The fashion House began the New Year with a limited-edition capsule collection supported by an online game in honor of the Year of the Rat. Later this year Burberry will open a social retail store in Shenzhen Bay as part of an exclusive partnership with technology powerhouse Tencent. The joined forces pioneered the concept of blending social media and retail, offering an unprecedented shopping experience to its luxury customers, enabling them to interact, share and shop.

A next phase of transformation

According to Chief Executive Officer, Marco Gobetti, Burberry has set out on the next phase of transformation with focus on communication to deepen the emotional connection with Chinese luxury consumers. For Burberry’s Chief Creative Officer, Riccardo Tisci this will be his first show in China but as he states: “it’s a country that has always been supportive of me and the Shanghai fashion show will be a celebration of our collections and our new attitude in one of the most innovative and inspiring cities in the world.”