Burberry is pleased to announce it will be taking its Autumn/Winter 2020 collection to Shanghai on Thursday 23 April.
As part of a dedicated programme of activities the fashion house has planned in China this year, the men’s and women’s show will include new looks designed specifically for the event that will be available to purchase exclusively in the market.
Driving engagement and inspiring luxury consumers in China is a key focus for Burberry in 2020. Burberry began the year with a dedicated Lunar New Year campaign and limited-edition capsule supported by a new online game in honour of the Year of the Rat. Later in 2020, Burberry will open a social retail store in Shenzhen Bay as part of an exclusive partnership with Chinese technology powerhouse Tencent. Blending social media and retail, the store will offer unique experiences that connect luxury consumers’ social and online lives to their physical environments – enabling them to interact, share and shop.
“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.”
Marco Gobbetti, Burberry Chief Executive Officer
“My first years at Burberry were focused on establishing and defining my new identity for the house. 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.”
Riccardo Tisci, Burberry Chief Creative Officer
