Burberry is taking its AW20 catwalk show to Shanghai as part of a wider programme of activities to forge greater awareness and connections in the Chinese market this year.
The AW20 collection will first be shown at London Fashion Week next month and will be presented in Shanghai on 23 April.
Burberry said that “driving engagement and inspiring luxury consumers in China is a key focus” for 2020 and the decision to stage a show in the country comes on the back of the creation of a dedicated campaign for Chinese New Year, along with a limited-edition capsule supported by a new online game in honour of the Year of the Rat.
Later this year, the British luxury house 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,” said CEO Marco Gobbetti.
Chief creative officer Riccardo Tisci, who has been re-imagining the Burberry vision since he arrived from Givenchy in March 2018, added: “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.”