Visitors at the Burberry booth at the CIIE. [Photo provided to chinadaily.com.cn]
British fashion house Burberry, in its fourth consecutive year of participating in the China International Import Expo (CIIE), said that China remains one of its most significant markets globally and that the event has become a vital platform for idea exchange and connection-building.
Josie Zhang, president of Burberry China, said: "We are honored to participate in the CIIE for the fourth consecutive year. Over the years, CIIE has become one of China's most important platforms to build and strengthen understanding and collaboration between China and the world. This becomes ever more important in today's world, and we look forward to exchanging ideas and making connections at this year's event."
The company showcased its latest winter designs at the expo with its storied history and the archival pieces that inspired the new collection.
Burberry also introduced an interactive experience for visitors at this year's CIIE.
Visitors can bring their gifted postcards to the Burberry booth at the CIIE to collect a stamp as the first "check-in" point. By visiting a second stop, Burberry's store at Plaza 66, and collecting another stamp, they are eligible to receive a special souvenir.
The brand recently opened a new flagship store at Sanlitun Taikoo Li, a premier shopping destination in Beijing, to further reinforce its presence in the Chinese market. For the first quarter of its fiscal 2025, the company posted a retail revenue of 458 million pounds ($594 million).
"China remains one of our most important markets globally, and the opening of new stores here demonstrates our confidence and long-term commitment," Zhang added.
Burberry recently opened a new flagship store at Sanlitun Taikoo Li in Beijing to further strengthen its presence in the market. [Photo provided to chinadaily.com.cn]
The Chinese market plays a pivotal role in the global luxury goods industry.
According to the "2024 China Luxury Market Insights" released by Tencent Marketing Insights and Boston Consulting Group in September, luxury spending by consumers on the Chinese mainland is projected to reach 572 billion yuan in 2024, representing a year-on-year growth of 4 percent.
Over the past five years, China's contribution to the global luxury market has remained stable at 20 percent to 25 percent, said the report.
The flagship store spans three floors and features a dedicated scarf section, ready-to-wear collections, outdoor apparel, and a selection of homeware.
To better engage with local consumers, Burberry has focused on immersive experiences and personalized interactions both in-store and online.
Last year, Burberry launched a limited-time boutique, "Burberry Rose," at Shanghai's Happiness Lane, centred around Creative Director Daniel Lee's debut collection.
The boutique collaborated with local eatery Norman's Café to offer a limited-edition British menu, creating a unique cultural experience for visitors.
