Burberry made two huge moves this month to further dig in its heels in China’s luxury market. It opened a three-story flagship in China’s Kerry Center modeled after London’s Regent Street store, and a branded Tmall shop. In a smart move, Burberry combined promotional efforts for the two ventures, throwing a celebrity-filled bash at the store and asking Sina Weibo fans to spread the word for a chance to attend.
A Burberry rep had said the store’s goal is to bring as much of London as possible to Shanghai, hence the event title “London in Shanghai”. Prior to the event, Burberry launched a contest on WeChat, with an interactive video and instructions on how to slide, shake, and touch phones to win. And on April 23, Burberry announced the launch of its Tmall store through a contest on Tmall’s Sina Weibo account, asking fans to repost the news for a chance to win an invite.
Both social and in-store promotions were a hit. The latter had a performance portion ending with model Cara Delevigne flying off the stage in a Burberry umbrella, and Burberry distributed photos through Vine, Twitter, Facebook, and Asia’s largest mobile messaging platform, WeChat. The Sina Weibo campaign had 1,500 shares in just a few hours.
Analysts have suggested Burberry could lose its luster by appearing on hub of gray market retail and discounts, Tmall. But judging by the event and strong Sina Weibo following, the luster is here to stay.
For more on how Fashion brands are navigating Tmall and other digital marketplaces in China, look out for our upcoming Digital IQ Index: Fashion | China.