Burberry’s new designer transforms the storied brand with new logo and monthly digital product debuts
- The luxury British brand lures tech-savvy Asian shoppers with high-priced T-shirts and sweatshirts on popular chat apps
The British luxury clothing brand Burberry’s strategy of reaching out to its young and tech-savvy audience in Asia on social channels – a medium online consumers rule – is proving extremely popular.
The 162-year-old brand’s debut of its monthly limited-edition collection on mobile chat apps WeChat, Line and Kakao that are popular in China, Japan and South Korea, and Instagram, was a hit.
The company said the new launches, called B Series, which will take place on the 17th of every month, have been inspired by chief creative officer Riccardo Tisci, the ex-Givenchy star who joined Burberry in March.
Tisci was also behind Burberry’s new logo which was launched ahead of his debut “Kingdom” collection in September.
“The October series sold out rapidly in China, with T-shirts and sweatshirts particularly popular among consumers,” Julie Brown, Burberry’s chief operating and financial officer, said during a conference call on Thursday after the company’s results for the first-half ending September. “The products were sold out within the first four to five hours in China, Korea and Japan.”
The next launch is on November 17.
