Burberry has tapped into the growing market of Chinese luxury consumers with the launch of a brand new Lunar New Year campaign.
The marketing campaign – shot and directed by photographer Ethan James Green, stars Chinese actresses and first-time Burberry brand ambassadors Zhao Wei and Zhou Dongyu – celebrates family traditions and togetherness during the festive period.
It comes as the heritage British retailer continues to reaps the benefits of a growing luxury market in China.
The fashion house is not only highly exposed to the Chinese market, but it has also benefited from an uptick in Chinese tourists visiting the UK in recent years to take advantage of the weaker sterling and do some luxury shopping.
In its half-year results for the period ending September 29, Burberry’s operating profit shot up 36 per cent year-on-year to £173 million, which was in part boosted by its Chinese market and tourists.
Chinese New Year takes place next month.Click here to sign up to Retail Gazette’s free daily email newsletter