Burberry to take its autumn/winter runway show to Shanghai
Luxury fashion brand Burberry has announced plans to take its autumn/winter 2020 runway show to Shanghai.
Due to take place on 23 April, the show will be part of a dedicated programme of activities that the brand is running in China this year as it looks to drive engagement with luxury consumers.
Burberry began the year in the country with a dedicated Lunar New Year campaign and limited-edition capsule collection supported by a new online game in honour of the Year of the Rat. Later in 2020, Burberry will open a social retail store in Shenzhen Bay as part of an exclusive partnership with Chinese technology company Tencent.
The fashion show will include womenswear and menswear and new looks designed specifically for the event.
Marco Gobbetti, Burberry chief executive, said: “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.”
