Burberry hails China as one of its most important markets

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.