FOUNDED IN 1856, BURBERRY IS A GLOBAL LUXURY BRAND.
Chinese New Year 2021
Burberry has revealed its Chinese New Year 2021 campaign. The campaign stars models Liu Wen and Wang Xiangguo, and is captured by photographer Feng Li. The capsule collection is presented in a series of images that celebrate the majesty of the natural world. The campaign highlights the collection in classic Burberry check, featuring heritage Burberry trench coats and sports-influenced pieces, as well as new a new colour way of the Olympia bag.
Despite the challenging external environment, we made good progress on our strategic priorities in the quarter. We saw a strong increase in full-price sales. Our localised plans and digital capabilities helped drive growth in rebounding markets and we implemented our planned reduction in markdown. While the short-term outlook remains uncertain due to COVID-19, we are well placed to accelerate when the pandemic eases.
Burberry’s Future Archive is a limited-edition capsule collection inspired by the brand’s rich heritage. Designed by Riccardo Tisci, Burberry’s Future Archive is a unique capsule of modern Burberry signatures. The collection is limited edition and each piece has been designed exclusively, drawing on the rich heritage of outerwear, reinterpreted from classics within the Burberry archive.
Our purpose remains our guiding principle, from the products we design to the operational aspects of our business. It permeates the four pillars of our strategy: Product, Communication, Distribution and Digital, and their enablers, Operational Excellence and Inspired People.
Burberry has always been a brand of firsts, built on a belief that creativity has the power to open spaces. When it came to innovating around social and retail, China was the obvious place to go as home to some of the most digitally savvy luxury customers.
Our strategy focuses on rooting Burberry firmly in luxury fashion. We believe that by fostering the creativity that has driven our brand since its inception, we will introduce Burberry to new customers while delighting our existing customer base.
