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Fashion in Hong Kong and China

Burberry records big WeChat win in China, as luxe brand boosts sales thanks to high-end advertising rethink

In the second quarter, Burberry’s global sales jumped 4 per cent thanks to its advertising push on the Chinese social media app

PUBLISHED : Monday, 17 July, 2017, 5:00pm
UPDATED : Tuesday, 18 July, 2017, 5:58pm

In a bid to reinvigorate sales in the massive Chinese market, British luxury fashion brand Burberry has, this year, ramped up advertising on China’s popular social media app WeChat. It’s a strategy that’s paid off handsomely for Burberry, which saw a 4 per cent rise in overall sales in the second quarter. That’s more than expected, thanks largely to a resurgence in China, where sales had slowed in recent years.

Analysts note the company boosted spending on the WeChat app, which has almost a billion users in China and serves as a multipurpose app, combining social media and shopping services.

The company says its advertising campaign on WeChat for the launch of a new bag – the DK88, which retails for almost US$2,000 – saw its customer reach triple on the app. The sales growth in the country was in the mid-single digits above the global growth rate.

Burberry launches DK88 bag collection

Ken Odeluga, an analyst for City Index, says that focusing so heavily on WeChat is a strategic move that competitors in luxury goods have yet to make. Some companies prefer to focus on physical stores to preserve the aura of luxury. Also, some online shopping sites have been accused of selling fakes.

Burberry has prided itself on combining digital marketing with sales, such as allowing shoppers to immediately buy online what they see on the catwalk during a fashion show.

The company says that the WeChat advertising is only one part of its overall sales strategy, which included new physical stores.

Brands embrace technology to keep brick-and-mortar outlets real for customers

“The company says they are seeing ‘top customers returning’ to their stores,” says Steve Clayton from HL Select UK Growth Shares. “In other words, the Chinese are spending again,” he says.

Investors welcomed the results, sending Burberry’s share price up 2 per cent to £16.11 (HK$165).

In Europe, Britain led the trend of steady sales growth, while demand in the Americas declined, partially due to the brand’s reduction of discounted products – an attempt to boost the image of Burberry as a luxury good.

“Burberry is attempting to recapture the magical quality which luxury purveyors strive for – which is brand value,” Odeluga says.