Digital initiatives mark Burberry's move into mainland China

With luxury retail sales growth in China predicted to slow further this year, brands are looking for innovative ways to keep their customers engaged.

British brand Burberry has always been at the forefront of digital innovation by creating interactive initiatives such as live-streamed catwalk shows, social media campaigns and online communities. This strategy has paid off, especially on the mainland, where it recently revealed double-digit growth, as revenues grew by 20 per cent.

Since the brand regained control of its licences on the mainland in 2010, it has launched a number of digital initiatives that have resonated with Chinese consumers.

In 2011, it hosted its first major official event in Beijing, featuring a fashion show that blurred the lines between the virtual and physical worlds, using holograms, computer- generated graphics and video.

Last August saw the arrival of the fourth global edition of The Art of the Trench Project in Shanghai, which is based on its website of the same name and features images of people wearing its iconic trenchcoat.

The next step in the label's digital revolution includes the rolling out of more tech-infused stores, the latest of which opened in Shanghai's Kerry Centre last week.