Burberry Jumps On Chinese New Year Bandwagon

Limited-Edition Line Available On Burberry.com

Following just about every other luxury brand in releasing special Chinese New Year editions, Burberry recently rolled out a campaign aimed at getting Chinese customers to part with additional cash just in time for the holidays. Offered in just about every shade of red imaginable, Burberry is promoting a special version of its Blaze Bag — part of the S/S 2013 collection — as well as small leather accessories and scarves in a “Chinese New Year Gifts” section on its website. The items will also be available in brick-and-mortar Burberry stores, as will personalized “red envelopes” (红包), which staff will hand out to customers around the holiday, which falls on February 10 this year.

Along with its in-store and website promotional efforts, Burberry is also celebrating Chinese New Year on its official Chinese social media accounts, and this week released a video featuring its localized line:

Considering the Chinese government’s ongoing campaign against high-end gift-giving and luxury advertising, Burberry’s China-facing efforts — genuine as they may be — seem somewhat out of step with the current luxury environment, at least in Beijing. To Burberry’s credit, at least its special-edition line isn’t covered with gold-and-rhinestone snakes.