Burberry has launched a service on Chinese social-messaging platform WeChat to celebrate the Lunar New Year, along with introducing an assortment of gifts.
Building on its longstanding partnership with WeChat, the Burberry account now features interactive messaging for its followers. “A Lunar New Year Gift” invites users to tap, swipe and shake to unwrap some of the featured gifts. Users can also create and personalise digital Lunar New Year envelopes to send to friends and family.
WeChat users in China also have a chance to win limited-edition physical Burberry Lunar New Year envelopes.
Burberry first partnered with WeChat in February 2014 by launching a personalised platform during the brand’s womenswear show in London, followed by an exclusive WeChat experience for its event in Shanghai two months later. Followers were able to interact with a series of London and Shanghai skylines by shaking, swiping or tapping their devices before the event. After the shows, interactive event panoramas could be activated, allowing users to immerse themselves in 360 degree views of the London and Shanghai sets.
Burberry’s gift assortment for the season highlights iconic products in a special colour palette of blues and pinks, together with the iconic Parade Red and flashes of gold. It includes Scottish-woven cashmere scarves that can be personalised with up to three letters, and English trench coats for men and women. Burberry’s signature tote, The Banner, is also available alongside men’s backpacks, leather wallets and cashmere Thomas Bear key charms.
Burberry Lunar New Year gifts are also available in store as well as on Burberry.com. Customers who shop on line can use the Collect-in-Store service to pick up their order at the Burberry store of their choice. Burberry’s Lunar New Year envelopes can also be found in stores.
Established in 1856, Burberry is a global British luxury brand headquartered in London with five divisions: men’s, women’s, children’s, accessories and beauty.