British luxury fashion brand Burberry China expects a sales boost thanks to a collaboration with Chinese pop star Kris Wu.
Despite the slowdown of luxury spending in China, the market remains one of Burberry’s most important markets globally, accounting for a quarter of the brand’s sales.

Having Wu, a Chinese-born Canadian rapper, as its brand ambassador and clothing collaborator, Burberry has strongly increased its sales in China and across wider Asia, according to analysts.
Burberry is due to release its latest sales figures this week and analysts are tipping an increase in China sales of around 2 per cent, largely due to Wu. A former member of popular Korean band EXO, Wu has a built a huge fanbase and recognition across the globe.
One analyst has tipped group-wide sales growth of about 25 per cent, heavily influenced by the collapse of the pound.