Having a strong digital strategy has put Burberry ahead of luxury competitors even before the coronavirus crisis hit the purchasing behavior of China’s consumers, says business analyst Shaun Rein to the BBC.
Retail analysts praised Burberry for the hybrid store which combines online shopping with traditional bricks-and-mortar retailing.
“Burberry has been savvy and ahead of the curve in understanding the importance of social media and e-commerce in targeting Chinese consumers,” said Shaun Rein, founder of the China Market Research Group.
“Too many luxury brands focus on bricks and mortar and the in-store experience only while Chinese want to shop online.”
Luxury brands have been selling strongly in China as residents can’t travel overseas on expensive foreign shopping sprees due to coronavirus travel restrictions.
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