CHINESE CHEER: The news out of China this week has been bleak: Weak manufacturing data, a further devalued yuan and stock exchange trading suspended twice in three days amid fears of an economic slowdown.
In the midst of it all, Burberry is looking to bring some cheer to the consumers with a special WeChat app to mark the two-week Chinese Lunar New Year holiday, which begins on Feb. 8.
A Lunar New Year Gift is the name of the interactive messaging service that will allow users to “unwrap” the brand’s products via tapping, swiping and shaking. They can also create a personalized digital Lunar New Year envelope to send to friends and family.
Users can also win an actual limited-edition Burberry Lunar New Year envelope.
The Burberry gift assortment for the season includes Scottish-woven cashmere scarves that can be personalized, and Made in England trenchcoats for men and women.
Burberry’s signature tote, The Banner, is also available as part of the offering alongside men’s backpacks, leather wallets and cashmere Thomas Bear key charms.
Burberry teamed with WeChat in February 2014 during its women’s rtw show and during an event in Shanghai in April 2014.