Burberry Special Chinese Scarf Is Hot.

In order to seize the huge Chinese luxury market, the major fashion brands have been stationed in the mainland. With the advent of the lunar new year, even the merchandise design has launched a special Chinese New Year holiday. Western luxury brands are eager to please the Chinese consumers, and the trend of seizing market share is becoming more and more intense.

Recently, the British luxury brand

A limited edition scarf of the Spring Festival was introduced, with a large red "Fu" embroidered on its trademark coffee, beige and black tartan, apparently to cater to the Chinese's love for "good color head".

On the Burberry China official website, the "Fu" scarf is priced at 5750 yuan, which is 850 yuan more than the ordinary scarf.

However, some netizens said that after Burberry embroidered the Chinese word "Fu", it became more like a Shanzhai product in the wholesale market. Moreover, the word "Fu" did not invert, and it also lost the meaning of "Fu Dao" and appeared neither fish nor fowl.

Burberry is not the first luxury brand to cater to mainland consumers. For example, Hermes has launched a Birkin bag with 5 star red flags. Gucci also launched the "Spring Festival Limited red" handbag in 2014.

In recent years,

China's special products have always been unable to get rid of the stereotype of the red gold collocation and lunar calendar.

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Then design is very important.

For example, the JOHNNIE WALKER blue Scotch whisky, which is based on the characteristics and meaning of sheep, has been published in Taiwan limited edition. Only four bottles of wine bottles can be seen to display the picture of "three sheep opening up". But because "4" is not an auspicious number in China, consumers are more willing to buy only one bottle.

Luxury brands need to be more cautious in launching the Chinese special fund. The first thing is to maintain brand aesthetic culture and product characteristics. For foreign brands, cooperation with Chinese artists and designers can win more chances for the market.

China's luxury market is not so simple. Consumers with vision and knowledge will always hesitate to point out the cultural mistakes made by their products.