How Can Luxury Brands Enhance Brand Attractiveness In The Depressed Asian Market?

When the weak demand in China and Hongkong makes all luxuries manufacturers suffer hardships, Boboli's position is more unfavorable.

The price, which is priced at 1995 pounds and 30% of trench windbreaker manufacturers, comes from Chinese consumers, while Japan accounts for only 2% of revenue, though many Chinese are shopping here.

Group Burberry recently announced that all product lines would be returned to an individual to enhance brand attractiveness, and of course they did more than that.

Christopher Bailey Bailey, the chief executive and creative director of the brand, said that by the end of 2016, Boboli would gradually eliminate Prorsum, London and Brit product lines and put it under a brand, so that consumers could better understand the value of the brand.

Bailey also said that the new brand named Burberry will focus on the British roots of the company and emphasize its design and development in London.

"We believe that this will provide our customers with a more concise and intuitive image," Bailey said. "This is not just a facade.

This is a tremendous change. "

At the same time, Burberry will also invest in a new factory in Liz, UK, and part of the windbreaker will be moved back to Leeds.

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The amount of investment exceeds 50 million pounds (about 7700 million US dollars), providing conditions for the company to produce more trench windbreaks, and will create job opportunities for 1000 people.

In September of this year, Burberry launched a music channel with Apple, becoming the first luxury brand to appear on Apple Music.

Although Burberry seems to have nothing to do with the music industry, music has long been targeted by Burberry. Bailey said: "music can attract more young people and help spread the core information of the brand."

And this time to join Apple Music, Christopher Bailey said this is the extension of the Burberry Acoustic, which was created by the brand 5 years ago.

Burberry plans to pform its Japanese brand into an international brand in August this year.

We are committed to providing the most clear brand image.

This enables our customers to have an uninterrupted experience in Burberry whenever they want to shop.

Christopher Bailey, chief creative officer and chief executive officer of Burberry, said.