British brand Burberry makes further China inroads

BEIJING - British brand Burberry is making inroads in China as Chinese consumers are contributing about 25 percent of its global sales.

Burberry Chief Executive Angela Ahrendts told Xinhua that 15 percent of the company's global sales have recently been coming from its stores on the Chinese mainland and 10 percent from stores outside the mainland where Chinese consumers have been recorded as shopping.

The brand's famous camel, red and black plaid is displayed in its 70 stores in 35 Chinese cities. With red being a popular color in Chinese culture, this reflects Burberry attaches great importance to the Chinese market, according to Ahrendts.

She said Burberry's investment in China has exceeded $50 million and its sales in the country rose about 20 percent in the year ended March 31, accounting for 14 percent of its retail and wholesale revenue in those 12 months.

The company plans to open 25 stores in 2014 and the majority will be in China and Latin America, she said, adding that the the fashion firm's flagship Asia store will open in Shanghai in December.

Meanwhile, the company has strengthened online promotion. It has stepped up cooperation with Chinese internet companies including Baidu and Sina and plans to work with Taobao and Alibaba for promotion in the beauty and fragrance market, said Ahrendts.

The company also offers online customized services for private clients, she said, with it possible for personalized garments to be delivered to Chinese clients from Italy or the UK in eight weeks.