Jenny Chan 陳詠欣
Feb 18, 2015

Burberry finds Chinese-speaking markets hard to please

CHINA / HONG KONG - Rather than good fortune, Burberry's special-edition scarf for Chinese New Year has brought the brand grief not only in China, but also in Hong Kong.

Two months ago, the luxury clothier released a scarf featuring the Chinese character Fu 福, which means blessings and prosperity. The wool scarf, which otherwise looks like a normal Burberry scarf, was available in three colours and priced at 5,750 RMB US$919. 

Many Chinese consumers did not appreciate the gestureand not only because of the obscene price. 

While many Western brands incorporate the new year's...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Spikes Asia’s See It Be It finalists revealed
Premium
2 days ago

Spikes Asia’s See It Be It finalists revealed

Ten inspiring women in creative positions have been chosen to take part in the acceleration programme for future leaders.

Premium
How Chinese liquor brand Moutai is using Costco to thwart speculators
Premium
2 days ago

How Chinese liquor brand Moutai is using Costco to ...

Ahead of the mid-autumn festival, mass lineups returned to Costco as 10,000 bottles of Moutai were sold out in the supermarket within two days.

Premium
KFC wants to plan your wedding
Premium
2 days ago

KFC wants to plan your wedding

A new campaign from Ogilvy Sydney is giving Aussie couples the chance to ‘put a wing on it’.