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    Burberry Jumps On Chinese New Year Bandwagon

    Following just about every other luxury brand in releasing special Chinese New Year editions, Burberry recently rolled out a campaign aimed at getting Chinese customers to part with additional cash just in time for the holidays.
    Burberry's "Chinese New Year Gifts" section
    Jing DailyAuthor
      Published   in Fashion

    Limited-Edition Line Available On Burberry.com#

    Following just about every other luxury brand in releasing special Chinese New Year editions, Burberry recently rolled out a campaign aimed at getting Chinese customers to part with additional cash just in time for the holidays. Offered in just about every shade of red imaginable, Burberry is promoting a special version of its Blaze Bag -- part of the S/S 2013 collection -- as well as small leather accessories and scarves in a "Chinese New Year Gifts" section on its website. The items will also be available in brick-and-mortar Burberry stores, as will personalized "red envelopes" (红包), which staff will hand out to customers around the holiday, which falls on February 10 this year.

    Along with its in-store and website promotional efforts, Burberry is also celebrating Chinese New Year on its official Chinese social media accounts, and this week released a video featuring its localized line:

    Considering the Chinese government's ongoing campaign against high-end gift-giving and luxury advertising, Burberry's China-facing efforts -- genuine as they may be -- seem somewhat out of step with the current luxury environment, at least in Beijing. To Burberry's credit, at least its special-edition line isn't covered with gold-and-rhinestone snakes.

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