Burberry’s quiet gamble on Tang Wei

In a move that barely rippled across Chinese social media, Burberry last week announced celebrated actress Tang Wei as its new beauty ambassador. The Weibo announcement garnered a mere 334 likes at the time of this writing – a whisper in China’s typically boisterous online arena. Notably, Burberry did not post the announcement on popular Chinese social media platform Xiaohongshu. And yet, this muted reception might be exactly what Burberry is banking on. The British luxury brand’s China strategy has been evolving. In November last year, it tapped Chen Kun, star of blockbusters like Mojin: The Lost Legend, as its brand ambassador. Now, by expanding Tang’s role from global brand face to ambassador, Burberry is cultivating a more refined, sophisticated image. Netizens praised Tang’s elegance and understated charm, which resonates with the brand’s quintessential British style, while others congratulated her for securing a dual endorsement from Burberry. “This makeup look is absolutely perfect for her – light, cool, and elegant,” Weibo user "Little genius who grew up drinking gas" (@喝汽油长大的小天才) commented. Tang, 44, brings international acclaim and a reputation for understated elegance to the table. Choppy waters Tang’s appointment aligns with Burberry’s global pivot under creative director Daniel Lee, marking a shift from streetwear influences back to heritage designs. This strategic pivot could bolster Burberry’s performance in China, where its Hero fragrance has climbed to become the third most popular men’s scent, according to Coty CEO Sue Nabbi. The British fashion house has been navigating challenging times: earlier this month, Burberry was removed from the UK’s FTSE 100 stock market index, signaling intensifying pressure stemming from declining sales and a wave of management changes. In July, former Michael Kors CEO Joshua Schulman succeeded Jonathan Akeroyd as Burberry’s CEO, while early September saw two key executive appointments: Jonathan Kiman, ex-head of marketing at Gucci and a key player at Versace, became Chief Marketing Officer (CMO), while Laura Dubin-Wander, former CEO of OTB North America with senior stints at Coach and Dior Couture, took on the role of President of the Americas. Quiet luxury? Tang’s appointment comes at a crucial time for Burberry Beauty. As luxury beauty brands jostle for position in China's competitive market, Burberry’s focus on elegance over exposure could pioneer a new approach. A major challenge lies in Tang’s limited online presence in China’s digital-first consumer landscape. Unlike younger celebrities boasting millions of followers, Tang doesn’t even have an official Weibo account. This unconventional approach raises eyebrows in an industry where social media metrics often dictate marketing decisions. In a market where brands often shout to be heard, Burberry is whispering – and betting that the right ears will listen. The question remains: will Burberry's understated approach yield remarkable results in China's fast-paced beauty market?

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Burberry’s quiet gamble on Tang Wei