Yuying Cui

Yuying Cui

COURSE: Fashion Business & Promotion 2016


TITLE: Burberry Veritas

Luxury production represents an investment in time.
The luxury brand logos do not signal wealth the way they once did.
Burberry Veritas is a branch that is designed for the recent consumer trend: transparency, experiment, authentic and inconspicuous consumption. It is a unique online shopping experience which will happen on Burberry’s official website. The brand aims to regain Burberry’s luxury brand image by creating storytelling, heritage and high-quality products.
The target market will be the Asia Pacific region’s savvy and ultra-wealthy luxury millennial consumers whose ages are between 20-35 years. In response of recent years market analysis, the Asia Paci c region’s luxury sales are declining, the consumers are no longer satisfying with the conspicuous consumption, they now seek good quality and meaningful products.
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