Burberry launches online game to support China push

Luxury fashion brand and retailer Burberry has launched an online game to appeal to the Chinese market, as it looks to build momentum in the Asian country over the coming 12 months.

The game, called Ratberry, is in honour of the Chinese year of the rat and it calls on players to bounce the main character upwards between platforms to collect gold coins and catch Chinese lanterns. It is available on the retailer’s official website.

It builds on the success of B Bounce, Burberry's first online game which launched in October 2019, but also represents the company’s dedicated push in Shanghai and China in 2020. Burberry said it has noted a growing appetite for gaming among younger consumers, particularly in China, with Ratberry seen as a suitable way to engage that shopper demographic.

As part of a wider ‘2020 Lunar New Year’ campaign, Burberry has also released stickers on Chinese social network WeChat, featuring Ratberry and products from the dedicated Luna New Year capsule collection.

Burberry also announced today (17 January) that it will be taking its autumn/winter 2020 collection to Shanghai in the form of a fashion show on Thursday 23 April. The collection will be revealed in London on Monday 17 February during London Fashion Week.

The appearance in China is part of a programme of activities the fashion house has planned in the country this year, with the men’s and women’s show in April including exclusive items for that market.

Later in 2020, meanwhile, Burberry will open a social retail store in Shenzhen Bay as part of an exclusive partnership with Chinese technology titan Tencent. The space will blend social media and retail, offering visitors unique experiences to interact with, share with their social media following, and shop.

Riccardo Tisci, Burberry’s chief creative officer, commented: “My first years at Burberry were focused on establishing and defining my new identity for the house.

“Now we are ready to take this vision outside of London in new and exciting ways.”