Burberry has opened its first ‘social’ shopping store in China, integrating WeChat into how visitors interact with all aspects of the store. By introducing gamified elements into the brick-and-mortar shopping experience, luxury brands can pique the interest of young, experientially-minded shoppers.

China may be returning to a state of ‘normality’ following COVID-19, but after spending months in lockdown, certain crisis-time consumer habits seem to be sticking around – one of the most visible being a mass shift to e-commerce. So, how do people want to browse and buy online post-pandemic?

As affluent luxury consumers in China demand brands take steps to be accountable for their environmental impact, these companies are pivoting to flout their sustainable credentials. For legacy brand Erdos, this means diversifying the product offer and targeting new markets.

In China, the desire to be perceived as marriageable and successful has long driven men to adhere to a rigid (and largely unrealistic) model of masculinity – but societal shifts have sparked changes in attitudes. What does the ’modern man’ look like and what does he value in life?