LONDON — Burberry is making swift changes to its product and price ranges as well as visual merchandising via a series of global pop-ups for its latest outerwear campaign under new chief executive officer Joshua Schulman.
The brand is in the process of launching a dozen pop-ups inspired by the spirit of British parks and the outdoors with its key retail partners worldwide.
Highlighting the brand’s latest outerwear collection, inspired by the brand’s archive and the British weather’s unpredictable nature, the pop-ups were opened in Antonioli Milan in Italy, Neiman Marcus NorthPark Dallas in the U.S., Hankyu Umeda Osaka in Japan, and the seventh International Import Expo in Shanghai.
Retailers that are currently carrying the pop-ups include Breuninger Munich in Germany and Shenyang MixC in China, where the brand placed benches, a small rain shelter, a tea hatch with checker tables serving Earl Grey tea and flapjacks, as well as a sizable green pavilion at the mall’s courtyard to host a selection of pieces from the latest menswear and womenswear collections, including parkas, puffers, aviator and Harrington jackets lined with Burberry check, as well as check scarves, bags and shoes.
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In the coming weeks the activation will also go live in China’s upscale resort town Chongli in Hebei province, Dubai Mall in UAE, Flannels Leeds in the U.K., and Shinsegae Centum and Shinsegae Daejeon in South Korea.
Chadstone Melbourne in Australia will welcome the pop-up next April when the Southern Hemisphere enters its coat season.
These pop-ups serve as an extension of the brand’s latest outerwear campaign featuring well-known faces including Barry Keoghan, Cara Delevingne, Olivia Colman, and Little Simz. Shot by Alasdair McLellan in London and the British countryside, it was inspired by an old company slogan: “It’s Always Burberry Weather.”
