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Chinese luxury brand report increase in sales

LVMH’s latest results show, the Chinese luxury market is on an upswing with investors momentarily shaking off fears of a slowdown along with the anxieties surrounding Brexit and US-led trade spats. Both Burberry and Tiffany reported an increase in sales in mainland China in otherwise underwhelming results announcements.

Burberry also increased its Instagram and WeChat followers by 1 million last quarter thanks in part to a high-profile holiday marketing campaign. The brand’s B Series limited edition flash sales introduced by Riccardo Tisci are also proving very successful on social media channels, especially in China. This millennial-friendly sales tool has been used successfully by streetwear labels as well as makeup brands, but luxury brands have remained shy of it.