Burberry(US:BURBY) Sou Hu Cai Jing·2026-01-13 14:16Core Viewpoint - The article discusses how fashion trends are increasingly emerging from content platforms like Douyin (TikTok), influencing daily dressing and purchasing choices, with luxury brands actively participating in these trends to connect with consumers [2][3]. Group 1: Fashion Trends on Douyin - Douyin has become a platform where fashion trends are rapidly perceived and amplified, driven by the needs of ordinary users, the output of creators, and the platform's insights [3]. - The hashtag DailyOutfit has accumulated over 12.8 billion views, indicating the frequency of sharing and viewing fashion content [3]. - Douyin's recent "Style Roaming Plan" covers urban commuting, campus daily life, and outdoor activities, addressing common dressing needs [5]. Group 2: Integration of Luxury Brands - Luxury brands can seamlessly connect with real life by integrating their unique aesthetic into emerging fashion trends, enhancing resonance with users [7]. - The collaboration between Douyin Fashion and Burberry showcases how various creators interpret the "British Slow Travel" theme, making luxury fashion relatable [8][9]. - Creators on Douyin serve as effective translators of luxury brand concepts into accessible fashion knowledge and styling guides for ordinary consumers [8]. Group 3: User Engagement and Experience - The total exposure for the trend on Douyin has exceeded 1 billion, indicating significant user engagement [15]. - Users' desire evolves from merely observing to wanting to participate, driving the transition from online content to offline experiences [15]. - The collaboration includes a limited-time experience space in Shanghai, allowing users to engage with the brand in a tangible way [15][17]. Group 4: Content Cycle and Brand Connection - The interaction between online discussions and offline experiences creates a content cycle that enhances the vitality of trends and the influence of brands [33]. - This approach aligns with luxury brands' localization strategies in the Chinese market, fostering closer connections with local consumers through genuine engagement [35]. - The collaboration between Douyin Fashion and Burberry illustrates a pathway for luxury brands to effectively communicate with consumers by participating in daily life trends and facilitating seamless transitions from online to offline experiences [35].