Burberry Confirms Gen Z as a Driving Force Behind Luxury’s Recovery in China

British luxury house Burberry has exceeded expectations during the latest holiday trading period, driven by strong performance in China and robust demand from Gen Z consumers.

Sales growth in the Chinese market has been supported by campaigns that blend Burberry’s British heritage with a contemporary, locally attuned aesthetic. The result is a brand narrative that resonates with younger audiences seeking authenticity, identity and relevance.

This momentum has also been reflected in financial markets, reinforcing the view that luxury’s recovery in China is being led by new generations of consumers. For Burberry, the challenge now lies in sustaining this connection over time, balancing brand consistency with ongoing cultural adaptation.

The Burberry case highlights a broader trend across the luxury sector: Gen Z is no longer a future audience, but a central force shaping the direction of global luxury brands in Asia and beyond.