Burberry Group Plc is teaming up with Chinese internet giant Tencent Holdings Ltd. to experiment with blending retail and social media in the key luxury market.
The first step in the Tencent alliance will be a Burberry store in Shenzhen powered by the operator of social network WeChat. The space will offer “unique experiences that connect luxury customers’ social and online lives to their physical environments,” the U.K. luxury-goods maker said.
