Luxury Brands Accelerate To Seize The Chinese Market
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In 1856, Thomas Burberry opened a small shop in Basingstoke, Hampshire, England. His commitment to quality and innovation in fabric and outerwear designed earned loyal followings. Throughout the years, the brand developed into an emporium and began designed trenches for military personal. Their practical trenches put Burberry on the map and in 1995 Her Majesty Queen Elizabeth II awarded the brand the Royal Warrant. Throughout its history, Burberry launched various sub-divisions, each with a unique consumer and demographic in mind, one being Burberry Blue Label.

Blue Label History

Burberry leaders found they had a large following in Japan; the company was intrigued with the Japanese culture and wanted to make a label specifically for this location. Burberry Blue Label was founded in 1996. Burberry licensed Sanyo Shokai Ltd. to produce a collection targeted to the young, female Japanese consumer.

Target Consumer

When Burberry Blue Label was founded, the target consumer was a young Japanese female looking for unique products sold specifically in Japan. The products are more affordable because their target customer does not have a large disposable income. Eventually Burberry Blue expanded to men's wear for its young Japanese male consumer.


What began as a handbag and small leather good venture, Burberry Blue eventually expanded into clothing and accessories. Burberry Blue Label’s products tend to be trendy and reflect the look its consumer is wanting.The handbags tend to be in a pastel blue or pink, something the Japanese females desire. The company kept the checkered print but depending on the season or trend, the proportions and colors change. Due to the lower price point, the quality tends to be lower than the American or European Burberry products. Other products include shoes, belts, socks, other small accessories and outerwear.


There are only seven Burberry Blue Label stores, all located in Japan. Buying online is not available.
These locations include Hokkaido/Tohoku, Kanto, Hokuriku/Shinetsu, Tokai, Kinki, Chugoku/Shikoku, and Kyushu.


Due to the fact the Burberry Blue Label is sold on in Japan, the company saw a rise in fake goods sold in America. In an effort to limit illegal sales and counterfeits of Burberry Blue Label products, the company has put the following rules and limitations on purchases: the right to refuse sale of these products to persons identified as having previously purchased these products for the purpose of export and resale; "the right to refuse sale of these products to persons purchasing these products in a way that is suspected to be that of a trader for export and resale; and each customer’s purchase will be limited to two items of any one model number of the same color per purchase."