Consumption is on the rise throughout Asia and people's preferences are shifting. Notably, shoppers across the continent are becoming more concerned with products' sustainability and provenance, with a growing preference for local brands.

Burberry has opened its first ‘social’ shopping store in China, integrating WeChat into how visitors interact with all aspects of the store. By introducing gamified elements into the brick-and-mortar shopping experience, luxury brands can pique the interest of young, experientially-minded shoppers.

With the pandemic forcing people to spend closer to home and heightened geopolitical tensions shining a spotlight on national identity, it’s no surprise that local brands are thriving in China. But how exactly are companies playing up their heritage? And what does ‘made in China’ now imply?

As the world copes with the impact of COVID-19, shifts in Chinese buying habits offer an idea of how global spend will be affected. From the short-term impact to longer, more structural changes in shopping preferences, how can brands best position themselves within this changing landscape?