Burberry collaborated with Douyin to dress the short-video platform’s virtual avatars named Zaizai. Which brand will be next to leverage the feature?
Overview
British luxury house Burberry has collaborated with Douyin (China’s version of TikTok) to dress the short-video platform’s virtual avatars named Zaizai. “Douyin Zaizai” is a new feature that allows users to create their own avatars and socialize online. Burberry’s virtual apparel, accessories, and shoes featuring its signature TB monograms are now available for fitting. Avatars styled with Burberry were also featured on the cover of fashion magazine ELLE China, presenting various lifestyles popularized by today’s younger generation, such as camping, surfing, and skateboarding.
Netizens’ Reaction
Virtual avatars have become a golden ticket to connecting with China’s digital natives. The launch of Douyin Zaizai is not an exception, sparking organic engagement across social platforms including Weibo and Xiaohongshu, in addition to Douyin. The hashtag #DouyinZaizai has driven nearly 15 million views.
More importantly, Douyin’s announcement of its partnership with Burberry helped the feature reach a broader audience. Short videos starring the avatars wearing branded products received 177,000 and 19,700 views on Burberry and Douyin’s Weibo accounts, respectively. Continue to read the full article here
