Burberry is targeting the spending power of Chinese consumers in the world’s big luxury markets, as more Chinese travel overseas.

While Burberry is expanding in China – particularly focusing on the affluent male consumer – Angela Ahrendts, chief executive, said the Chinese tourist was another important source of business. “Over 30 per cent of our business in the UK today is to a Chinese consumer. They are free to travel there now and as a company we think not just [about] the Chinese market but how we cater to the Chinese consumer, with multiple dialects, in the top 10 flagship markets in the world,” she said. “They have read about them, dreamed about them, and now they are going to London, Paris, New York and Los Angeles.” Stacey Cartwright, chief financial officer, said that when it came to the UK, sales to Chinese consumers were being boosted by the weakness of sterling which increased their spending power. She estimated that Burberry goods were 40 per cent cheaper in the UK than China, primarily because of taxes and duties. Burberry, which will show its spring summer collection in London on Tuesday, is not alone in targeting Chinese consumers venturing overseas. Louis Vuitton’s new London “maison” is proving a magnet to shoppers from Asia and the Middle East, emboldened by the weak pound. Burberry also wants to expand within China, after buying out its franchises there in a ￡70m deal that has seen it take direct control of its 50 stores on the mainland. It plans to open another 10 stores in China this year, and could have up to 100 in the next couple of years. In addition, it aims to boost the sales productivity from its existing Chinese stores now that they are under its direct control. Burberry will also seek to ensure its high spending customers around the world – including in Asia – will have access to its collections even if they cannot make it to the catwalk show, expected to be the highlight of London Fashion Week. For the first time, the group will stream the show live to 25 flagship stores through the “Retail Theatre” concept. Invited customers will then be able to purchase the garments they see on the catwalk via a Burberry iPad application. They will receive their orders in seven weeks. “We want our VIP customers in Singapore to feel like they are sitting in the front row,” said Ms Ahrendts.