Fashion brands

Luxury fashion brands play it safe for Lunar New Year

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Gucci, Valentino and Marni are among the luxury brands launching Lunar New Year capsule collections in China, dedicated to the Year of the Tiger. As campaigns multiply, experts note that brands are taking a more cautious approach to avoid missteps in the fastest growing luxury market.

Gucci’s Tiger collection features various interpretations of the animal – a reflection of creative director Alessandro Michele’s fascination with nature, according to the Italian house – and a pastel palette inspired by traditional Chinese art. Starting Jan. 14, Canadian retailer Holt Renfrew will host dedicated pop-up experiences with the brand, while U.S. Gucci stores in cities like New York and Chicago will feature special facilities. Balenciaga, Dior, Marni, Louis Vuitton, Valentino, Burberry, Versace and Fendi are also launching – wait – tiger-inspired capsule collections and limited edition products and promoting the holidays on their global social media.

The stakes are higher than ever. Chinese consumers are the engine of global luxury spending growth, and the region is on track to become the largest luxury market by 2025, according to Bain & Company. Finding the right marketing messages for China is essential, especially around the key Lunar New Year holidays. However, the line between success and failure is thin, and luxury brands err on the side of safety, using a literal interpretation of the zodiac animal as a hook for new collections, says Kim Leitzes, APAC Managing Director. by Launchmetrics.

Balenciaga celebrates the Lunar New Year with a capsule collection of pre-existing pieces that have been updated with a new tiger motif.