Lessons from luxury: What brands can learn from standout Chinese New Year campaigns

Luxury brands have all eyes on February 12 as they prepare for one of their biggest holidays of the year: Chinese New Year. And how these brands approach the holiday offers marketers a powerful lesson in harnessing consumer insights to create culturally relevant campaigns.

China’s consumer market, which is expected to reach a value of $8.4 trillion by 2022, is considered a key growth opportunity for luxury brands looking to rebound from a tough 2020. Brands like Gucci and Fendi are already rolling out their annual Chinese New Year marketing campaigns.

Exclusive styles to welcome the Year of the Ox. Introducing Fendi 2021 Chinese New Year capsule collection. #FendiCNY pic.twitter.com/CJAB2igtsg

— Fendi (@Fendi) January 14, 2021