Get Into the Tiger-Spirit with these Lunar New Year Activations

01/29/22

Luxury brands have all eyes on February 1 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 and activations. From 14 January, Canadian retailer Holt Renfrew will host dedicated pop-up experiences with the brand, while Gucci’s US boutiques in cities including New York and Chicago will feature special installations. The stakes are high as ever. Chinese consumers are the engine of worldwide growth in luxury spending, and the region is on track to become the biggest luxury market by 2025, according to Bain & Company.

Prada is celebrating the Lunar New Year without a capsule collection but a charitable campaign and project dedicated to safeguarding tigers: Its “Action in the Year of the Tiger” initiative will include a series of activations to raise awareness for the big cat species, the brand said, as one of many at risk of extinction.

Meanwhile, Bottega Veneta is taking over part of the Great Wall with a colourful festive message displayed in shades of its signature green as well as tangerine. Along with the installation, the luxury house has pledged a donation to support the renovation and maintenance of Shanhaiguan, also known as Shanhai Pass, a key pass within the site. It’s a different approach that makes a powerful statement about cultural appreciation and exchange. This could resonate with the young Chinese generation who appreciate meaningful activities.

For now, luxury brands dominate the Lunar New Year holiday. But thanks to the internet and migration of Asian consumers all over the world, it’s no surprise to see more and more retailers join in on the festivities. Here are this year’s Lunar New Year activations: