Have you seen a dragon? 5 hot retail news for January

In case you missed it, dragons have invaded the retail planet this month.
This invasion confirms more than ever that localized strategies are trendy! Francesca Nicasio talks about it in her last article and all the brand initiatives showed it.

Let’s discover 5 engaging display campaigns looking to appeal to Chinese shoppers. 

12% SALES INCREASE DURING LAST YEAR'S FESTIVAL

In anticipation of the Lunar New Year, luxury brands are vying for attention in China, the festival's epicenter. The push follows a notable 12% sales increase during last year's festival.
Louis Vuitton is leading the charge with stunning dragon installations at key locations, in Beijing, Shanghai, and Chengdu are masterpieces of local craftsmanship.
These enormous structures, embellished with pearls, golden textures, and the iconic Damier pattern, reflect the aesthetic of Pharrell Williams' debut menswear line for the brand.
Louis Vuitton's campaign, blending traditional Chinese symbolism with modern luxury, has received mixed reviews online but underscores the brand's ambitious strategy to win over the Chinese market during this peak shopping season.

READ MORE: JING DAILY

ZARA BETS ON EMERGING TALENT

Zara is taking the Chinese market by storm with its ingenious local partnership for the Lunar Year – teaming up with Shanghai's own XIXINGLE for a Chinese New Year special. This collaboration has birthed a unique, limited edition collection that marries clothes, accessories, and home items with traditional Chinese motifs to celebrate the Year of the Dragon.
The buzz is real – their Shanghai pop-up on the hip Anfu Road is already fully booked for the weekend! Zara isn't just dipping its toes but possibly diving deeper into the luxury segment, with live streams echoing high-end brand tactics and collections like Zara Ski hinting at upscale price points.
Their support for local talents and premium lines in China paints a picture of a brand embracing localization and luxury, stirring excitement about what's next for Zara in this vibrant market.

READ MORE: LINKEDIN

CHANGI AIRPORT: LEVERAGE CNY FOR ENHANCED ENGAGEMENT AND SALES

Changi Airport has launched a series of activities and promotions to celebrate the Chinese New Year at its various dining and retail outlets across its terminals.

_Thematic dining options, like those at Peach Garden and The Paradise Dynasty, draw in customers with culturally relevant menus, while the inclusion of diverse cuisines such as halal options shows the importance of catering to a broad audience.

_The Changi Rewards program exemplifies the impact of loyalty incentives on consumer spending. Limited-time offers at Tanyu Exclusive and Coucou Hotpot.Brew highlight the effectiveness of creating a sense of urgency.
_The "Enjoy Nine Days of Savings" campaign underlines the power of strategic, time-limited discounts in boosting sales. Additionally, showcasing local brands at Jewel Changi emphasizes their retail appeal.
_Lastly, the integration of e-commerce through iShopChangi, combining online discounts with added services, enhances the overall customer experience.  

READ MORE: MOODIE DAVITT REPORT

1st HENNESSY CNY CAMPAIGN IN THE PHILIPPINES

Hennessy launches a vast campaign in Asia but for the first time in the heart of Manila. An experiential pop-up features a stunningly crafted dragon, symbolizing prosperity and good fortune. Meticulously designed to captivate the affluential Chinese Filipino community, the pop-up offers an immersive experience that blends cultural tradition with modern elegance. Hennessy's commitment to excellence is evident in every detail, from the intricate dragon design to the curated events hosted within the space.

These include a memorable trade dinner that attracted hundreds of partners, a lavish private client dinner, and an intimate media lunch graced by a visiting Hennessy brand ambassador from France. This pop-up is not just a celebration of the Chinese New Year; it's a testament to Hennessy's innovative spirit and dedication to creating unforgettable moments for its community in the Philippines.

SOURCE: LINKEDIN

THE MOST THOUGHTFUL LUNAR NEW YEAR CAMPAIGNS, ACCORDING TO LEAF GREENER

Chinese netizens haven’t condemned brands for their dinosaur-like dragon interpretations, but Leaf Greener, partner at LiamLeaf, a brand-building agency, said companies could take a more cautious stance.

“For example, Chinese women don’t want to be seen wearing a dinosaur, because ‘dinosaur girl’ contains negative connotations,” Greener said.

For Greener, Loewe, and Bottega Veneta came up with the most thoughtful Lunar New Year campaigns.

With craftsmanship in mind, Loewe ventured into the unfamiliar territory of Chinese fine jewelry with jade pendants that come in small editions of five. “The pricing could be more ambitious, but the idea of letting go of the dragon figure is freeing. Bravo,” Greener said.

At Bottega, a short film showing different characters, including brand ambassador Shu Qi, welcoming a new dawn in various panoramic settings “helped the brand break free of the stereotypical Chinese New Year narrative,” Greener said.

READ MORE: WWD

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