For 2019, the Year of the Pig, London-based British luxury fashion house Burberry launched its first-ever Chinese New Year campaign, targeting the growing luxury market in China. The campaign, shot and directed by American photographer Ethan James Green, stars Chinese actresses and new brand ambassadors alike in familial scenes that represent themes like kinship, brotherhood, generations and togetherness.
To support its first Chinese New Year campaign, Burberry created 'The Belt' handbag in red, a color that symbolizes happiness and good fortune. Naturally, this bright hue is prominently featured throughout the portrait-style campaign images from the luxury fashion house.
For many brands, this traditional Chinese holiday is one of the most important times of the year to develop unique, giftable products.
Familial Lunar Celebration Campaigns
Burberry's First Chinese New Year Campaign Shows Togetherness
Trend Themes
1. Chinese New Year Luxury Campaigns - Opportunity for luxury brands to create targeted campaigns for the growing luxury market in China during Chinese New Year.
2. Familial Branding and Imagery - Brands can capitalize on the themes of kinship, brotherhood, and togetherness in their advertising and promotional materials.
3. Symbolic Colors and Product Design - There is a demand for products that incorporate symbolic colors, such as red, to represent happiness and good fortune during Chinese New Year.
Industry Implications
1. Luxury Fashion - Luxury fashion brands can leverage Chinese New Year campaigns to increase brand awareness and sales in the Chinese market.
2. Advertising and Marketing - Companies specializing in advertising and marketing can help brands create campaigns that effectively resonate with the target audience.
3. Product Design and Manufacturing - There is an opportunity for product design and manufacturing companies to create unique and giftable products specifically tailored for Chinese New Year celebrations.