In celebration of the Chinese New Year, some of Brooks Brothers' Stores revealed displays that were inspired by the colors and imagery that can be found in places that are celebrating the event.
The storefronts could be found in New York, Hong Kong, Tokyo and more – ensuring that the Chinese New Year was being celebrated by the brand around the world rather than the location that most target its Chinese consumers. The storefront was shown in red, black and gold, and was inspired by the year of the Monkey. Parts of the display were incorporated in a style that was reminiscent of origami.
Brooks Brothers' stores' choice to make the celebration of Chinese New Year into an inclusive marketing technique worked to the benefit of both the brand and its consumers.