2024 January Industry Insights & Best Practices
In January, top luxury brands focused on the following key theme: How Luxury Brands Celebrate Chinese New Year (CNY).
Overview
Curio Eye™ Brand Index: Top 10 best performing brands
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The Top 3 best-performing brands in January were LOUIS VUITTON, GUCCI, and DIOR.
Brand ambassadors attending Louis Vuitton Men’s FW24 Show drove great attention on social platforms. Louis Vuitton’s SS24 pop-up space also catches the eyes of multiple ambassadors and celebrities participants.
Gucci also launched the first FW Menswear collection show created by creative director Sabato De Sarno and invited Chinese celebrities to film their journey to the show.
Dior focused on the Winter 2024 Menswear Show which debuted in Paris. The presence of brand ambassadors won high engagements.
HUGO BOSS, FENDI, ARMANI, and GIVENCHY popped up in the Top 10 in January.
To celebrate the Chinese New Year and attract a Chinese audience, HUGO BOSS, FENDI, ARMANI, LOEWE, and GIVENCHY launched the CNY collection and various campaigns. On the other side, PRADA, FENDI, and LOEWE hosted the FW24 menswear show and invited brand ambassadors to watch the show to win netizens' attention.
Luxury Industry Trends
How Luxury Brands Celebrate Chinese New Year (CNY)
To celebrate the Chinese New Year in 2024, luxury brands launched various collections and campaigns aimed at connecting with Chinese consumers, who represent one of the largest customer groups for many brands.
1. Different Interpretations of the 2024 Zodiac, Dragon
2. Emotional Connection With Local Clients
For Chinese people, the Spring Festival is a holiday that signifies reunion. Some luxury brands deeply resonate with consumers by portraying the themes of returning home and family reunion, evoking a strong emotional connection.
Image Source: Songhua Lake Resort Official WeChat and DESCENT RED
3. Exploration of Traditional Art and Culture
Through a deep exploration of Chinese traditional art and culture, consumers can feel the brand's sincerity and witness its respect for and cultural connection to Chinese traditions.
Image Source: Balenciaga Official WeChat and Mini-P
Curiosity Spotlight
The Profound Meaning of the Zodiac, the Dragon
As a mythical creature, the dragon symbolized high status in ancient China and remains a beloved element among brand customers.
In addition to incorporating dragon elements into apparel, brands also attract attention by displaying dragon installations in offline stores, making a strong visual impact and capturing the audience's attention.
More Delicate Emotional Expressions
Luxury brands utilize elements such as local dialects, hometown cuisine, and the journey home to convey a deeper understanding of the festival. This directly touches the hearts of consumers.
A Deep Understanding of Culture
Taking Chinese traditional culture and art as a focal point, brands uncover the craftsmanship spirit behind.
During the Spring Festival season, incorporating elements that resonate with Chinese aesthetics in brand designs can bring new inspiration and enlightenment.
Campaign Best Practices
Armani x Blossoms Shanghai
TV drama “Blossoms Shanghai”, directed by renowned director Wong Kar Wai, is one of the highest-rated TV dramas that premiered in January. It portrays a vivid picture of Shanghai in the 1980s and 1990s, capturing the essence of that era.
Overview
Collaborating with ”Blossoms Shanghai,“ Giorgio Armani provided some of the outfits for the main cast. Hu Ge wore a custom-made Giorgio Armani Made to Measure suit in the TV drama, which played a crucial role in shaping his character's image. The brand showcases the craftsmanship of the suits, effectively portrays the characters' personalities, and serves as a reflection of the plot's development in the TV drama.
Giorgio Armani's global ambassador Hu Ge, as the main actor in Blossoms Shanghai, wore brand suits to attend the premiere launch event of the TV drama. Actress Tang Yan, another main cast member in the TV drama, appeared at the premiere launch event wearing an Emporio Armani FW23 outfit.
Curiosity Spotlight
Promoting Brand Through Offering Outfits
Providing costumes for film and television productions is an opportunity to promote the brand.
Giorgio Armani's provision of suits for ”Blossoms Shanghai" coincides with the brand's FW24 menswear fashion show in mid-January, creating a buzz for the brand.
Convey Brand Image
Giorgio Armani conveys their image through the storyline and showcases their craftsmanship. In ”Blossoms Shanghai," the description of suit-making craftsmanship through dialogue serves as a way to promote the brand's exquisite artistry.
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