Louis Vuitton’s Year of the Ox-inspired trunks – one of many ways Western luxury brands are attempting to tap into Chinese consumers celebrating Lunar New Year. Photo: Louis Vuitton
Louis Vuitton’s Year of the Ox-inspired trunks – one of many ways Western luxury brands are attempting to tap into Chinese consumers celebrating Lunar New Year. Photo: Louis Vuitton
Daniel Langer
Opinion

Opinion

Daniel Langer

Are luxury brands doing enough for Lunar New Year? Capsule collections from Louis Vuitton and Givenchy are channelling the Year of the Ox to attract Chinese consumers – but maybe they should get more creative

  • Covid-19 caused demand for luxury products in North America and Europe to plummet, making the Chinese market more important than ever
  • Western brands are collaborating with Chinese KOLs and celebrities on themed capsule collections – but is it enough to stand out from the crowd?

Louis Vuitton’s Year of the Ox-inspired trunks – one of many ways Western luxury brands are attempting to tap into Chinese consumers celebrating Lunar New Year. Photo: Louis Vuitton
Louis Vuitton’s Year of the Ox-inspired trunks – one of many ways Western luxury brands are attempting to tap into Chinese consumers celebrating Lunar New Year. Photo: Louis Vuitton
READ FULL ARTICLE