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
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
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
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Daniel Langer

Daniel Langer

Daniel Langer is the CEO of the leading luxury, lifestyle and consumer brand strategy firm Équité (equitebrands.com), and the professor of luxury strategy and extreme value creation at Pepperdine University in Malibu, California. He consults some of the most iconic luxury brands in the world, is the author of several luxury management books, a frequent media commentator, a global keynote speaker, and holds luxury masterclasses in Europe, the USA, and Asia. Follow @drlanger on Twitter