When is it not gift seaason somewhere in the world? Between Christmas and Valentine’s comes the Lunar New Year, AKA, an opportunity for stores to promote some full price product in festive red and gold. Unsurprisingly, it’s the luxury stores who are pulling out the stops to present enticing, Chinese-friendly gifts, especially with monkey-themed motifs or in editions of lucky number eight.
In truth, I’m not seeing a huge amount of innovation. The beauty brands get my vote for gorgeous jewel-like compacts in lovely packaging – for example this Estee Lauder compact and the Giorgio Armani Illuminating Palette – but for leathergoods brands like Jimmy Choo and Mulberry it’s a case of merchandising all the reds and golds together for a simple (but probably quite effective) pick-n-mix offer.
In China, Burberry is doing what it does best, using social platform WeChat to let users digitally unwrap gifts and create personalised digital Lunar New Year envelopes to send to friends and family. But elsewhere, it’s about slapping a monkey on anything and everything and hoping for the best. Here’s my edit.
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WORDS: Navaz Batliwalla