As the Lunar New Year closes in, Louis Vuitton has embarked on a marketing campaign to captivate consumers during China’s most celebrated festival. The luxury fashion house has revealed five grandiose dragon installations at its flagship and pop-up locations in Beijing, Shanghai, and Chengdu, adding a touch of opulence to the festive season.
Individually crafted by skilled artisans in China, these dragons draw inspiration from elements featured in Pharrell Williams’ inaugural pre-fall 2024 menswear collection. The collection garnered attention at a star-studded showcase in Hong Kong last November. Louis Vuitton positions these stunning sculptures as part of a localised campaign aimed at enticing Lunar New Year shoppers. The dragons will grace the locations for one to three months, depending on the specific venue.
The Lunar New Year holiday, spanning from February 10 to 17 this year, continues to be a lucrative period for brands and retailers. Citizens celebrate by gifting and indulging in luxury purchases, as evidenced by a more than 12 percent increase in retail sales during Chinese New Year 2023, compared to 2022, according to data from the National Taxation Administration.
In response to last year’s uptick in spending, brands are rolling out their Lunar New Year initiatives. Louis Vuitton’s commitment to the Chinese market is evident through various initiatives, such as hosting a menswear show in Hong Kong and appointing domestic stars like actor Dylan Wang as ambassadors. The dragon installations represent another strategy in Louis Vuitton’s playbook.
While some luxury brands navigate the delicate balance between cultural appreciation, and potential appropriation, Louis Vuitton’s dragon presentation has garnered positive feedback from netizens on platforms like Xiaohongshu. Users have praised the brand for showcasing a deep respect for Chinese culture and aligning themselves with Chinese values.
Photos: Louis Vuitton
