Tuesday, February 5th was Lunar New Years. While it is not celebrated as popularly in Western culture, this is the biggest holiday in the Eastern world. In addition, it is essential to emphasize that Chinese consumers represent “32% of global luxury consumption,” so this explains the excitement of the biggest luxury brands.
Notable European brands like Gucci and Louis Vuitton take advantage of this time of the year to release collections of clothes, bag, and jewelry, featuring the character found in the Chinese zodiac for the year. 2019 is the Year of the Pig, but compared to previous years (Dog in 2018 and Rooster in 2017), companies faced some struggles to market this character, as most people do not find pigs particularly attractive or appealing. However, some brands were especially creative and successful in not letting this large market be disappointed in celebrating the new year:
Read the full article by Forbes: https://www.forbes.com/sites/barrysamaha/2019/01/29/chinese-new-year-2019-year-of-pig-products-luxury-brands-gucci-louis-vuitton-roberto-coin-vacheron-constantin-moschino/#4e01ee354368