Brands Buoyant on Year of Tiger Collections for Affluent Chinese Diaspora

Brands Buoyant on Year of Tiger Collections for Affluent Chinese Diaspora

Brands Buoyant on Year of Tiger Collections for Affluent Chinese Diaspora

LONDON — While regional COVID-19 outbreaks have put several major cities on high alert in China, luxury brands are banking on the nation’s gifting tradition to kickstart the year of the tiger with a bang.

With China poised to account for 45 percent of luxury spending by 2025, according to Bain, brands are prioritizing China-related projects to spur local demand. Beyond introducing Chinese New Year capsules, brands have also been doubling down on traditional festivals and e-commerce-led events such as Chinese Valentine’s Days and Singles’ Day.

Due to strict border controls and a lack of travel, this year brands are rolling out the Chinese New Year-themed projects on a global scale, making the holiday season more accessible to the affluent Chinese diaspora across the globe.

Gucci, for example, is launching retail pop-ups for its Gucci Tiger collection in several Chinese-dense areas in North America. The brand will host dedicated experiences in Canada’s Holt Renfrew Yorkdale and Holt Renfrew Vancouver, while stores in New York Wooster, Chicago Michigan Avenue, Las Vegas Forum Shops, Santa Clara Valley Fair and Manhasset will also feature pop-ins to showcase the collection.