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With Cathay's growing importance to luxury brands, more and more are making devoted efforts for Chinese New Year. To capitalize on the season, a fourth dimension when gift giving is pop, a dandy number of luxury brands have not only released products commemorating this yr'south zodiac fauna, but also launched tailored digital campaigns.

Beneath, we evaluate ten of them, counting down to the most successful and engaging for Chinese consumers.

To celebrate the Chinese New year, Chanel invited fans to apply for a sample of Gabrielle Chanel Perfume. Photo: brand'south official website

x. Chanel

And then far, Chinese New Year has not been a major priority for French fashion powerhouse Chanel. Last week, the brand hosted a pocket-size online event inviting consumers to endeavor out its Gabrielle Chanel Fragrance. Users who make full out their personal data online before the event closes can become to the nearest boutique to collect a sample. While the online invitation, which Chanel posted on both Weibo and WeChat, was open to the public, the number of perfume samples was limited.

Models brandish items from Giorgio Armani's CNY-themed collection. Photo: Giorgio Armani's official WeChat account

9. Giorgio Armani

Giorgio Armani released a new video to launch its Chinese New year's day collection. The color red, which symbolizes good fortune and joy, is used throughout the collection along with this yr'southward ubiquitous design element: dogs (2018 brings the Year of Dog, according to the Chinese zodiac calendar). In the 17-second video, which can be institute on the brand'southward official WeChat and Weibo channels, two models showcase red outfits and accessories.

Giorgio Armani too created the hashtags #ArmaniExchange# and #AXCNYCollection#(#AX中国新年系列#) to promote the items, and shoulder tapped yuyuzhangzhou, an online influencer, to help raise awareness among Chinese consumers.

Fendi's Chinese New Year capsule drove. Photo: Fendi's WeChat account

eight. Fendi

Italian luxury label Fendi this year released an animated brusk video crammed with both traditional Chinese elements, such as fireworks, carmine envelopes, the Peking Opera and Chinese papercutting, and signature Fendi items like "Kan I" handbags and the Fendi "POMPOM" to welcome the Chinese New Twelvemonth.

Christian Dior released a creative video alee of CNY. Photograph: screenshot of the video

7. Christian Dior

Similar Giorgio Armani, French luxury brand Christian Dior besides released a dedicated video to introduce the sectional "Rose des vents" jewelry collection in celebration of the Chinese New year's day. The animated short video, painted and directed by Victoire de Castellane, Creative Director of Dior Jewelry, depicts two characters dressed in traditional Chinese clothing sitting in a pavilion to welcome the arrival of the Year of Dog.

Louis Vuitton created a drawing dog for the Chinese New Year. Photo: Louis Vuitton website

6. Louis Vuitton

French luxury giant Louis Vuitton created a cartoon dog based on the Japanese Shiba Inu breed for Chinese New year's day. This dog can be establish beyond all the brand's digital channels, including as a set of WeChat digital stickers (or emoji) that users can download and use when chatting with others. The dog likewise features in a video Louis Vuitton shared on its online store, WeChat, and Weibo.

Mulberry invites Chinese fans to create spring couplets. Photo: Mulberry's WeChat

5. Mulberry

WeChat is the main digital aqueduct British luxury make Mulberry uses to reach consumers in China. On Feb 6, the brand posted an article inviting followers to create digital calligraphy spring couplets (春联), a traditional Chinese New Year decoration families paste on their front doors to gloat the return of Spring.

Afterward entering an interactive web page linked at the cease of the post, readers tin can choose the mode, groundwork epitome, and a Mulberry item that they'd like to apply in their spring couplets. Once they finish, they are encouraged to share the resulting image on their Moments social feeds to receive Mulberry ruddy envelopes (hong bao).

Bottega Veneta welcomes the Year of Dog with a special edition. Photo: Bottega Veneta'southward official WeChat

4. Bottega Veneta

Like Louis Vuitton, Bottega Veneta besides created a cartoon dog grapheme this year, making it into three kinds of WeChat stickers that followers can send to their friends and families.Consumers who follow the make on WeChat tin can create customized New Year greetings with Bottega Veneta while learning about its Year of Canis familiaris special designs through an interactive spider web page. On Weibo, the brand has as well released plenty of posts to innovate their Chinese New Twelvemonth special editions.

An online introduction to Prada'south CNY offerings. Photograph: Prada'south WeChat

3. Prada

Final week, Prada released a video featuring a robot dog family to introduce its special CNY-themed handbag on WeChat and Weibo. The brand besides launched an interactive page on WeChat to inform readers about other Chinese New year's day offerings from Prada, such as popular-upwards stores in the land's major high-terminate department stores.

Dolce & Gabbana launched a cerise envolope game on WeChat. Photo: Dolce & Gabbana'south WeChat

2. Dolce & Gabbana

At the core of Dolce & Gabbana's digital entrada this year is a well-designed red envelope game on WeChat. In the game, players demand to click on canis familiaris-decorated cherry envelopes until they collect all six types of dogs. Participants tin so receive a ready of Dolce & Gabbana red envelopes. Dolce & Gabbana also worked with Wang Junkai and Di Lirenba, two of the most popular celebrities in China at present, to record CNY video greetings for fans.

Bosco and Orso, the inspiration for Gucci's CNY design. Photo: Gucci'southward official website

one. Gucci

To celebrate the Year of the Canis familiaris, Gucci released a capsule edition which was inspired by Bosco and Orso, dogs owned by Creative Director Alessandro Michele. The brand has promoted the collection on multiple digital channels, first with an interactive game and then a WeChat mini-program defended to selling the drove. On Weibo, Gucci has make administrator Li Yuchun and actor Bai Jingting promote the collection.

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