On Saturday January 28th, the Year of the Rooster officially began. The fashion and (mostly luxury) retail set took to Instagram and 5th Avenue this weekend to celebrate the Chinese New Year in beautiful campaigns featuring, what else? Roosters and lots of red. It was hard to miss this year and I have a hunch that next year we’ll see even more, with similar campaigns popping up in the mainstream (and on Main Street).
David Yurman and Coach delivered holistic campaigns by putting the Chinese New Year features on the homepage of their websites as well as in dedicated emails and in the case of Coach, a mini animated film made just for the festival. Michael Kors nailed its Instagram posts by enlisting Leaf Greener, a Chinese fashion influencer. And the best window displays on 5th Avenue? I’d say a tie between Saks and Cartier. And by the way, Saks took this as an opportunity to co-market to the new movie The Great Wall. Smart.
Here is a recap:
David Yurman started featuring content on its global website a few weeks before the festival began.
Coach.com mixed product and animations in its campaign.
Michael Kors smartly enlisted a Chinese influencer to help celebrate.
Lord & Taylor featured the festival campaign in windows and in the main entrance.
Even the NBA Store wanted in on the Chinese New Year celebrations.
Saks Fifth Avenue delivered this chic campaign window.
Other windows at Saks showcased co-op ads for the upcoming Matt Damon movie, The Great Wall.
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