Nowadays China has become one of the leaders of the global luxury market. More luxury brands every year offer special zodiac-themed items to celebrate China’s Lunar New Year.

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Gucci’s Chinese New Year scarf 2017

2017 is the Year of the Rooster: high-end brands released their products celebrating this year’s zodiac sign. From Louis Vuitton to Gucci, Tod’s and Bottega Veneta, Dolce&Gabbana and Dior: luxury items, silk scarves, bags, jackets or shoes are decorated with roosters with a flaming crest and colorful feathersdior

Dior’s rooster charm  

Cosmetic companies like L’Oreal, Estee Lauder could not miss the chance to also create their limited edition sets.

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Estee Lauder limited edition Year of the Rooster powder compact

Signed by Piaget is the set of watches dedicated to men.

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Piaget Altiplano Year of the Rooster watch

This year, however, the representation of the animal is largely debated: in fact, it is too often confused in shape and lines with the phoenix; or, in general, it does not conform to the Chinese idea of the rooster.The web was bursting with comments like “It’s a fake” “Why should I spend so much money for an article that looks fake?”, referring to the rooster’s design of those brands that did not meet the animal’s iconography. Chinese customers don’t like it when designers misinterpret or misunderstand Chinese culture. Calvin Klein adorned briefs only with gold and red, without any references to the important traditional rooster plumage. Etrò unveiled a design similar to other animals and Longchamp instead presented a bare and distasteful cock.

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Longchamp’s bag for the Year of the Rooster

The era in which Chinese people would simply buy whatever luxury brands make has gone. Their tastes have evolved remarkably as the luxury market keeps maturing in China. Foreign brands must understand which is the proper target of their products, respecting Chinese consumers’ aesthetic sense, and especially their culture.

Chiara Bellettato

 

References

http://www.bottegaveneta.com/it/donna/chinese-new-year-2017_grd31771

https://www.gucci.com/it/it/

http://www.dior.com/home/it_it

https://www.esteelauder.it/

http://int.piaget.com/events/chinese-new-year

https://www.longchamp.com/

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