This Saturday, August 9, marks Qixi Festival, also known as Chinese Valentine’s Day (CVD). Danielle Bailey, Managing Vice President at Gartner, notes that the Qixi, CVD is one of the most impactful holidays for luxury brands in China, driving more sales than Singles Day and second only to Chinese New Year.
As a major shopping holiday, Chinese Valentine’s Day drives significant sales, with some categories experiencing nearly 120% growth, according to China Daily. In 2023 alone, hundreds of thousands of handbags were sold on Tmall during the festival. This year, luxury brands are pulling out all the stops for their CVD campaigns, though results may be varied. Let’s explore how the major players are navigating this crucial holiday and who’s truly standing out.
Storytelling: Blending Animation, AR, and Fashion
Cultural Integration: Where Tradition Meets Fashion
Exquisite Craftsmanship: A Touch of Timeless Elegance
The strategy takes customers on a journey from product discovery (through visually appealing, limited-edition designs) to emotional fulfillment (with couple-themed items that resonate with the festival’s romantic theme). By offering exclusive and collectible items, Louis Vuitton encourages repeat purchases and long-term customer relationships.
Insight: Highlight the uniqueness and emotional appeal of your products. Offering limited edition or personalized items can attract attention and foster long-term customer loyalty.
Romantic Reverie: Symbols of Love and Devotion
Burberry: Burberry’s CVD collection, featuring swan motifs, is a masterclass in symbolic marketing. The swan, a universal symbol of love and commitment, is intricately tied to the brand’s narrative, making the collection both emotionally resonant and visually distinctive. The accompanying video, which frames a couple within the swan artwork, further enhances the romantic theme, making the collection a perfect gift option for the holiday.
Burberry’s campaign follows a journey from emotional resonance (through symbolic motifs) to purchase motivation (by offering products that embody love and commitment). The visual storytelling in the video reinforces the brand’s message, driving home the idea that Burberry products are not just luxury items, but symbols of deep emotional value.
Insight: Use symbolic imagery that aligns with the festival’s emotional themes. Creating campaigns with meaningful graphics and stories can increase emotional resonance and appeal.
Youthful Vibes & Star Power: Where Style Meets Practicality
Fendi: Fendi’s CVD series is vibrant and full of life, with colorful FF logo embroidery taking center stage. The collection’s playful color-blocking and innovative designs are perfect for a younger, fashion-forward audience. Fendi’s approach emphasizes the importance of appealing to Gen Z consumers, who value bold, expressive fashion. The vibrant designs help in capturing the attention of younger audiences, moving them from initial attraction to brand advocacy. The collection’s mix of playful and innovative elements ensures that Fendi remains relevant and engaging to a new generation of luxury consumers.
Balenciaga embraces practicality without sacrificing style. Black T-shirts and hoodies with subtle heart-shaped elements offer a cool, understated way to celebrate love. Special bright red editions designed for Chinese couples add a joyful, festive flair, showcasing how the brand balances simplicity with cultural relevance.
Insight: Combine style with practicality to appeal to a wide audience. Offering products that are both visually appealing and functional can engage consumers and enhance campaign effectiveness.
In the world of high fashion, Qixi is more than just a holiday—it’s a chance for luxury brands to showcase their creativity, cultural awareness, and dedication to craftsmanship. Whether through tradition, romance, or youthful energy, these campaigns are set to make this Chinese Valentine’s Day truly unforgettable. For those planning festival campaigns, there’s a lot to learn here. Think about using engaging stories, technology, AR & AR. incorporating local or cultural elements, and offering unique, limited-edition items to really capture your audience’s interest and boost your campaign’s success.
About Kivisense
Kivisense is a MarTech company that leverages AI to develop innovative WebAR solutions for e-commerce and digital marketing. Their solutions, powered by a proprietary AI core, cover various aspects of new retail, including content creation, social media integration, e-commerce optimization, and data analysis. Through the power of AI and AR, Kivisense creates value beyond reality for brands. Their Kivi-CMS platform manages all channels, with a strong emphasis on 3D and AR experiences, including AI-driven virtual try-on, virtual stores, CGI, hologram ads, and more.
