Though Topshop won’t have a physical store in Hong Kong until May, the British brand still makes an effort to impress its Chinese customers with mini-movie, “The Lanterns”.
Featuring two models releasing Chinese paper lanterns over the River Thames to the tune of “This Little Light of Mine”, the two-minute long clip finishes with a Lunar New Year greeting in English and Chinese.
“We are really excited to be celebrating Chinese New Year with our customers both in China and all over the world. We wanted to create something fun that represented the spirit of the Topshop girl, whilst capturing the energy of this special time,” Justin Cooke, chief marketing officer of Topshop told fashion press including Vogue and Marie Claire.
Cooke added Topshop has a huge following in Asia and as a global brand, it is important to speak to and understand the things that matter to them.
Currently, Chinese shoppers can only purchase Topshop items through their e-commerce platforms.
The 40-second clip sees a rainfall of lights showering on the brand name and greetings in English and Chinese.
In the outdoor marketing front, Bulgari draped a giant luminescent snake over its New York flagship. Pieced together by 52 iridescent scales, each more than three feet tall and lit with LED lights, the display on Fifth Avenue also nods to its snake-inspired jewellery and watch line, Serpenti.
The Peninsula Hotels, on the other hand, decked out all its branches in red lanterns, red flowers, pink-blossomed plum trees and kumquat bushes; its guestrooms, moreover, offer auspicious foods like tangerines, melon seeds and dumplings.
Each hotel was also set with whimsical localised Chinese New year-specific promotions: Chicago, for example, featured Windy City dumplings while Beverly Hills has crispy California spring rolls.