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Luxury Brands Light Up China for Christmas 2024: A Festive Marketing Round-Up
Ivy Vu
- Fashion Blogger -
As Christmas continues to gain commercial significance in China, luxury brands are seizing the opportunity to make a festive splash. While not a traditional holiday in China, its growing popularity among younger generations and urban shoppers offers a chance for brands to engage with consumers through seasonal campaigns. Here’s a look at how top luxury houses celebrated Christmas 2024 in China, blending global glamour with localized strategies.
As Christmas continues to gain commercial significance in China, luxury brands are seizing the opportunity to make a festive splash. While not a traditional holiday in China, its growing popularity among younger generations and urban shoppers offers a chance for brands to engage with consumers through seasonal campaigns. Here’s a look at how top luxury houses celebrated Christmas 2024 in China, blending global glamour with localized strategies.
Exquisite Designs that Radiate Sophistication
LVMH dazzled Chinese audiences with a stunning lighting ceremony at Shanghai Henglong Plaza. The dreamy Christmas tree spectacle captured the attention of over 1.48 million viewers on Weibo. By combining visual grandeur with digital reach, LVMH created a memorable moment that resonated across social media, keeping the festive spirit alive among its Chinese audience.
Dior leaned into experiential marketing with a festive Tokyo Christmas café at Mohri Garden and a captivating holiday installation at Hong Kong’s K11 Mall. These activations were widely shared on Xiaohongshu, as users celebrated Dior’s ability to blend luxury with holiday magic. Additionally, the viral decorations at Dior’s Avenue Montaigne boutique in Paris ensured the brand’s festive allure extended to its global fanbase.
Chanel: Understated Elegance
Chanel struck a balance between digital and experiential marketing. A Weibo video showcasing its high jewelry holiday collection garnered 20,000 views in just nine days. On the experiential side, Chanel partnered with the Peninsula Hotel in Beijing to design Christmas trees and ornaments, which quickly became a hit on Xiaohongshu. The understated yet elegant campaign highlighted Chanel’s focus on timeless sophistication during the festive season.
Versace: Star Power for the Holidays
Versace took a bolder approach, leveraging celebrity endorsements to amplify its #VERSACE24 Holiday Collection. Global ambassador Cai Xukun graced the cover of Billboard’s Global No. 1s series, while Aespa’s Ning Yizhuo starred in a campaign video that racked up 439,000 views on Weibo. Local celebrities such as Tian Jiarui, Huang Jingyu, and Song Yi further boosted Versace’s presence at high-profile events, ensuring the brand’s collection reached a wide audience
Loewe: Artisanal Festivities
Loewe combined festive charm with artisanal appeal for its Christmas campaign. The brand’s Weibo video garnered 34,000 views over three weeks, while the hashtag #LOEWE2024FestivalSelection# sparked 1.49 million views and 1,319 discussions. A pop-up at Hong Kong’s K11 Musea, featuring bunny-shaped marshmallows and a collaboration with Kyoto-based ceramic studio Suna Fujita, added a whimsical touch that resonated with Chinese consumers, earning 2.5 million views on Xiaohongshu.
Prada: K-Pop Meets Holiday Cheer
Prada leaned into digital engagement with its Holiday 2024 Collection. A dedicated Weibo video featuring celebrity ambassadors garnered 287,000 views, while the hashtag #pradaholiday2024 amassed 2.5 million reads on Xiaohongshu. Highlights included K-pop star Karina baking gingerbread cookies, blending luxury with festive cheer in a way that felt approachable and authentic to young audiences.
Miu Miu: Minimal but Memorable
Miu Miu’s 2024 Holiday Collection was introduced through a Weibo video that accumulated 127,000 views. While the brand’s Xiaohongshu presence was limited, its Milan window displays became a hot topic among Chinese netizens, with photos circulating widely on social platforms. Despite a less aggressive approach, Miu Miu managed to capture attention with its sophisticated holiday aesthetics.
Louis Vuitton: Subtle but Strategic
Louis Vuitton’s festive campaign highlighted its #LVGiftgivingguide hashtag, which gained 5.4 million reads on Xiaohongshu. A Weibo video garnered 77,000 views, subtly promoting the holiday season while building anticipation for the brand’s upcoming 2025 Takashi Murakami collaboration. This dual approach ensured Louis Vuitton remained top-of-mind for both holiday shoppers and trend followers.
Gucci: Embracing the Festive Spirit
Gucci went all-in on Christmas marketing with a focus on its holiday-themed store windows. Locations in Chengdu, Shenzhen, Los Angeles, and Milan were showcased on Xiaohongshu, while the hashtag “Gucci Holiday Gift” (#古驰假日献礼) amassed an impressive 750 million views. A campaign video on Weibo garnered 761,000 views, solidifying Gucci’s position as a go-to brand for holiday gifting in China.
Takeaways for Luxury Brands
1. Localized Experiences: From Dior’s café to Loewe’s artisanal pop-up, creating festive experiences that align with local preferences helps luxury brands connect deeply with Chinese consumers.
2. Celebrity Power: Collaborations with global and local stars amplify reach, as seen with Versace’s high-profile endorsements and Prada’s K-pop activations.
3. Social Media Dominance: Leveraging platforms like Weibo and Xiaohongshu ensures campaigns reach their intended audience while fostering user-generated content and organic engagement.
4. Balancing Global and Local: Brands like Chanel and Gucci successfully combine global campaigns with localized elements, ensuring their messaging resonates across diverse audiences.
Final Thoughts
As Christmas continues to evolve into a significant commercial event in China, luxury brands are finding creative ways to blend global traditions with local tastes. From dazzling window displays to interactive pop-ups and celebrity-driven campaigns, 2024’s holiday season highlighted the importance of innovation, storytelling, and strategic engagement in capturing the hearts of Chinese consumers.
