Marketing Currents - Business and Marketing Current Events

Chinese New Year: What Luxury Brands Must Understand For Marketing Campaigns


For the year of the Tiger, many luxury brands are deciding to court Chinese consumers on tiptoes. Caution is essential since marketing campaigns for this holiday have been often criticized for cultural appropriation and misinterpreting ethnic traditions.

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Discussion Questions:

  1. What is a luxury brand?
  2. What is positioning?
  3. How does the concept of positioning relate to luxury brands?
  4. What is seasonal marketing?
  5. Why is an effective seasonal marketing strategy particularly important to luxury brands?
  6. This news story reports that the Lunar New Year celebration is the most important holiday in the biggest luxury market. What does that mean and why is that important to a luxury brand?
  7. What is global marketing?
  8. Why is it important for marketers to understand their consumers before creating a global marketing campaign?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.