Gucci Goes Local For Chinese New Year, Chases Little Emperors

Looking for the perfect Chinese New Year gift for the luxury devotee who’d be turned off by Year of the Snake editions by brands like Alexander McQueenSmart, and Vacheron Constantin? Look no further than Gucci’s China-facing luggage tags, imprinted with one of two auspicious golden characters — 囍 (“double happiness”) or 福 (“luck”) — and crafted in blue or red leather. Far less overt than other recent China-facing collections, Gucci’s tags seem to be getting a largely (yet not unanimously) positive response on Sina Weibo. While some commenters have remarked that the tags lack pizzazz, one wrote that they “highlight the power of the China market.” (凸显出中国市场的强大)

In other Gucci news, the brand is looking to attract a much younger Chinese consumer with a Gucci Kids pop-up in the atrium of Grand Gateway 66 (上海港汇) in Shanghai. Running from January 28-February 2, the pop-up includes plenty of activities and candy for the little emperors, in addition to Gucci Kids clothes and accessories.

Grand Gateway 66
1 Hongqiao Lu, Xuhui District, Shanghai


Fashion, Market Analysis, Marketing