The Media Impact Value™ of Chinese New Year 2020 in Luxury Fashion
Chinese New Year 2020 by the Data
The Chinese New Year is more lucrative than ever and year on year more global brands are crafting strategies targeted at the annual holiday. In a recent report released by the Ministry of Commerce People’s Republic of China, it was highlighted that around $150B was spent by Chinese consumers during the Chinese New Year holiday period this year alone. In this data brief, we look at the bespoke campaigns of international luxury fashion brands and the Media Impact Value™ (MIV®) they generated in lieu of this annual event. We also breakdown the Voices that drove the most value for the Gucci x Dinsey capsule collection, as well as a ranking by MIV® of other top performing luxury fashion that also launched Chinese New Year campaigns.
In the Chinese New Year 2020 data brief, you will find:
- The Media Impact Value™ and a data analysis of the Gucci x Disney capsule collection
- An understanding of the Voices that generated the most value
- The MIV® generated by Burberry, Prada, Fendi and more