Selling Love in China: How Qixi Marketing Strategies Are Shifting

The Story

Rooted in a 2,500-year-old legend about two star-crossed lovers, the Qixi Festival drew activations from a broad range of global brands this year, including Gucci, Prada and Louis Vuitton. Now a major date in China’s love-themed shopping calendar, the occasion inspired everything from new product launches and campaign films to e-commerce initiatives and immersive offline experiences.

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Business of Fashion

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