Eyeing the lucrative Chinese luxury market, Bloomingdale’s department store has launched its Chinese New Year celebration for the second year in a row.
From January 10 through February 15, Bloomingdale’s will celebrate Chinese New Year with a lineup of Year-of-the-Horse-themed exclusive items and events.
Select stores will host pop-up shops during the month-long celebration, featuring accessories, apparel, and home décor items. A Carmen Marc Valvo Couture red chinchilla jacket, a Longchamp Year of the Horse Tote Bag, and Bloomingdale’s own limited edition tote bag are a few of the items that will be offered in these shops.
Beyond the pop-up stores, Bloomingdale’s will also use the Year of the Horse motif in its decorations. The store will offer items catering to Chinese customers from brands such as Estée Lauder, Chloé, Burberry, and Dior as well.
From January 30 to February 2, there will be prize giveaways at four Bloomingdale’s locations across the United States: New York’s 59th Street, Chicago’s North Michigan Avenue, the San Francisco Center, and South Coast Plaza shopping center in California. Customers can open red envelopes for the chance to win bMoney gift cards worth $8, $88, or $888, since the Chinese consider eight to be a lucky number. Other prizes include exclusive Bloomingdale’s Year of the Horse items and discounts on cosmetics. The giveaway is inspired by the Chinese Lunar New Year tradition of giving money in red envelopes.
“While this is going to drive in-store traffic for Chinese consumers, it’s also going to attract other Bloomingdale’s consumers as well as potential new customers,” says Sarah Jones ofLuxury Daily.
Recognizing the importance of its Chinese clientele, Bloomingdale’s has sponsored a Chinese lifestyle newsletter and also boasts 193 Cantonese- and Mandarin-speaking associates, a year-long international tourism program including a savings pass and gift with purchase, and simplified Chinese versions of its guidebook and directories.
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