Luxury brands celebrate the Year of the Rabbit

Günay DEMİRBAĞ It is foreseen that the luxury world will not stop its growth despite all the negative market effects and will maintain its stable development in the coming years. According to the report, which was carried out in cooperation with Bain & Co Consulting firm and Altagamma, the growth rate of the luxury market will develop resilient until 2030. China is an important market for luxury goods Although China has lost some momentum during the Covid restriction process, it ranks high in the luxury market rankings. That’s why leading brands active all over the world attach great importance to China and develop special marketing strategies. In addition to other luxury products, Switzerland is the second country to export the most watches. According to the latest 2022 FHS (Federation of the Swiss Watch Industry) figures, 212.0 million CHF watches were sold from Switzerland to China in November alone. The fact that there was a regression in the market, albeit small, compared to the last two years did not diminish the importance that the brands attach to the Chinese market. In addition to the frequent use of the auspicious number eight or making products dedicated to it, it enabled the leading companies of Europe to create their product design content by targeting the Far East during the Chinese New Year. The Year of the Rabbit begins on January 22, according to the Chinese Zodiac calendar. The Chinese Zodiac calendar consists of a 12-year lunar cycle, each symbolized by a different animal. The year of the rabbit ranks fourth in this cycle. On January 22, the celebration of the new Year of the Water Rabbit begins. It is also seen as the beginning of the spring of this period. The celebrations will last for two weeks and will end on the night of the first full moon. Last year was celebrated as the Year of the Tiger, representing a more active life. The Chinese astrological chart is handled differently from the rest of the world. Everything in the universe has a counterpart that matches 5 elements. The elements listed as water, wood, fire, earth and metal also affect the Zodiac years with all their inclusive aspects. Rabbit has a mythological privilege in the entire 12 zodiac series. The only animal that lives with the Moon Goddess Chang. 2023, which will be dominated by feminine energy due to the goddess, also marks the year of good luck and opportunities. Rabbit mostly symbolizes nature, prosperity and peace and symbolizes spring. When we combine all these codes, hopeful analyzes for 2023 emerge. It signifies rebirth, renewal, rejuvenation. The Year of the Rabbit is also explained as the Year of the Water Rabbit, as it is in the water energy of Yin. The abundance of water, dew grains support regeneration and even rebirth. It brings with it intelligence, kindness, and moderation. Although bad scenarios are mentioned around the world for 2023, the Chinese Zodiac Year Rabbit points to a much more positive future by running through the trees through nature. NIKE CELEBRATES ‘YEAR OF THE RAI’ WITH DUNK LOW Nike Dunk Low unveiled its shoe for “Year of the Rabbit”. Rabbit-themed sneakers feature accents reminiscent of the animal’s furry exterior. The Nike logo on the tongue is replaced by a Chinese character representing this year’s Zodiac animal. Complementing the rabbit motifs, the navy blue, blue, red, yellow and skin tones gave the model a harmonious look. GUCCI WISHES A COLORFUL YEAR Gucci has prepared a colorful special capsule collection for the meaningful year. He used the rabbit as a print or embellishment on bags, shoes, textile accessories, jewelery and watches. Different designs of rabbits were included in all products. Paired with bold geometric patterns, Gucci’s freedom-loving style was used in both men’s and women’s collections. IWC SHAFFHAUSEN – Portugieser Automatic 40 Preferring to use the auspicious burgundy color on the dial, IWC Shaffhausen presented its model for the year of the rabbit with a 40 mm diameter stainless steel case. The symbol of the Chinese lunar year used the rabbit on the back of the case in the automatic winding mechanism. LONGCHAMP Longchamp produced the iconic Pliage with a different twist. This limited edition becomes the canvas of a humorous print that represents the generosity of the bunny, or is adorned with a leather badge of a resourceful bunny head holding a Pliage bag. SPECIAL CARAN D’ACHE PEN WITH CHINESE POLISHING TECHNIQUE Caran d’Ache adds a new model to its luxury pen collection for the rabbit that symbolizes calmness. Dark colors of the special Chinese varnish were used on the body of the pen. The rabbit pattern was applied with a fine engraving technique. LOUIS VUITTON Brand welcomes the Year of the Rabbit with a playful, cheerful bunny. Patterns that integrate with the motifs of the fashion house were applied on accessories, scarves, jewelery and handbags.