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Agenda-setting intelligence, analysis and advice for the global fashion community.

Brands Must Rethink Their Approach to Chinese Festivals

Qixi and other festivals offer valuable marketing opportunities but a crowded shopping calendar and overzealous brands are contributing to consumer fatigue.
Cai Xukun stars in Prada's innovative Qixi campaign. Prada
Cai Xukun stars in Prada's Qixi campaign. Prada

Jessica Chen didn’t buy anything for Qixi this year. Though the Beijing-based businesswoman usually looks out for special Qixi-themed products from her favourite brands to mark the festival, this year she was just too worn out to bother.

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