burberry cny 2019 | Why Burberry’s Chinese New year campaign doesn’t

Burberry's 2019 Chinese New Year campaign, launched with the intention of celebrating family traditions and togetherness during the festive period, proved to be a complex and multifaceted event. It sparked a range of reactions, from recognition of the brand's effort to engage with its Chinese consumer base to criticism about its artistic direction and perceived misrepresentation of the holiday spirit. This article will delve into the various aspects of the Burberry CNY 2019 campaign, analyzing its strengths, weaknesses, and the broader context of luxury brands navigating the sensitive landscape of cultural marketing in China. We will explore the campaign's themes, imagery, and the controversies it ignited, ultimately examining why it became a subject of both praise and scrutiny.

Burberry Releases Its First Chinese New Year Campaign: A Bold Step into a Crucial Market

The year 2019 marked Burberry's first dedicated campaign specifically designed for the Chinese New Year. This move signaled a significant recognition of the importance of the Chinese market to the brand's overall success. China represents a massive consumer base for luxury goods, and Chinese New Year is a peak season for spending and gifting. Therefore, a dedicated CNY campaign was a logical step for Burberry to solidify its presence and appeal to this vital demographic.

The campaign aimed to capture the essence of the holiday, focusing on the values of family, tradition, and reunion. It was built around the idea of families coming together to celebrate the New Year, honoring their heritage, and sharing in the joy of the festive season. Burberry sought to position itself as a brand that understood and appreciated these cultural nuances, thereby fostering a stronger connection with Chinese consumers.

The campaign imagery featured a family, elegantly dressed in Burberry's signature styles, posing for a group photograph. The setting was a traditional Chinese courtyard, complete with red lanterns and symbolic decorations associated with the Lunar New Year. The intention was to create a scene that resonated with the familiar and cherished traditions of the holiday, evoking feelings of warmth, nostalgia, and familial love.

However, this initial foray into the Chinese New Year marketing landscape wasn't without its challenges. While the campaign aimed for cultural authenticity and celebratory spirit, it faced criticism for its perceived somber tone and the overall aesthetic, which some felt failed to capture the true essence of the holiday.

Why Burberry’s Chinese New Year Campaign Doesn’t Quite Hit the Mark: A Critique of Tone and Representation

Despite the brand's intentions, the Burberry CNY 2019 campaign received a considerable amount of negative feedback, particularly from Chinese consumers. A primary criticism revolved around the perceived lack of joy and festivity in the imagery. The models in the photographs, while impeccably dressed, appeared somber and almost melancholic, a stark contrast to the vibrant and celebratory atmosphere typically associated with Chinese New Year.

Many viewers felt that the campaign failed to capture the essence of the holiday, which is characterized by lively gatherings, bright colors, and expressions of happiness and optimism for the year ahead. The subdued color palette and the serious expressions of the models created a mood that was perceived as being too formal, cold, and even slightly depressing.

Furthermore, some critics argued that the campaign perpetuated a stereotypical and outdated image of traditional Chinese families. The stoic poses and the formal attire contributed to a perception of rigidity and a lack of genuine emotional connection between the family members. This representation, they argued, failed to reflect the modern realities of Chinese families and the evolving ways in which they celebrate the New Year.

The lack of relatability was another major point of contention. While luxury brands often showcase aspirational lifestyles, the Burberry campaign seemed to miss the mark in creating a connection with the average Chinese consumer. The family depicted in the campaign felt distant and unattainable, making it difficult for viewers to identify with their experiences and emotions.burberry cny 2019

Ultimately, the criticism highlighted the importance of cultural sensitivity and authenticity in marketing campaigns targeting specific demographics. Burberry's attempt to connect with Chinese consumers during the New Year fell short due to a perceived misrepresentation of the holiday spirit and a failure to capture the genuine joy and warmth associated with the occasion.

Burberry is Running a Lunar New Year Ad but Some are Unimpressed: Navigating Cultural Nuances and Avoiding Stereotypes

The online reaction to the Burberry CNY 2019 campaign was swift and decisive, with many social media users expressing their disappointment and criticism. The hashtag #BurberryCNY2019 became a focal point for discussions and debates about the campaign's merits and shortcomings.

One of the most common criticisms was the perceived "grim" atmosphere of the campaign. Commenters pointed out the lack of smiles and the overall somber mood, questioning whether it accurately reflected the celebratory spirit of the Lunar New Year. Some even joked that the family looked like they were mourning rather than celebrating.

Others criticized the campaign for its perceived lack of cultural understanding. They argued that the imagery reinforced outdated stereotypes of traditional Chinese families and failed to capture the dynamism and diversity of modern Chinese society. The campaign was seen as being too generic and lacking in authentic cultural elements that would resonate with Chinese consumers.

The controversy surrounding the Burberry CNY 2019 campaign underscored the challenges that luxury brands face when attempting to connect with diverse cultural audiences. It highlighted the importance of thorough research, cultural sensitivity, and a deep understanding of the nuances of local customs and traditions.