QiXi Festival, also known as “Chinese Valentine’s Day,” falls annually in August. Over the years, QiXi Festival has become an increasingly popular holiday for the retail sector.
This year, Tommy Hilfiger launched its first-ever QiXi Capsule for retail, franchise and consignment stores across China.
The brand collaborated with 'London Cupid', a local social media video program for the launch, which sparkled the interests of young consumers by connecting the Qixi capsule with the 'loving moment'.
“We tested the new couples on their understanding of lifestyle and fashion. If they were highly matching in their fashion tastes and preferences, we would invite them to our stores to try the Qixi capsule, and share their experiences," explained Alina Huang, Manager, Marketing, Brand Management, TH China. "We established a deep connection between the young consumers and our products.”
Keeping in line with Tommy Hilfiger’s Waste Nothing and Welcome All sustainability message, the QiXi gift boxes can be reused and transformed into fashionable household folders.
“We designed the capsule packaging box in an eco-friendly way. The box is not only convenient to use but also allows our customers to understand and connect with our brand message of environmental protection and sustainability,” said Alina.
Calvin Klein launched two new campaigns to celebrate QiXi Festival, “Soul Mate Matching” and “CKU Customization” on WeChat and e-Commerce platforms. The “CKU Customization” campaign allows consumers to design their own underwear. “Soul Mate Matching” is a game designed for consumers to play with friends, where they can ask each other questions and deepen their understanding of one another. Consumers with matching scores can win Calvin Klein coupons. Both campaigns had a significant impact in driving traffic and conversation around QiXi product.
Paul Lin, Senior Director of Marketing for Calvin Klein in China said, “By adopting a consumer-centric approach and addressing people’s needs of understanding and being understood, we can reach a wide spectrum of consumers and convert traffic into business.”
The legend behind the holiday revolves around two star-crossed lovers, Zhinu, the daughter of a goddess, and Niulang, a cowherd. When Zhinu’s mother finds out that they have fallen in love, she brings Zhinu back to heaven and casts a river between earth and haven to separate the couple – which is what we refer today as the Milky Way. However, their love eventually moves Zhinu’s mother and who allows them to meet once a year, on the seventh day of the seventh lunar month.