UK brand Superdry has launched its 11th annual Lunar New Year collection across Australia, in a bid to capitalise on the expected return of Chinese tourists to the country.
The move follows the relaxing of restrictions across China last month.
Superdry said it is strengthening its connection to the Asian-Australian market through the curation of a 25-piece collection that channels both Superdry’s vintage varsity aesthetics and the Lunar New Year celebrations.
The collection includes a range of mens and womens tees, jackets and track suit sets featuring red and gold embroidery and iconography. The t-shirts are made with 100% organic cotton, and the range includes Superdry’s iconic Suikajan jackets.
Superdry’s latest collection launch will include a discount of $88 - a lucky number in Chinese culture - when customers spend more than $300.
The collection will also be supported by a sizeable marketing campaign across digital marketing channels including TikTok, Instagram and WeChat. Australian key opinion leaders have also been onboarded to help further drive the campaign and localise it to the Australian market.
Superdry said the recent return of Chinese tourists to Australian shores poses a significant opportunity for retailers. According to Statista, the Chinese tourist dollar was worth approximately $2.4 billion dollars to the Australian economy in 2020, prior to the pandemic.
Last month, the Reserve Bank of Australia said that the return of Chinese tourism in Australia is a key factor towards the recovery of the tourist dollar, noting that Chinese visitors accounted for around 20% of total tourism spending in 2019.
“The outlook for Chinese tourism (and international students from China) remains highly uncertain and will depend on a number of factors, including China’s policies to restrict the spread of COVID-19, the outlook for the Chinese economy and the travel preferences of Chinese tourists more generally,” the RBA noted.
The Superdry Lunar New Year collection retails between $59.95 and $199.95 and is available exclusively in Superdry concept stores and on the Superdry website.