Superdry Australia is strengthening its connection to Asian-Australian consumers, launching its 10th Lunar New Year collection.
In celebration of the Year of the Ox, the 18-piece collection re-imagines Superdry’s vintage varsity collection through the iconography of the ox.
Launched during a traditionally slow period after Christmas, the collection is supported by a marketing campaign across digital channels including WeChat and Little Red Book.
According to WeChat owner Tencent, WeChat had more than 1.2 billion monthly active users as of March 2020, while reports suggest that the platform has approximately three million users in Australia.
Australian key opinion leaders have also been onboarded to help to further drive the campaign and localise it to the Australian market.
Red accents feature throughout the range which includes 100% organic cotton t-shirts, t-shirt dresses and bomber jackets.
The limited-edition collection also includes new hand-drawn graphic language and embroideries, as well as a customised swing ticket and branding package.
To celebrate the launch, Superdry customers can save $88 - a lucky number in Chinese culture - when they spend $300.
The Superdry Lunar New Year collection is available exclusively in Superdry concept stores and on the Superdry website and retails for between $49.95-$179.95.