Superdry ANZ has this week launched its 11th annual Lunar New Year (LNY) collection, strengthening its connection to its Asian-Australian consumers.
This year's campaign follows the brand's successful 2021 LNY campaign, which reached 700,000 local users with a click rate of 14% over four weeks.
Launched in a traditionally slow retail period, the dedicated LNY campaign gives Superdry the chance to drive revenue following the busy festive period.
In similar fashion to last year, Superdry is utilising Key Opinion Leaders (KOLs) to create content for local users of WeChat, Weibo and Little Red Book, to promote the new collection and campaign.
According to SocialMediaNews, WeChat is the 11th most popular app in Australia with over 2.9 million active monthly users, while owner Tencent states that the app has 1 billion global active users.
Meanwhile SocialMediaNews reports that Weibo has 35,000 monthly active Australian users while Little Red Book has accumulated over 100 million active users globally, according to owners Tencent and Alibaba.
This year's Superdry KOLs have a collective Australian-based audience exceeding 2.1 million and are promoting Superdry's LNY offer of a saving of $88 when they spend $300.
Superdry ANZ marketing and PR manager Matthew Iozzi welcomed the launch of the brand's new LNY campaign.
"We wish to have genuine and authentic conversations with our customers and see these ‘emerging’ social media platforms are yet another avenue for us to do just that," he said.
The 2022 campaign features the new 19-piece unisex collection which is emblazoned graphics, bold prints and heavily detailed stitching.
Gold and red accents feature throughout the range which includes 100% organic cotton t-shirts, hoodies, hats, 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.
"We are proud to continue offering such an important collection that celebrates the diversity of Australia and culture of those within it," Iozzi added.
The Superdry LNY collection is available exclusively in Superdry concept stores and on the Superdry website and retails for between $39.95-$199.95.