A growing trend among young Chinese professionals involves purchasing luxury items believed to bring good luck, contributing to the popularity of brands like Vivienne Westwood, Tiffany, and Van Cleef & Arpels. This surge in interest aligns with a broader fascination with astrology, divination, and superstition, prompting consumers to attribute mystical properties to luxury products.
Social media platforms such as Weibo, Douyin, and Xiaohongshu have become hubs for discussions on esoteric beliefs, with topics ranging from Western horoscopes to traditional Chinese practices like “purple star astrology” and “The Four Pillars of Destiny.” Despite some skepticism, a significant portion of the population, about one in four Chinese citizens according to a survey by the China Association for Science and Technology, embraces these beliefs.
Experts suggest that this trend may stem from various factors, including economic uncertainties, the influence of social media, and a desire for hope and luck, particularly among the younger generation navigating a post-Covid world. Luxury brands capitalize on this trend by incorporating elements like constellations, tarot, and feng shui into their marketing strategies.
For instance, Gucci publishes monthly horoscopes on its WeChat account and promotes related products, while Dior’s large butterfly decorations on boutiques have sparked beliefs in their ability to bring wealth and good fortune according to feng shui principles. Sales data reflects the impact of these marketing efforts, with products featuring mystical elements experiencing significant growth in demand.
Despite the allure of these beliefs, luxury brands walk a fine line between leveraging them for marketing purposes and making unsubstantiated claims. While some consumers may be drawn to products associated with luck and positivity, others remain skeptical or may be deterred by high price points. As brands navigate this trend, there’s a call for a balanced approach that promotes inner peace and healthiness alongside the mystique of their products.
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