“It’s a kind of greenwashing,” she said, referring to companies that use green claims to appear eco-friendly but actually take no action.
It is true that the campaigns related to the event are multiplying as the celebrations of January 22nd draw ever closer.
In Toronto, for example, Holt Renfrew stores offer Lunar New Year afternoon tea, while Hudson’s Bay has created a themed storefront and merchandise. Canadian retailers like Canada Goose and Herschel also offer gift ideas on their websites to boost online sales.
High-end brands like Dior and Montblanc offer everything from handbags, fountain pens, clothing to themed cosmetics. The items are often bright red and gold in color and feature an image of the zodiac sign of the year.
It must be said that the Lunar New Year comes at the end of a series of shopping events, Black Friday, Christmas and the post-Christmas sales, at a time when sales are generally bottoming out.
“It’s a quiet time in retail,” said retail analyst Bruce Winder. “Many businesses lose money in the first few months of the year. […] Lunar New Year is an opportunity to create a mini sales event. »
Almost 20% of the population is of Asian origin
It’s part of the retail industry’s effort to reflect the diversity of the Canadian landscape and “to provide customers with distinctive services, products and events that reflect their experiences and backgrounds,” according to Retail Council of Canada national spokesperson Michelle Wasylyshen.
According to Statistics Canada, as of 2021, more than seven million Canadian residents reported being of Asian descent, nearly 20% of the total population. Canadians of Chinese descent made up almost 5% of Canada’s total population in the same year.
On the other hand, “some companies just stick a rabbit on a product and call it a New Year’s gift,” Chung said; 2023 is the year of the rabbit in the Chinese and Korean zodiac.
“I saw a red Playboy sweater with the bunny on it that made me cringe,” she said. “But some stores are taking a more thoughtful approach, involving Asian artists to create something special. »
Clothing retailer Aritzia, for example, launched a limited-edition Lunar New Year collection this year featuring artwork by four Chinese-born artists.