Free Subscription

  • Access 15 free news articles each month


Try one month for $4
  • Unlimited access to news,insights and opinions
  • Quarterly and weekly magazines
  • Independent research reports and forecasts
  • Quarterly webinars with industry experts
  • Q&A with retail leaders
  • Career advice
  • 10% discount on events

How Superdry is using WeChat, Weibo and Little Red Book this Lunar New Year

(Source: Supplied)
To celebrate the Year of the Tiger, streetwear brand Superdry is unveiling its annual Lunar New Year collection via social media platforms Weibo, WeChat and Little Red Book (LRB). The fashion brand is marketing its 11th Lunar New Year collection directly to Asian-Australians this year through partnerships with popular local influencers, or key opinion leaders, who are creating dedicated content to showcase the brand in a way that feels authentic to each platform. The plan is to approach each pla