New York Department store, Lord & Taylor has shifted its January window schemes to red and gold to celebrate Chinese New Year and the Year of the Rooster.
With simple, but visually effective, formatting the retailer has used red and gold paper origami roosters of different scale throughout its Fifth Avenue windows.
Targeting the Chinese shopper dollar has become a key marketing tool for retailers as more Chinese tourists visit the US. However, 2017 may turn out to be a tougher sales environment as currency headwinds reduce tourist spend.
Mid–market travel spend is holding up better though and Lord & Taylor’s bid to acknowledge the importance of the season and welcome the international tourist and also the Chinese American shopper via relevant window displays is a shrewd move. Chinese New Year also falls at a time when the non-luxury New York shopper is still battling the cold and facing a minimum of another two full months of winter. A full-on spring focused window installation seems somehow wildly inappropriate and this is a canny compromise.