I opened the website and visited stores with hopeful anticipation. And then I found it. A red Moleskine notebook with the a black and gold fire horse. I was excited to find the perfect gift for the mark a friend’s Lunar New Year celebration. After the item was wrapped and bestowed upon the gift recipient, I realized that I was no longer the cynical critic. Brands’ assortment special edition offerings was no longer “just marketing” to me. This time around, it was there to meet my needs.
Yes, it is still “just marketing,” but now I can see the limited edition Lunar New Year products as marketing in the proper sense. The push for red themed items meets a specific need that the regular assortment can’t. It’s a way to tap into people’s joy and desire to provide auspicious gifts for their loved ones. Marketing is the set of choices you make to uncover and meet the needs of your consumer base. Those products do just that. I can see that much more clearly now.
However and whenever you celebrate the new year in your culture, I hope you have a happy one filled with joy and good fortune for you and yours.
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A Wren Says 
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