How Retailers Can Leverage Events for Growth in 2025

In recent years, Australian retailers have begun to harness the power of events not just as short-term opportunities, but as integral components of long-term growth strategies. With a growing focus on creating authentic, mutually beneficial partnerships, brands are tapping into the cultural calendar in more meaningful ways. Events like the Australian Open, Lunar New Year, and Valentine’s Day offer fertile ground for retailers who approach them with a deep understanding of their customer base and a commitment to authenticity.

Image Source: July

THE AUSTRALIAN OPEN: THE NEW MELBOURNE CUP

The Australian Open has evolved beyond a mere sporting event, now positioning itself as a key moment for high-profile brand activations. In recent years, the event has become a powerful platform for brands to showcase their products to both a local and international audience. Retailers like July and Mecca have led the way, using the tournament to create immersive, on-brand experiences.

Image Source: Mecca

A standout example from the 2025 Australian Open is July’s limited-edition Carry On suitcase, created in collaboration with the event. This exclusive product features a detachable racquet sleeve, blending functionality with sport-inspired design. This partnership exemplifies how retailers can use major events to create unique, desirable products that appeal to a wide audience, while staying true to their brand identity. Similarly, Mecca’s activation at the Australian Open’s AO Topcourt precinct offered tennis fans curated beauty services, tying into the brand’s core message of inclusivity and local connection. By aligning with the Australian Open’s energy and creativity, Mecca successfully showcased its brand to over 15,000 visitors while reinforcing its Melbourne roots.

Retailers should recognise that partnerships with major events like the Australian Open can serve as powerful tools for product innovation and brand visibility, provided they stay authentic and in tune with their audience.

Image Source: Loewe

LUNAR NEW YEAR: UNDERSTANDING CULTURAL NUANCE

Lunar New Year celebrations have become increasingly important for retailers, particularly in Asia and among Chinese communities globally. Major luxury brands, such as Loewe, are leading the way in using this event to create authentic, culturally resonant campaigns. Loewe’s collaboration with master Chinese artist Xiong Songtao to create a capsule collection for the Year of the Snake demonstrates how cultural traditions and modern luxury can merge seamlessly. By drawing on the rich heritage of Chinese cloisonné and working with skilled artisans, Loewe ensured that its collection wasn’t just a superficial nod to the holiday but a deep dive into cultural authenticity.

Image Source: Nike

Other brands, such as Nike, have tapped into this opportunity by designing custom “Serpent Spirit” outfits for athletes, including tennis sensation Zheng Qinwen. These types of collaborations go beyond the typical promotional offering, creating meaningful connections with consumers who value brands that take the time to understand and celebrate cultural traditions.

For Australian retailers, following suit means embracing the significance of cultural celebrations like Lunar New Year in a way that is both respectful and innovative, leading to stronger, more authentic connections with their audience.

Image Source: Reformation

VALENTINE’S DAY: MOVING BEYOND CLICHÉS

For Valentine’s Day 2025, brands moved away from the tired red and pink clichés, choosing instead to use the occasion to amplify their broader brand narratives. Fashion brand Reformation exemplified this shift with a Valentine’s campaign featuring comedian Pete Davidson as their “official boyfriend.” Rather than focusing on traditional romantic imagery, the campaign leaned into Reformation’s playful, humorous identity, while also engaging with their community on a deeper level. The campaign wasn’t just about the holiday; it was about creating a lasting, meaningful brand moment that felt genuine and consistent with the brand’s values.

This approach contrasts with more conventional Valentine’s Day campaigns, demonstrating how brands can move beyond seasonal clichés to create long-lasting connections with their audience. By integrating humour and authenticity, Reformation effectively used Valentine’s Day as part of a larger brand-building strategy, rather than a one-off event.

Retailers should take a page from brands like Reformation and think about how they can integrate meaningful campaigns into their overall brand identity, rather than treating them as isolated, time-sensitive events.

AUTHENTICITY AND PARTNERSHIPS: THE KEY TO SUCCESS

One of the most important lessons for retailers looking to capitalise on major events is the need for authenticity in their partnerships. Consumers today are more savvy than ever; they can quickly spot when a brand is simply jumping on a bandwagon. Authenticity must be at the heart of any partnership, ensuring that the collaboration makes sense for both the brand and its audience.

The partnerships between July and the Australian Open, or Loewe and Lunar New Year, are prime examples of how mutual benefit can lead to long-term success. Both brands have remained true to their identities, while also tapping into the cultural significance of these events. This creates a win-win situation: consumers feel more connected to the brand, and the brand benefits from increased visibility and sales.

For retailers, aligning with the right events and partners can open doors to new customers and markets, but only if the partnership is authentic and adds value to the customer experience.

In Conclusion…

In 2025, Australian retailers have an unprecedented opportunity to leverage the event calendar to drive brand growth, visibility, and customer loyalty. Whether it’s through authentic, on-brand partnerships during events like the Australian Open or Lunar New Year, or by avoiding the pitfalls of cliché marketing campaigns during holidays like Valentine’s Day, the key to success lies in understanding the event’s cultural significance and aligning it with the retailer’s core identity.

As we look to the future, the brands that will thrive are those that create meaningful, mutually beneficial partnerships that resonate with their audience, stay true to their values, and understand the power of cultural events to connect with consumers on a deeper level.

READY TO LEVERAGE MAJOR EVENTS TO GROW YOUR RETAIL BUSINESS?

At RetailOasis, we utilise qualitative, quantitative, and intuitive methods to understand the current and future customer of your brand. Through in-depth study, we identify which events, holidays, and opportunities are most meaningful to your audience, shedding light on a successful, on-brand, and meaningful pathway forward—verified and guided by the customer.

Contact us today to discover how we can help your brand maximise these opportunities and drive growth in 2025 and beyond.