The Retailer Spring_09.05_FA
On top of that, London and other UK cities could do more to appeal to Chinese shoppers. Paris has focused its strengths to great success, so it makes sense that British cities with their rich heritage and strong brand should do the same. Since the 2012 Olympics, for example, the UK brand has evolved in the mind of affluent Chinese consumers in areas such as education, creativity, design and music. British cities can do more to play to these strengths with targeted outreach campaigns, both online and offline, to attract them. When it comes to growing Chinese footfall here in Britain, retailers have to be aware of peak travel seasons when consumers are most receptive, understand their own brand appeal and craft a suitable on-brand story to spark interest. Chinese shopper appeal is not just a potentially lucrative opportunity, it’s a real and concrete part of the savvy marketer’s annual calendar. Sophisticated shoppers are looking for something nuanced, unique and which they identify with on a personal level. The UK brand has evolved in the mind of Chinese consumers in areas such as education, creativity, design and music.
JONATHAN SMITH // email@example.com
// +44 (0)7401 832425 // www.hotpotchina.com
the retailer | spring 2019 | 11
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