- Danielle Wightman-Stone |
Westfield London and Stratford City shopping centres are preparing for a record number of domestic and international Chinese shoppers for Chinese New Year, which this year falls on February 8.
Chinese New Year marks one of the strongest sales periods for Chinese spending at Westfield shopping centres, alongside Chinese Golden Week in October and increasingly, the January sales period.
In 2015, Chinese spending at Westfield Stratford City during February increased 57 percent year-on-year, with Chinese shoppers accounting for 16 percent of non-EU-spend. Spending in Westfield London's luxury quarter, The Village, grew by 22 percent in February 2015 with China being the largest non-EU spending market at Westfield London making up 14 percent.
Westfield marketing director - UK and Europe, Myf Ryan, said: "China is the number one international market to visit Westfield London, particularly The Village. These visitors are driven by their favourite designer brands, Louis Vuitton, Burberry and Gucci*. Each year during Chinese New Year local and international Chinese shoppers visit both centres to shop at our luxury brands and experience Westfield's unrivalled, personalised Chinese service.”
Westfield offers a number of services that make them appealing to Chinese shoppers including Mandarin speaking concierge and retail staff, bespoke collateral such as Mandarin mall guides and digital in-centre screens, and an optimised Mandarin website. Westfield also widely accepts China Union Pay cards, as well as on-site tax refunds and free coach parking for group visits.
To mark the sales period, both Westfield shopping centres are putting on a number of events including workshops for Chinese calligraphy, art and making Chinese lanterns, as well as having face painters, Chinese dancers and lion dance performances.