British Airways, VisitBritain, and brands from the ‘London Luxury Quarter’ have teamed up to present a hands-on luxury experience to Chinese consumers in Shanghai and Chengdu with two events called London Luxury. By Appointment.
Taking place from September 17-19 at The Langham Xintiandi Shanghai and from September 24-26 at the brand new St. Regis Chengdu, London Luxury. By Appointment will give Chinese luxury consumers the chance to get up-close-and-personal with the top artists, craftsmen, chefs, and personal consultants from Britain’s most iconic brands. The events will feature day-time workshops, one-on-one appointments with brand representatives, and cocktail receptions each evening.
“Britain has always excelled at luxury across the country. There has been an unprecedented rise in luxury hotels, restaurants, shops and spas, many of them in gorgeous historic buildings, others in exciting new builds. A luxurious urban adventure and Britain’s beautiful natural landscape offer visitors an unforgettable travel experience,” said Robin Johnson, Head of Overseas Operations & China Project Director for VisitBritain.
The British brands represented at the events are from the ‘London Luxury Quarter,’ which encompasses the most fashionable areas of London—Mayfair, Piccadilly, and St. James. Brands include Fortnum & Mason, Browns Fashion, Gieves & Hawkes, Floris London, Selfridges, John Lobb, Bremont Watches, Jaguar, The Langham London, and Hakkasan.
Mark Henderson, the Chairman of ‘London Luxury Quarter’ said of the events, ““We have seen amazing growth in Chinese visitors in the past two years – surpassing spending of other international visitors – and we are doing more to ensure they have an unforgettable experience. So it is hugely exciting to bring a taste of that directly to consumers in China.”
We’ve noted Chinese consumers’ infatuation with Britishness before, and London Luxury. By Appointment is the perfect opportunity for more British luxury brands to foster relationships with wealthy Chinese consumers.
“Chinese visitors are more independent and sophisticated than ever before. They are looking for experiences that are unique, that show-off the best in British craftsmanship, and London Luxury. By Appointment is a great platform to give a taste of just that,” said VisitBritain’s Robin Johnson.
The incentives for these British luxury brands is clear. Chinese visitors to Britain increased by 9.3 percent in 2013, and they spent on average US$4,217 per person, nearly four times the global average.
image credit: londonluxuryquarter.com