The second consideration for a localised retail environment is the use of recognisable hooks; things that are of common interest to every Chinese person. We have seen how many brands over the past few years have used celebrities as ambassadors because they are trusted and looked up to by consumers. These are expensive hooks, but there are other far more cost effective ways to attract and retain the attention of the Chinese people in a store.

Two common elements in Chinese life that can be used as recognisable hooks are food and subtitles! This will sound bizarre in an article talking about luxury but they will draw and keep consumers attention, let us explain why. Every TV programme shown in China has subtitles, even if it’s a Chinese programme because of the variation in dialect or accent it’s easier for everyone just to read the spoken word in pinying…

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