Red envelopes, and much more besides

A Chinese looks for shoes in Selfridges department store. [Photo / China Daily]

Gieves & Hawkes, a 205-year-old British luxury brand, is also handing out red packets to customers in celebration of Chinese New Year.

In the past year, there has been a 20 percent rise in Chinese customers, says Jolyon Bexon, general manager of Gieves & Hawkes' store at 1 Savile Row. Many of the Chinese customers are primarily interested British handmade tailoring.

The iconic British punk footwear brand Doc Martens is giving customers a 15-percent discount as part of its Chinese New Year campaign. The brand has also designed a limited edition Chinese New Year tote bag, which it will be giving to customers who spend more than 150 pounds in its Covent Garden shop.

The Cambridge Satchel Company, which produces satchels and other leather goods, hosted a VIP Chinese New Party in its Covent Garden store on Jan 16 and handed out bubble tea drinks and dim sum.

The department store Selfridges will be launching Chinese New Year gift cards tucked inside lucky red envelopes.

They will also have an in-house calligrapher creating uniquely designed cards, complimentary with any purchase made in The Wonder Room. Burberry will also have its own expert personalizing envelopes with traditional Chinese calligraphy, complimentary with any Burberry purchase.

Shoppers can also learn more about the makeup art of ancient Chinese woman with the help from one of RMK's makeup artists.

"Chinese customers are one of our most important international customers, so we want to make sure they have the best possible experience at Selfridges. To enhance this experience, Selfridges has very recently opened a new international customer services lounge, a space catering to the needs of tax-free shopping customers," a Selfridges spokesperson says.

The lounge, relocated from the Selfridges flagship store's lower-ground floor to the fourth floor, is now three times bigger, spread over 1,486 square meters.

Westfield, another major department store, was to hold various activities on Chinese New Year Day. Westfield Stratford City was to host a Chinese cooking class, while Westfield London was to have calligraphers and a Chinese tea ceremony. Both centers will be celebrating with traditional lion dance performances throughout the weekend.

Westfield Director Myf Ryan says that over the past few years, Westfield has invested in developing extra services for Chinese shoppers, including Mandarin-speaking concierge staff and mall guides and a website in Mandarin.

"We are also working more closely with travel agents in China to build awareness of Westfield in the UK and help to support our retailers by increasing Chinese foot traffic to the centers," Ryan says.