Mastering the art of marketing and advertising…
On the 1st of October each year the Chinese celebrate the founding of the peoples republic with a national holiday which has proven to be an appealing target for marketing & advertising. The holiday “Drives up to $127.4 billion” according to Chinese broadcaster CCTV. As the holiday has increased in popularity, its wake can be felt internationally, especially in fashion capitals such as London and Paris. “Many affluent Chinese choose to spend Golden Week abroad, something that did not take long to come to the attention of luxury retailers in Paris and London.”
The holiday has proven to be so lucrative that London based company Harrods now coordinates special events to attract Chinese tourists and holiday makers. Even companies such as Burberry provide pop up stores to cater to the holiday event.

However, “in order to tap the opportunity efficiently, it’s vital that European retailers advertise to tourists in China before they select a destination and set off.” To derive the most profit from the influx of Chinese shoppers companies must make their products available to the Chinese public. Companies have developed apps in mandarin and hired mandarin speaking employees for the occasion. The marketing and advertising potential is limitless, any business with a clear incentive to grow will make great use of the Chinese ‘Golden Week’.

Read more into the topic by clicking the hyperlink above or here: http://www.businessoffashion.com/2013/10/forget-fashion-week-its-golden-week.html