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Published on : Wednesday, November 6, 2013
The world’s leading luxury travel retailer DFS Group installed the new T Galleria—a rebranding 1first unveiled in September at its Waikiki location—to its three downtown stores in Hong Kong last week,. In a celebration taking place in both its founding city and global headquarters, the LVMH-owned retail group hosted a preview day along with a “T in Art” to showcase in conjunction with the Hong Kong Tourism Board and celebrity guest Daniel Wu. Actor Daniel Wu at T Galleria’s Hong Kong rebranding celebration. (Jenny Gao).
With 420 boutiques in 10 countries, DFS is the largest single retailer to Chinese consumers outside China, and of the $102 billion spent by travellers from China on international tourism in 2012, approximately 65 per cent was shopping-related. This is no different in Hong Kong, where DFS stores in Tsim Sha Tsui East, Tsim Sha Tsui Canton Road, and Causeway Bay Hysan Place serve as retail havens for more than 18 million visitors a year, a majority of which are mainland Chinese. Together with the 48 retail spaces DFS operates at Hong Kong International Airport, the Group offers a comprehensive selection of categories, including beauty & fragrances, fashion & accessories, watches & jewelry, and wine & spirits.
Philippe Schaus, CEO of DFS Group, notes that these changes did not come overnight but have been an evolution. “The launch of T Galleria follows several years of significant upgrades to our global store network and the introduction of highly personalised services that today have made our Gallerias luxury retail destinations unto themselves.”
DFS’s marketing campaign featured other aspects to draw the attention of mainland Chinese travelers. By partnering with the Hong Kong Tourism Board, which recognizes the importance of attracting Chinese tourists, DFS has unveiled a new art platform for tourism in the city called “T in Art”, which features giant sculptures of “T’s” placed within the popular tourist attraction Avenue of the Stars. Various iconic Hong Kong artists and entrepreneurs were invited to design their own “T”, including film director Patrick Kong, hotelier Yenn Wong, and actor Daniel Wu, who was first to unveil his “T” when he joined DFS on the preview day.
At the press conference on October 28th, Jing Daily talked to Benjamin Vuchot, regional president of Asia North for DFS, to learn more about the company’s strategies to cater to the needs of the affluent Chinese traveler abroad. “In the last 10 years, the sophistication of the Chinese affluent consumer and traveler has really risen substantially. Whereas we previously only had customers from Tier 1 cities like Beijing and Shanghai, now we are seeing newly rich customers from