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  • New Look sells Britishness in China
  • New Look sells Britishness in China
    New Look (2015) ©

New Look sells Britishness in China

Britishness – from Rolls Royce to Burberry – is a huge selling point in China. But what about lower-end products? Fashion chain New Look has announced its expansion into China is moving faster than expected. So what's fuelling this love for an everyday British high street retailer?



  • Article image Beyond Bespoke: selling Britishness to the super-rich

    Britishness is a huge selling point for HNWIs across the globe, from Rolls Royce and Burberry in China to British butlers in Dubai. Can Beyond Bespoke’s ‘The Little Black Book’ of Britain’s most exclusive specialists become the passport to a secret world of UK luxury?

  • Article image Jiuxian: selling wine online in China

    Chinese wine used to be poor quality, made for export, and marked-up at inflated prices. But now it's the biggest market for red wine, with Chinese people buying 1.86 billion bottles in 2013. How did Jiuxian create wine connoisseurs and become China’s largest alcohol e-tailer?

  • Selling ‘Britishness’ abroad Selling ‘Britishness’ abroad

    While it may be increasingly difficult to define what 'being British' means, the country’s core eating habits have stood the test of time. Exporting this abroad, Londoner Harry Spencer has opened what he claims is China’s first authentic British restaurant.

  • Article image The role of foreign brands in China

    Brands from around the world are keen to appeal to China's evolving middle market. But what do Chinese people want from foreign brands? We spoke to marketing professor Lily Dong to find out.