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Chinese spend in London doubled in December

Like for like spending by Chinese visitors to London more than doubled in December, as more Chinese tourists visited the city and their personal spending power grew.

Sales for the month were 103% up on December 2009, and Chinese shoppers accounted for 15% of all foreign sales in store, according to tax free shopping operator Global Blue

The average Chinese shopper in London spent 22% more in December 2010 than December 2009, while the average transaction size jumped two thirds, indicating that more Chinese shoppers are spending on luxury product.

Global Blue’s UK vice president Nigel Dasler said: “The newly acquired consumer mindset and the ever-increasing wealth in China has spawned the notion of retail holidays. And London is one of the most desirable fashion hotspots.”

Chinese shoppers traditionally gravitate towards big name luxury brands, but they are increasingly buying into less well-known names, he added.

Spend by Chinese shoppers at premium indie Browns Focus - which stocks brands such as 3.1 Phillip Lim, Ale, Cheap Monday - increased by more than 650% on last year, and average spend by Chinese shoppers at the indie is now £1,214.

Erin Mullaney, director of buying for womenswear and Focus, said: “Whilst they still gravitate towards the big luxury brands, we have seen a definite shift of attention and spend towards the younger, edgier designers that we seek out for Focus.

“They want to be able to go back to China and to show off the newest European designers that no one in China would have heard of yet.”

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