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Download London's luxury department store Westfield took steps to woo high-spending Chinese shoppers with a promotional activity ahead of the Chinese festival of romance on Thursday. For the first time, Westfield is offering Chinese guests a VIP pass that gives them a discount of up to 25 percent in more than 80 shops and restaurants. "It is done very much to engage the local Chinese community, and we are hoping the response we get from this year's promotional activity will make it viable for it to be a part of our annual calendar," said Myf Ryan, Westfield's UK marketing manager. Westfield developed the promotion in conjunction with the Chinese Business Association, a trade association for Chinese businesses affiliated with the London Chamber of Commerce and Industry. The VIP pass will be available to employees of the association's 60 member businesses. It can be picked up any day of the week, and is valid for two weeks upon collection. To promote the deal, Westfield has also designed an invitation in Chinese that says, "Happy Chinese Valentine's" in gold letters against a red background. Both gold and red are auspicious colors in Chinese culture. "What we've seen in terms of trends is that Chinese shoppers are increasing every year, and they do have a tendency toward luxury brands," Ryan said. Westfield's initiative is the latest move by luxury stores to tailor services for Chinese shoppers, who were responsible for half of all luxury sales in Europe last year, according to a Financial Times article quoting tax refund provider Global Blue. | 
