Makers of luxury brands that want to get closer to Chinese customers are legion. Reuters reported that the Italian luxury brand Prada said it may launch an initial public offering (IPO) on the Hong Kong stock market if markets recover next year.

Prada has shelved a flotation three times over the last decade and finally chose Hong Kong as the location of its overseas IPO.

During the coming Chinese Spring Festival on Feb 3, the Parisian luxury department store Printemps will offer discounts and organize youngsters wearing traditional Chinese costumes to give traditional red envelopes to Chinese customers to mark the occasion at its 45,000-square-meter location on Boulevard Haussmann.

"We always attach great importance to Chinese customers' sensitivities and we prepare a holiday surprise for our Chinese clients every year," Chief Executive Paolo de Cesare said.

John Galliano, designing director of Dior, together with film director David Lynch and French actress Marion Cotillard, came to Shanghai to advertise Dior's 2010 spring and summer collection earlier this year.

The initiative strengthened the identity of the French fashion house in the city, which is regarded the most modern and stylish place in China.

In September, French fashion label Hermes opened its first boutique for its new brand called Shang Xia (which means topsy-turvy in Mandarin) - a strategy that highlights China's growing importance to the luxury goods company.

The store, an example of minimalist chic, offers clothing, home furnishings, shoes and tableware - a collection made from traditional Asian materials such as bamboo, cashmere and porcelain.

Shang Xia is looking for strong growth in China, a country where Hermes has lagged behind its competitors but which it sees as a principal market.

"The idea is to bring the Hermes philosophy to China, to create a Chinese Hermes," Chief Executive Patrick Thomas told Agence France-Presse.

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In December last year, Parisian fashion house Chanel set up a shop in Shanghai where potential customers could get a behind-the-scenes view of the creative process in putting its collections together.

The word Chanel was given a Chinese pictogram that was embroidered on the company's latest collection to give it a distinctive Chinese flavor.

"Chinese elements in the design, package and service of luxury brands are in essence a sign to show they attach great importance to their Chinese customers, but will not bring a substantial jump in sales," said Pei Liang, secretary-general at China Chain Store and Franchise Association (CCFA).

"What Chinese consumers favor are the uniqueness and different culture brought by these European brands," he added.

However, Pei said he believes that as choice expands for Chinese consumers they will be more particular when purchasing luxury goods.

"Some people around me are very familiar with luxury brands of bags, clothes, shoes and watches, but know little about those of household, tableware and musical instruments which can bring them pleasure rather than just show off their spending power," Zhou Yun, a 28-year-old public relations officer, said.