Gieves & Hawkes’ launches China campaign to woo tourists to Savile Row

Savile Row tailoring institution Gieves & Hawkes is to woo shoppers from Asia to the Mayfair menswear mecca, with the help of Boardwalk Empire star Jack Huston.

The company wants to see a surge in Chinese shoppers visiting its flagship shop at 1 Savile Row where they can buy bespoke suits ranging from £3000 to £5000.

The tailor is to plaster 100 of its Chinese stores with ads featuring London-born Huston, whose aunt is Anjelica, emphasising that one-off designs can be found in London.

Richard Cohen, chief executive of Gieves & Hawkes’s parent, Trinity Group, told the Standard that as well as boosting revenue for the business, it could lift combined sales across the whole street by 20% in a year.

Cohen said: “It is my aspiration to make sure that when the Chinese come to London, Savile Row is on the itinerary.”

Chinese tourists visiting Britain spend an average of £2,508 per visit compared to the average tourist outlay of £640.