Old brands turn on the charm to win new customers

Move to change attitudes on 'time-honored' products comes amid broader trend toward collaboration happening globally

Chinese tourists across the world are seeking out brands with historical pedigree, from Lancome to Lafayette. But paradoxically at home, they appear reluctant to spend on renowned local brands.

"Good wine needs no bush" - the once-predominant Chinese maxim isn't quite playing out in the modern shopping sphere, where flashy campaigns involving digitalization and gamification are redefining the rules of the retail game.