(19 May 2010 – Hong Kong) New World Department Store China Limited (“NWDS” or the “Company”; Hong Kong stock code: 825), one of the largest owners and operators of department stores in the PRC, is pleased to announce that “Best of New World” magazine has been revamped thoroughly, and online version is available now.

As a nationwide magazine targeting all customers of NWDS, “Best of New World” magazine is committed to helping the fashion-savvy consumers to pick up the fabulous finds to create their own unique fashion forward look. After implementation of the large-scale rebranding program last September, NWDS continues to reform in line with the slogan of “Enriching Lives．Enhancing Characters”, initiating a new concept of “Fashion Style” and “Living Style” as new operation mode. We have revamped the merchandize mix, refined the graphic design and decoration of the stores, as well as upgrading the exterior & interior design and the shopping atmosphere of the stores in order to offer a delighted shopping environment and a refreshing outlook to customers.

To tie in with the rebranding program, the new issue of “Best of New World – Spring/Summer 2010” magazine has been revamped comprehensively with “Fashion Style” and “Living Style” as the main theme. It provides readers, who are short in time, with a convenient way of finding out about the latest news and fashion trends by introducing numerous hot items sold in “Living Gallery” and “Fashion Gallery” of NWDS. In “Mix & Match” section, professional stylists have been invited to different NWDS’s stores in each issue to recommend various fashion items. They will select new brands & new design labels to demonstrate different styles of dressing, inspiring readers to become the fashion icon of new season. In addition to this the reader are privy to information about the latest collections from the renowned international brands by reading the section of “Show Time”, allowing them to be the fashionistas at the click of a mouse. “Fashion Guide”, “Beauty Guide” and “Lifestyle Guide” tirelessly source the editor selected and the hottest fashion, beauty and lifestyle products, fully delivering lifestyle and fashion information, and striving to become a thorough fashion and lifestyle guidebook for readers and customers. Moreover, history and development of different brands are covered in “Brand Story”. The story of the retail business of New World Group is featured in the reform edition, including NWDS, the retail arm in the PRC; K11, the world’s first Art Mall; Chow Tai Fook, a group focuses on China and faces the world; as well as New World Hotel, which operates a number of hotels across Asia.  And “Corporate News” provides the latest developments of NWDS for customers.

In addition, we attach great importance to the interaction with readers. “Best of New World” magazine is engaged with VIP members and fashion readers to share their unique attitude towards lifestyle, so that readers will not only obtain prompt and comprehensive news of trend and fashion, but also the essence of lifestyle. In order to understand the shopping habits of readers and improve the service of NWDS, customer survey and prize quiz are carried out, participants will have the opportunity to win the delicate gifts.

The clear and precise layout of the magazine provides the readers with a greater degree of convenience. The main colors of the magazine are reddish-orange and purple, delivering a feel of happiness & cheerfulness and trendy & modern respectively. Besides, the blooming flowers, icon of “Living Gallery” and “Fashion gallery” are patternized in the magazine, reflecting the pleasure and joy that customers can enjoy when shopping.

The new issue of “Best of New World” magazine is available to view online exclusively from NWDS website (http://www.nwds.com.hk/html/eng/magazine/magazine.aspx), it not only notifies the reader of the key trends within the fashion industry but also gives them an insight into how to create those looks.

Mr. Adrian Cheng, Executive Director of NWDS said, “ ‘Best of New World’ magazine has been published to 25th issue and continuously supported by readers and business partners. The new issue of magazine has been revamped in line with the rebranding program, providing fashion lovers with the latest offerings, helping them to originate their personalized image, so as to create a refreshing personal image as well as enjoying the living attitude of ‘Enriching Lives．Enhancing Characters’. In order to reach a wider audience, we launched a new online version of magazine, leading more fashion-savvy readers who eager to have a personal style to experience the shopping enjoyment of ‘Enriching Lives．Enhancing Characters’. Launching the online version not only can share the trend information with more readers, but also reduce the print volume, further protecting the environment. NWDS will continue to pursue numerous reforms and introduce more innovative ideas to tie in with the rebranding program, offering customers an unprecedented shopping experience and boosting the development of China department store industry.”

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