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Seeing red.

Red is not usually the color associated with the retail sector, or favored in the business world. The bean counters usually prefer basic, balance-the-books black. However, over the New Year's holiday, DFS Galleria Waikiki painted the town red and saw a double digit increase in sales.

DFS's 2004 Oshogatsu promotion, which lasted from Dec. 12, 2004, to Jan. 12, 2005, targeted Japanese visitors with holiday bonuses in hand. DFS officials decorated their store in bright red (a color symbolizing good luck and good fortune in Asian cultures) as well as treating visitors to special promotions, prize drawings, gift-with-purchase specials, fashion demonstrations, makeovers and liquor and food samplings.

DFS wasn't only rewarded with increased sales. The Oshogatsu promotion won the 2005 National Shop America Salutes Innovation Award in the retail category. The honor was handed out at the eighth annual Shop America Tourism Conference in Waikiki last January. Each year, the conference is held at a major shopping tourism destination and is attended by delegates from all over the world.

Oshogatsu will make another appearance in the winter of 2005, when there's an excellent chance of the business seeing red, in a good way, again.

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Title Annotation:HBuzz
Author:Choo, David K.
Publication:Hawaii Business
Article Type:Brief Article
Geographic Code:1USA
Date:Apr 1, 2005
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