Shanghai Tang

Thèmes abordés

Shanghai Tang - foreign buyers - luxury brand - contemporary art - London - New York

Résumé du document

-Have the strong sense of the traditional element, which can attract more foreign buyers and distinguish from the other luxury brand. It is unique and don't have many competitors and substitutions.
-Catch up with the latest fashion trend in luxury world which is "luxury scholars," especially with the development of the art market, especially in contemporary art, collections of antiques and modern art becoming the new signs of social status and respectability. The brand Shanghai Tang represents exactly the trend.
-the first Chinese luxury brand which means a lot of chances and customers in china, which is biggest emerging luxury country in the world. The Chinese people are more easy to accept the style and the symbols of the brand.
-the director and the founder of the Shanghai Tang is not Chinese, it can know much about what a foreign customers want.
-shanghai tang already has 15 boutiques worldwide including the fashion capitals of London, New York and Paris. It already has a huge of fans and clients.

Extraits

[...] Untitled-2.JPG SWOT analysis of brand image internal external Strengths Weaknesses 1.Have the strong sense of the traditional element, which is unique and special, different from the others Catch up with the latest fashion trend in luxury world which is "luxury scholars," < number >.Chinoiserie stuff is hard to be accepted by western world. 2.Pre-revolutionary and cultural revolution styles are presented in same time is confusing Wealthy Chinese customers and non-Chinese have different reference for elegant style. Opportunities SO WO Don't have many competitors and substitutions. Have a large of potential customers in china. Already have 15 boutiques all over the world. It has the experiences. [...]

[...] An international designers and cross-cultural leadership to make the Chinese lifestyle brand acceptable in eastern and western world. Threats ST WT 1.Cheaper alternatives are available in Chinatown. Other western elegant lifestyle brands competition. Keep the luxury way. And keep the high quality and high fashion Keep the style of traditional Chinese taste, don't change, but can combine the fashion trend of western style. Take use of Chinese cultural and economic cachet, make the brand become the ambassador of modern Chinese style. [...]

[...] It is unique and don't have many competitors and substitutions. up with the latest fashion trend in luxury world which is "luxury scholars," especially with the development of the art market, especially in contemporary art, collections of antiques and modern art becoming the new signs of social status and respectability. The brand Shanghai Tang represents exactly the trend. first Chinese luxury brand which means a lot of chances and customers in china, which is biggest emerging luxury country in the world. [...]