Managing Creativity at Shanghai Tang - Case Notes

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Shanghai Tang Case

Before Le Masne/Ooi
* too costumey
* kitschy
* not very modern
* not wearable on a daily basis
* eccentric
* lack of credibility with Chinese population
* lack of credibility with fashion people
* overpriced
* narrow niche of high end tourists
* once-in-a-lifetime shopping destination experience

After Le Masne/Ooi
* a truly unique Chinese brand approach
* each collection to reflect Chinese cultural theme
* modern
* wearable
* meant to be a lifestyle brande
* addition of home accessories
* fashion accessories
* menswear
* celebrities became fans
* fashion that people wanted to buy
* increase in sales by 50%
* increase in stores by 40% - 40 stores in 14 countries
* for Le Masne future direction was in China where the wealthy are growing rapidly

Design Process
1. creative director + Le Masne come up with theme for season 2. a briefing is distributed to the 7 in-house designers
3. two-month period of research and sketching – constant feedback from creative director 4. product committee meeting – show of preliminary designs a. brand considerations, DNA
b. sales considerations – based on past experience and past customer behavior c. production cost considerations – assure a certain level of margin 5. selection of preliminary designs sent to prototyping

6. another product committee mtg to look at prototypes and select final collection 7. production of sample products
8. retail mgt meeting – ‘buyers’ from the stores see samples and place orders 9. production begins
Looking Ahead

-Le Masne pondering the role of the creative director
-China attractive to many luxury brands – new players to enter the market -a direct competitor just launched a highly creative collection that attracted attention -Shanghai Tang’s clientele largely composed by Europeans and Americans -goal is to make brand more...
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