Shanghai Tang
MGT 302 - Strategic Management Shanghai Tang Case Study
MGT 302 - Strategic Management Shanghai Tang Case Study
2013
TRAN Ngoc Phung (Fiona)-00026680T
Lecture name: Mo Kader
5/12/2013
2013
TRAN Ngoc Phung (Fiona)-00026680T
Lecture name: Mo Kader
5/12/2013
Shanghai Tang Case Study
Shanghai Tang offers a unique women and men 's fashion. Discover a new elegance, from clothing to accessories and home decoration. It was founded in 1994 by Hong Kong businessman David Tang. The brand’s global expansion and positioning as the first Chinese luxury lifestyle brand. David Tang has over 17 years’ experience in the luxury goods sector. He was graduated at l’Ecole Supérieure de Commerce de Nantes Atlantique, France. As a lifestyle concept, it was extremely daring and colourful. According to Luxury insider (2011), David envisioned Shanghai Tang to be the place that tourists would flock to whenever they come to Hong Kong, but it would not work as a brand globally. Moreover, it had to inject an element of wearability and modernity into their collections. According to eTeacherChinese (2013), the Shanghai Tang specialized in distinctive Chinese style clothes to satisfy the eager of seeking a cultural identity before Hong Kong’s return to China, and thus found its instant success. After 1995, branches were opened in New York, London and the larger Asian cities. In places outside of Hong Kong, Shanghai Tang was viewed as an exotic shopping destination for authentic Chinese styles. In 1999, Shanghai Tang had to close its 1,000 square meter New York store and move to a place half the size.
This fashion critic claimed the Chinese style has competitive edge to western style due to their distinctive design but it needs to adapt to customer lifestyle trends in order to be successful. In addition, the positioning of Shanghai Tang is a ready to wear brand luxury, glamorous and Chinese. Moreover, the brand has been established in Hong Kong by David Tang and he has a very smart
MGT 302 - Strategic Management Shanghai Tang Case Study
2013
TRAN Ngoc Phung (Fiona)-00026680T
Lecture name: Mo Kader
5/12/2013
2013
TRAN Ngoc Phung (Fiona)-00026680T
Lecture name: Mo Kader
5/12/2013
Shanghai Tang Case Study
Shanghai Tang offers a unique women and men 's fashion. Discover a new elegance, from clothing to accessories and home decoration. It was founded in 1994 by Hong Kong businessman David Tang. The brand’s global expansion and positioning as the first Chinese luxury lifestyle brand. David Tang has over 17 years’ experience in the luxury goods sector. He was graduated at l’Ecole Supérieure de Commerce de Nantes Atlantique, France. As a lifestyle concept, it was extremely daring and colourful. According to Luxury insider (2011), David envisioned Shanghai Tang to be the place that tourists would flock to whenever they come to Hong Kong, but it would not work as a brand globally. Moreover, it had to inject an element of wearability and modernity into their collections. According to eTeacherChinese (2013), the Shanghai Tang specialized in distinctive Chinese style clothes to satisfy the eager of seeking a cultural identity before Hong Kong’s return to China, and thus found its instant success. After 1995, branches were opened in New York, London and the larger Asian cities. In places outside of Hong Kong, Shanghai Tang was viewed as an exotic shopping destination for authentic Chinese styles. In 1999, Shanghai Tang had to close its 1,000 square meter New York store and move to a place half the size.
This fashion critic claimed the Chinese style has competitive edge to western style due to their distinctive design but it needs to adapt to customer lifestyle trends in order to be successful. In addition, the positioning of Shanghai Tang is a ready to wear brand luxury, glamorous and Chinese. Moreover, the brand has been established in Hong Kong by David Tang and he has a very smart
References: Dan. 2006. The Intriguing rise of Shanghai Tang, Available: http://www.danieldrezner.com/archives/002573.html (accessed 1 May 2013) eTeacherChinese MGT 302. 2013, Strategic Management Study Guide, Section 8 – International Strategy, p. 76 Olivier Park, M & Yim, B. 2007. Shanghai Tang: The First Global Chinese Luxury Brand, Available: http://hbr.org/product/shanghai-tang-the-first-global-chinese-luxury-bran/an/HKU650-PDF-ENG (accessed 1 May 2013) Pittilla, J StudyMode. 2011. Shanghai Tang: the First Global Chinese Luxury Brand, Available: http://www.studymode.com/essays/Shanghai-Tang-The-First-Global-Chinese-579959.html (accessed 1 May 2013)