When he created Shanghai Tang in 1994, to Hong Kong businessman David Tang to launch China’s first bona fide luxury brand. In the early years, Tang fueled flamboyant, cross-cultural style and relationships with celebrities, the buzz around the brand. But the brand was not able to establish its core customer groups outside Hong Kong home market, and the company struggled to find a niche among successful, established global luxury brands. In 2005, under the new leadership and renewed creative direction … Read more »

When he created Shanghai Tang in 1994, to Hong Kong businessman David Tang to launch China’s first bona fide luxury brand. In the early years, Tang fueled flamboyant, cross-cultural style and relationships with celebrities, the buzz around the brand. But the brand was not able to establish its core customer groups outside Hong Kong home market, and the company struggled to find a niche among successful, established global luxury brands. In 2005, under the new leadership and renewed creative direction, Shanghai Tang expanded worldwide in several regional markets, with a particular focus on Asia. But the company was on track to become the first global Chinese luxury brand?
«Hide

from
Monica Park,
Bennett Yim
Source: University of Hong Kong
12 pages.
Release Date: 15, March 2007. Prod #: HKU650-PDF-ENG
Shanghai Tang: The First Global Chinese Luxury Brand? HBR case solution

[related_post themes="flat"]