Shanghai Tang, China’s first luxury brand: From nostalgic to Chinese contemporary chic

Shanghai Tang, China’s first luxury brand: From nostalgic to Chinese contemporary chic

Founded in the mid-90s, Shanghai Tang stores were initially set up as an unusual emporium offering memorabilia and vibrant, colourful clothing inspired by 1920s-era Shanghai fashion. Targeted towards western tourists, the original offerings were not scalable enough for sustainable growth, particular...

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Bibliographic Details
Main Authors: WYATT, Stephen, DULA, Christopher
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2015
Subjects:
Hong Kong
Strategy
strategy execution
marketing
communication
leadership
retail
rebranding
repositioning
crisis
crisis management
change
change management
growth strategy
luxury
fashion
affordable luxury
sales
customer relevance
salience
brand transformation
Asian Studies
Fashion Business
Marketing
Strategic Management Policy
Online Access:https://ink.library.smu.edu.sg/cases_coll_all/129
https://cmp.smu.edu.sg/case/2811
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Institution: Singapore Management University
Language: English

Internet

https://ink.library.smu.edu.sg/cases_coll_all/129
https://cmp.smu.edu.sg/case/2811

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