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

• 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
• Institution: Singapore Management University

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...