Shanghai Tang: The First Global Chinese Luxury Brand Case Solution

When created Shanghai Tang in 1994, the Hong Kong businessman David Tang for the launch of the first bona fide luxury brand in China. In the early years, the flamboyant style of Tang and intercultural links to celebrities fueled the buzz around the brand. But the brand has not been able to establish a customer base outside its own market in Hong Kong, and the company has struggled to find a place among the successful brands established globally. In 2005, under new management and creative direction revised, Shanghai Tang expanded in several regional markets in the world, with a particular focus on Asia. But the company was on track to become the first Chinese luxury brand in the world?
by
Monica Park,
Bennett Yim
Source: University of Hong Kong
12 pages.
Date Posted: March 15, 2007. Prod #: HKU650-PDF-ENG
Shanghai Tang: The First Global Chinese Luxury Brand? Case Solution

Shanghai Tang: The First Global Chinese Luxury Brand Case Solution
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