Shanghai Tang Case Study Essay

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Shanghai Tang – Case Study

With regard to the problem of the lack of a creative director, we suggest a variety of solutions. Firstly, considering that the coordination of six designers have a vital importance in order to give compactness and homogeneity to the collections, the presence of a creative director is essential. Given the increasingly influential economic crisis , we realize that hiring a new creative director can be a huge responsibility, so we think it could be useful to make each new collection in collaboration with a famous designer from the world of luxury, as other fashion companies do. In fact, by hiring a designer who is well known and recognizable - by all types of customers in every country - not just the …show more content…

cashmere and silk sweaters, hard goods, pens or home furnishing), subsequently creating a dedicated online event, in order to lure young consumers to interact with the product and the Chinese culture .
Furthermore, we suggest the launch of a mobile application through which, in a preset date, computerized sketches of the new collection are displayed and let young customers create their own custom look. This kind of activity could permit to understand the new generations’ trends according to Shanghai Tang collection.
With concern to 26 to 45 years old consumers, we believe that a personal shopper service and made to order service might be useful solutions in order to have their loyalty giving them specific services that only luxury brands do. In fact, that way they can get the most out of their luxury buying experience. To finish, we also suggest the creation of events during which the can purchase new collections in advance, generally the day before the collections are officially out in stores.

The last problem we highlighted concerns how to increase the number of customers in the mainland China market . First, we believe that the most relevant issue is a survey amongst customers on the Shanghai Tang brand perception and the 5 luxury brands in their top-of-mind, in order to analyze the competitors that the company has to face in the future.

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