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Shanghai Tang the First Global Chinese Luxury Brand

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Marketing 440 Summer 2012 Tom Fashho Shanghai Tang: The First Global Chinese Luxury Brand

Table of Content
Pg3: What is a luxury brand? How is it different from a regular, mass-market brand? How does one build a luxury brand?
Pg4 & 5: How would you characterize Shanghai Tang’s brand image and sources of brand equity?
Pg5 & 6: What are the strengths and weaknesses of the brand’s existing
Personality and image? Pg7: What might have accounted for Shanghai Tang’s unsatisfactory results in building a global luxury Chinese brand? What could they or should they have done differently?
Pg8 & 9: …show more content…

Although tourist and the Chinese youth took a liking to his brand it was a harder sell to other segments of the population. Tang’s own personality was a source as well, he wanted to play broker between east and west but I don’t really think he took the time to understand that his clothing wasn’t the problem but instead how he tried to market his brand. He was chasing a wealthy market that didn’t really pay much attention to his dealings. His brand-exhibited things that the public just wasn’t educated enough about and his over the top execution didn’t stick to consumers like he thought it would. When consumers trust a brand and find it relevant, they may select the offerings associated with that brand over those of competitors, even at a premium price.2
What are the strengths and weaknesses of the brand’s existing personality and image?

Le Masne later abandoned Shanghai Tang marketing concept of a high fashion clothing line to wealthy Americans in an effort to focus more on China. The Idea Le Masne had been to play to the strengths instead of its weakness. The image wasn’t bad overseas it was just weak and could’ve used more research before diving in again. Even though there was a lot backing up Tangs investment he had his sights set high and couldn’t really follow through with his plans of globalizing his brand. The image and personality of Tangs may have seemed a bit pretentious and a little over the top for most middle class consumers and even

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