Shanghai Tang: A Chinese Luxury Brand with Global Ambitions

Wu Zhiyan, Janet Borgerson and Jonathan Schroeder
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Wu Zhiyan: Shanghai Institute of Foreign Trade
Janet Borgerson: Rochester Institute of Technology
Jonathan Schroeder: Rochester Institute of Technology

Chapter 4 in From Chinese Brand Culture to Global Brands, 2013, pp 110-150 from Palgrave Macmillan

Abstract: Abstract Shanghai Tang promotes itself as the first and only luxury brand to have emerged from China. It fuses iconic elements of Chinese culture with stylish fashion for the current globetrotting shopper (Chua and Eccles, 2009). The brand includes a range of goods, from wearable and affordable luxury to bespoke tailoring for suits and dresses, all of which convey the image of a modern Chinese lifestyle. David Tang, a wealthy Hong Kong tycoon, started Shanghai Tang in 1994, offering a line of high-quality, often eccentric products made in Mainland China. Initially, the product line included Chairman Mao wristwatches, qipao, silver chopsticks, Chinese-designed silk panamas, leather items, and bespoke tailoring. Tang expanded Shanghai Tang’s presence by taking it abroad to New York, London, and Paris, aiming to become China’s first global luxury brand.

Keywords: Chinese Consumer; Brand Actor; Luxury Brand; Bright Pink; Global Brand (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-27635-3_5

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DOI: 10.1057/9781137276353_5

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