Case ID: HKU650     Solution ID: 30647

Shanghai Tang Case Solution

Abstract

When he created Shanghai Tang in 1994, Hong Kong agent David Tang proposed to dispatch China's first bona-fide luxury brand. In the initial couple of years, Tang's flashy, culturally diverse style and ties to famous people energized the buzz encompassing the brand. Be that as it may, the brand was not able build up its center client outside its home market of Hong Kong, and the organization attempted to discover a specialty among successful, set up worldwide extravagance brands. In 2005, under new authority and modified inventive heading, Shanghai Tang ventured into a few provincial markets around the world, with a specific focus in Asia. But was the organization on track to become the first worldwide Chinese luxury brand?


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