文档介绍：Shanghai Tang: Taking Chinese Fashion to the
World
Case Study Reference No. MKS0123C
This case was written by Doris John, ICFAI Business School Research Centre, Chennai.
It is intended to be used as the basis for class discussion rather than to illustrate either
effective or ineffective handling of a management situation. This case piled from
published sources.
© 2007, ICFAI Business School Case Development Centre
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Shanghai Tang: Taking Chinese fashion to the world
"Shanghai Tang is the best of 5000 years of Chinese tradition exploding into the 21st century," -
David Tang1
The tag, “Made in China” usually suggested mass-produced products, dubious quality and cheap
prices. One Chinese brand sought to change this perception and establish itself as a truly Chinese
brand in the global market. Shanghai Tang (Tang), ventured to be the first Chinese luxury brand,
positioning itself to be a fashion retailer offering a range that was typically Chinese but with a
modern flavor. With “Made by Chinese” as its tagline, Shanghai Tang had been making inroads
into the fashion capitals of the world such as London, Paris and Milan ever since it came into
being in the 1990s and had established itself, with reasonable ess as a Chinese luxury brand.
This ess did e easy to Tang which suffered a setback in the US market, where it had
to close a store which was launched with