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Shanghai Tang: A Chinese Luxury Brand with Global Ambitions

In: From Chinese Brand Culture to Global Brands

Author

Listed:
  • Wu Zhiyan

    (Shanghai Institute of Foreign Trade)

  • Janet Borgerson

    (Rochester Institute of Technology)

  • Jonathan Schroeder

    (Rochester Institute of Technology)

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.

Suggested Citation

  • Wu Zhiyan & Janet Borgerson & Jonathan Schroeder, 2013. "Shanghai Tang: A Chinese Luxury Brand with Global Ambitions," Palgrave Macmillan Books, in: From Chinese Brand Culture to Global Brands, chapter 4, pages 110-150, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-27635-3_5
    DOI: 10.1057/9781137276353_5
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    Cited by:

    1. Celhay, Franck & Cheng, Peiyao & Masson, Josselin & Li, Wenhua, 2020. "Package graphic design and communication across cultures: An investigation of Chinese consumers' interpretation of imported wine labels," International Journal of Research in Marketing, Elsevier, vol. 37(1), pages 108-128.

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