how to create a superb brand
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Shanghai Tang, the first and currently
only luxury brand emerging fromHow to Create a Superb Brand
China, fuses the best of Chinese
culture
with contemporary elements of
style for the globe-trotting shopper
How to Create a Superb Brandwhich Stands Outfrom the Competition
of today. The product offer ranges
from affordable items of
luxury to bespoke gowns and suits
from the Competition
each delivering a distinct style
that is undeniably Shanghai Tang.
Global Brand Forum4 December 2008
Kuala Lumpur
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BRAND OVERVIEW
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Leading Purveyor of Modern Chinese Chic
Shanghai Tang, the first and currently
only luxury brand emerging from
Shanghai Tang, the first and currently only
luxury brand emerging from China, fuses the
China, fuses the best of Chinese
culture
with contemporary elements of
style for the globe-trotting shopper
elements of style for the globe-trotting
shopper of today.
of today. The product offer ranges
from affordable items of
luxury to bespoke gowns and suits
The product offer ranges from affordable
items of Luxury to bespoke gowns and suits,
each delivering a distinct style
that is undeniably Shanghai Tang.
each delivering a distinct style that is
undeniable Shanghai Tang
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Product Offering
Imperial Tailoring Women's ready to wear Men's ready to wear
Home Accessories Kids
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Store Concept
Shanghai Tang's brand and store concept
is founded on the nostalgia of
1930s Shanghai with its East/West glamour
and vibrancy. Art deco elements
accent the black lacquer fixtures while
Shanghai Tang's signature lime green
and fuchsia highlight the interior.
Shanghai Tang's unique shopping experience
entices all five senses, bringing pleasure
and most importantly, a sense of spontaneity
and wit to luxury shopping.
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Store LocationsCurrently 34 Shanghai Tang Locations Around the World,
including 9 International Airports boutiques
London Seoul (coming soon)Frankfurt
New York
Ban kok
e ng 5(+1 coming soon)
Shanghai (4)
Paris
Tokyo
Miami Dubai+1 comin soon
Taipei
Las Vegas
Guangzhou
Spain
California
(coming soon)
(coming soon)
Hangzhou
Singapore (3) HonoluluMacau
Kuala Lumpur
Hong Kong
12 Pedder Street, Central
Peninsula Hotel, Kowloon
Intercontinental Hotel, Kowloon
Pacific Place
Hong Kong Intl Airport (West Wing)
Hong Kong Intl Airport (East Wing)
Singapore
Ngee Ann City
Changi Intl Airport, T2
Changi Intl Airport, T3London
6b Sloane Street
New York
600 Madison Avenue
Beijing
Honolulu
Ala Moana Center
ShanghaiPromenade on Mao Ming
Xin Tian Di
Shangri-La Pudong
Pudong Intl Airport, T2
Paris
76 rue Bonaparte
Dubai
Bur uman
Tokyo
Ginza
Taiwan
Miami
GuangzhouBaiyun Intl Airport
Madrid
Beijing Intl Airport , T2
Beijing Intl Airport , T3Grand Hyatt Hotel
Ritz Carlton Hotel
Yin Tai
Bangkok
Siam Paragon
,
Kuala Lumpur
The Pavilion
an ar n r en a , am
Les Vegas
The Forum
Macau
Four SeasonsHangzhou
Hyatt Regency Hotel
Calle Claudio Coello
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CREATING A SUPERB BRAND:GREAT PRODUCTS + GREAT MARK ETING
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GREAT PRODUCTS
Remember the 80s... the heyday of great design, at least in fashion, with the genuineimprint of human personality.
Invest in creativity (vision) => Stick to your guns (stamina) = the consumer wille t t t f et t t e t enderstand what you stand for and return to your brand, time and time again.
Its ok, too, if your brand doesnt please everyone, because niche brands, these days,can be quite largean be quite large.
be uncompromising! Be prepared to Sacrifice short-term sales for a longer-termview of building brandiew of building brand.
SHOW LEADER SHIP THROUGH EXPERIMENTATION AND INNOVATION
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A GREAT MESSAGE(EMOTION & DISTINCTIVE POINT OF VIEW)
The high-end consumer is definitely looking for an emotional connectionto the shopping experience.
Idiosyncrasy, humanity, PERSONALITY are to be cherished. The customerseeks a dream, rather than a collection of products pre-ordained by lastseasons sell-through statistics.
CUSTOMERS ARE LOOKING FOR IDENTIFICATION AND ASPIRATION.USTOMERS ARE LOOKING FOR IDENTIFICATION AND ASPIRATION.Thats why its important to stick to a clear message, when youre a brand
the customer regards the best brands as unfailing dispensers of acertain philosophy of beauty, luxury, experience, when you shop withintheir walls. DO NOT DISAPPOINT THAT CUSTOMER.
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ADEPT, SYNERGISTIC AND DYNAMIC COMMUNICATION
Embrace (and harness) todays media and internet culturembrace (and harness) today s media and internet culture.Marketing tools have proliferated greatly and become quitecomplex. Brands must take advantage of this new arsenal,rather than shying away from technological challenges. Internet Celebrities Cross-promotion
Seduction of media opinion leaders Seduction of media opinion leaders
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