how to create a superb brand

7/29/2019 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

how to create a superb brand

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