Ahaa! So Shang Xia -“topsy-turvy” in Chinese- is a new Chinese luxury brand developed by Hermes. The brand is estimated to mainly target the lucrative Chinese market and what follows that, the product offering focuses on the emphasis on the Chinese know-how, use of raw materials from this market, culture and traditions. In addition, this new luxury fashion brand is expected to convey the message of authenticity, style, and touch tailored to Chinese market by offering of ready-to-wear lines, home decorations and accessories.
The main strategy for Shang Xia brand seems to be capitalization on fast growing Chinese luxury market as well as to provide the target customer with larger choice of cheaper products, the so called “affordable luxury”. Is it it demish to fail the way as Shanghai Tang?
http://www.ft.com/cms/s/0/31274bdc-9351-11df-bb9a-00144feab49a.html
- Products create choice, brands simplify it -
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