Shanghai Tang
SHANGHAI TANG: THE FIRST GLOBAL CHINESE LUXURY BRAND?
When he created Shanghai Tang in 1994, Hong Kong businessman David Tang intended to launch Chinaís first bona-fide luxury brand. The idea was ìto create the first global Chinese lifestyle brand by revitalising Chinese designsóinterweaving traditional Chinese culture with the dynamism of the 21st centuryî.1 In the first few years, Tangís flamboyant, cross-cultural style and ties to international celebrities fuelled the buzz surrounding the label. But the company was unable to establish its core customer outside its home market, Hong Kong,2 and it struggled to find a niche among successful, established global brands [see the Appendix for descriptions of a selection of successful global luxury brands].
In 2005, under new leadership and revised creative direction, Shanghai Tang expanded into several regional markets, with a particular focus on Asia. But was the company on track to become the first global Chinese luxury brand? Would David Tangís vision be realised?
The Story
I just thought to myself, that if you agree that China will eventually be the largest economy in the world, it was time to start a brand that was quintessentially Chinese.3
- David Tang, founder of Shanghai Tang
David Tangís vision was to create a lifestyle brand that reintroduced traditional Chinese aesthetics to a new consumer audience. A self-described ìbroker between East and Westî, Tang said that he constantly reconciled the various cultural influences he absorbed throughout his life.4 Born into privileged Hong Kong society, Tangís grandfather made his fortune from the Kowloon Motor Bus Company. Tangís father owned racehorses, and his mother was a Hong Kong socialite. At the age of 14, Tang was sent to England to attend boarding school. Initially unable to speak English, Tang quickly adapted to the habits of well-bred British society and spent weekends visiting friendsí families at their country houses while attending the Pure School
When he created Shanghai Tang in 1994, Hong Kong businessman David Tang intended to launch Chinaís first bona-fide luxury brand. The idea was ìto create the first global Chinese lifestyle brand by revitalising Chinese designsóinterweaving traditional Chinese culture with the dynamism of the 21st centuryî.1 In the first few years, Tangís flamboyant, cross-cultural style and ties to international celebrities fuelled the buzz surrounding the label. But the company was unable to establish its core customer outside its home market, Hong Kong,2 and it struggled to find a niche among successful, established global brands [see the Appendix for descriptions of a selection of successful global luxury brands].
In 2005, under new leadership and revised creative direction, Shanghai Tang expanded into several regional markets, with a particular focus on Asia. But was the company on track to become the first global Chinese luxury brand? Would David Tangís vision be realised?
The Story
I just thought to myself, that if you agree that China will eventually be the largest economy in the world, it was time to start a brand that was quintessentially Chinese.3
- David Tang, founder of Shanghai Tang
David Tangís vision was to create a lifestyle brand that reintroduced traditional Chinese aesthetics to a new consumer audience. A self-described ìbroker between East and Westî, Tang said that he constantly reconciled the various cultural influences he absorbed throughout his life.4 Born into privileged Hong Kong society, Tangís grandfather made his fortune from the Kowloon Motor Bus Company. Tangís father owned racehorses, and his mother was a Hong Kong socialite. At the age of 14, Tang was sent to England to attend boarding school. Initially unable to speak English, Tang quickly adapted to the habits of well-bred British society and spent weekends visiting friendsí families at their country houses while attending the Pure School