Shanghai Tang Case Study
Shanghai Tang – Case Study
With regard to the problem of the lack of a creative director, we suggest a variety of solutions. Firstly, considering that the coordination of six designers have a vital importance in order to give compactness and homogeneity to the collections, the presence of a creative director is essential. Given the increasingly influential economic crisis , we realize that hiring a new creative director can be a huge responsibility, so we think it could be useful to make each new collection in collaboration with a famous designer from the world of luxury, as other fashion companies do. In fact, by hiring a designer who is well known and recognizable - by all types of customers in every country - not just the collection could boast a prestigious designer brand , but also would create attractiveness for new potential customers. Having a creative director would also solve the communication problems between designers and management, as a single creative director would be useful to mediate between the groups. On one hand, the creative director could explain the collection to the management and, on the other hand, the management could redirect designers’ creations if they do not fully comply with the guidelines of the company without having misunderstanding.
Finally , another valuable support to the lack of a permanent head designer may be working with cool hunters established in every country where Shanghai Tang has stores. It’s important that the mktg and retail department give correct guideline to the cool hunter in order to catch the newest style that can be joined with the chinese brand. That way, designers could have a reliable and useful feedback of the various styles and materials trends in each single country.
Another issue identified during the analysis of the Shanghai Tang case, is that the company needs a customer loyalty management in the European Union and USA. We believe that the main solution is to create different communication
With regard to the problem of the lack of a creative director, we suggest a variety of solutions. Firstly, considering that the coordination of six designers have a vital importance in order to give compactness and homogeneity to the collections, the presence of a creative director is essential. Given the increasingly influential economic crisis , we realize that hiring a new creative director can be a huge responsibility, so we think it could be useful to make each new collection in collaboration with a famous designer from the world of luxury, as other fashion companies do. In fact, by hiring a designer who is well known and recognizable - by all types of customers in every country - not just the collection could boast a prestigious designer brand , but also would create attractiveness for new potential customers. Having a creative director would also solve the communication problems between designers and management, as a single creative director would be useful to mediate between the groups. On one hand, the creative director could explain the collection to the management and, on the other hand, the management could redirect designers’ creations if they do not fully comply with the guidelines of the company without having misunderstanding.
Finally , another valuable support to the lack of a permanent head designer may be working with cool hunters established in every country where Shanghai Tang has stores. It’s important that the mktg and retail department give correct guideline to the cool hunter in order to catch the newest style that can be joined with the chinese brand. That way, designers could have a reliable and useful feedback of the various styles and materials trends in each single country.
Another issue identified during the analysis of the Shanghai Tang case, is that the company needs a customer loyalty management in the European Union and USA. We believe that the main solution is to create different communication