Shanghai Tang: A Chinese Luxury Brand with Global Ambitions

Abstract

Shanghai Tang promotes itself as the first and only luxury brand to have emerged from China. It fuses iconic elements of Chinese culture with stylish fashion for the current globetrotting shopper (Chua and Eccles, 2009). The brand includes a range of goods, from wearable and affordable luxury to bespoke tailoring for suits and dresses, all of which convey the image of a modern Chinese lifestyle. David Tang, a wealthy Hong Kong tycoon, started Shanghai Tang in 1994, offering a line of high-quality, often eccentric products made in Mainland China. Initially, the product line included Chairman Mao wristwatches, qipao, silver chopsticks, Chinese-designed silk panamas, leather items, and bespoke tailoring. Tang expanded Shanghai Tang’s presence by taking it abroad to New York, London, and Paris, aiming to become China’s first global luxury brand.

I like Shanghai Tang. I am fascinated by its citation of Chinese traditions. For example, Chinese gold and silver ingots (yuanbao) were an important medium to exchange expensive goods in ancient China. They were typically owned by high-ranking officials, emperors, and tycoons, and used as money. Shanghai Tang has cleverly introduced gold and silver ingots in its patterns. They look very stylish, up-to-date, attractive, distinctive, and meaningful. I love Shanghai Tang’s unique style!

Mrs. W, Beijing