Ron Sneijers

Profile

Ron Sneijers
http://sneijers.net
http://blog.sneijers.net

Assignment 1 - Object of the future

http://blog.sneijers.net/shanghaitanglogo.jpg

http://blog.sneijers.net/uploaded_images/shanghaitangfashion-706212.jpg

New

Shanghai Tang is ready to become China's first great luxury brand. Forget about cheap textile and DVD players. This is the next battlefield for global competition.

Replace

The haute couture apparel industry is for many years dominated by brands from the Western world. Well known brands like Gucci, Versace, Louis Vuitton, Armani, Prada, etc. are setting the pace in this high-end industry segment. In the upcoming ten years I foresee a major shift in fashion style and major fashion brands. Along with the shift in the global arena where the world is becoming more integrated and interrelated with each other. The four biggest emerging markets (according to The Economist's research) China, India, Brazil and Russia are standing at the door steps to capture a stake in the haute couture apparel industry. Emerging fashion designers especially in Asian countries like China and India are getting lots of attention from the outside world; among them some are seen as the next rising fashion designer stars.

Change

Shanghai Tang is following the tradition of established luxury labels associated with a specific national aesthetic. Brands like Armani, Gucci, Prada, and Versace have long symbolised streamlined Italian style. Chanel embodies Parisian elegance. With its current booming sales, Shanghai Tang has the chance to become the Chanel of China in the years ahead of us.

Growth

Worldwide sales have grown 43% in the last year (2005), and American sales (at boutiques in New York and Honolulu) are up 50%. In 2005, new stores opened in Zurich, Shanghai, Tokyo, and Bangkok. Currently, two more stores, in Beijing and Milan, are set to open in 2006. Shanghai Tang expect to have 30 stores by the end of 2007. A current store overview can be found here http://www.shanghaitang.com/shanghaitang/shoplocate.jsp

References

• BBC - Low-cost China eyes luxury future http://news.bbc.co.uk/1/hi/business/4198266.stm
• BusinessWeek - Inspiring Shanghai Tang's Fashions http://images.businessweek.com/ss/05/11/shanghai_tang/index_01.htm?campaign_id=search
• BusinessWeek - Richemont in a Rut http://www.businessweek.com/magazine/content/03_29/b3842138_mz034.htm
• BusinessWeek - Shanghai Tang: A Taste of China http://www.businessweek.com/innovate/content/nov2005/id20051130_575911.htm
• CNN - Designing a global brand http://www.cnn.com/2006/WORLD/asiapcf/03/15/eyeonchina.brands/index.html
• Daniel W. Drezner - The intriguing rise of Shanghai Tang http://www.danieldrezner.com/archives/002573.html
• Fast Company - Fast Talk: China Rising http://www.fastcompany.com/magazine/90/fasttalk.html
• Fast Company - The Gucci Killers http://www.fastcompany.com/magazine/102/shanghai.html
• Fast Company - The Little Red Book of Branding http://www.fastcompany.com/magazine/102/shanghai-sidebar.html
• New York Times http://query.nytimes.com/gst/fullpage.html?sec=travel&res=9506E4DC1531F930A25752C0A96F958260
• Shanghai Tang Corporate webpage http://www.shanghaitang.com/
• The Economist - Climbing back http://www.economist.com/displaystory.cfm?story_id=5420756
• The Economist - Coming of age http://www.economist.com/displaystory.cfm?story_id=E1_VQTTJSS
• The Economist – Grow up http://www.economist.com/displaystory.cfm?story_id=E1_PNRGVQV
• Time Magazine - Made in China: Beware the Dragon http://www.time.com/time/asia/arts/article/0,9754,102476,00.html
• Time Magazine - Made in China: Fashion Boomerang http://www.time.com/time/asia/news/article/0,9754,98297,00.html

Ron Sneijers March 17th, 2006