Luxury Brand Management – EM054U1T

Fall 2013

Case Study: Shang Xia (vs Shanghai Tang) Shang Xia is an interesting attempt to create a brand new luxury and fully Chinese in the luxury sector. Start visiting the website: http://www.shang-xia.com/en, then surf the web to gather additional pieces of information relating to the brand. 1/ Your first mission is to enhance our knowledge of Shang Xia seeking all available information on the brand (company website, internet research, and any other source available). The objective is to present particular:

− The brand history

− business model

− The range of products, the mix

− Customer Profile

− First Results

− Factors explaining these results

Wrap up the strengths and weaknesses of Shang Xia in a Swot analysis 2 / You then analyze in depth the brand identity by identifying what are the points-of-difference of the brand, and its most unique features. You compare Shang Xia to Shanghai Tang (an earlier attempt of the same nature, but has not yet been successfull). Shanghai Tang belongs to the luxury group Richemont 3 / Can Shang Xia gain worldwide recognition? Imagine the problems the brand could meet to achieve this goal and how it can overcome obstacles to get there.