Shanghai Tang Essay

1781 Words8 Pages
Assignment Title: Managing Creativity at Shanghai Tang Course Title: Creativity and Business Innovation Fall 2012 Instructor Name: Ali Farhoomand Student Name: Ahmed Waqas Student Id: 2010520840 Submission Date: 8th October 2012 Executive Summary Shanghai Tang, a luxury brand emerging from China faces a common problem, not just restricted to fashion industry, where creative aspirations and commercial imperatives collide. The key elements of the case study are creativity, leadership and organizational behavior. The conflict between the designers and business managers over the fact that the company’s creativity doesn’t serve the need of the market signifies the lack of leadership prowess on Le Masne’s part, which has led to tension between the designers and business managers. Moreover, to add fuel to fire in addition to global economic downturn, Joanne Ooi the creative director and the epicenter of creative direction of Shanghai Tang is leaving the company. The heavy dependence on retail stores leads to widespread availability of counterfeits which provides a unique challenge and directs towards the importance of having own-stores to ensure the legitimacy of the products. Another problem Shanghai Tang faces now is the need of shift of customer focus from European and American buyers to Chinese customers which will expand the customer base of the company. Even though a lot could be done better the management process of the company is excellent which includes the following i) Design Process: The mixture of both the core collection and seasonal collection maintains a balance between trademark products and the newness factor. The focus on theme and the creative designer as the core adds a lot of value to the design process. ii) Brand Considerations: Focus on the Shanghai Tang DNA leverages the brand equity that has been developed till now but on
Open Document