Managing Creativity at Shanghai Tang

325 Words2 Pages
Summary: Shanghai Tang is a globally recognized Chinese luxury brand, started by the entrepreneur David Tang in 1994 in Hong Kong’s Central District. Shanghai Tang sells high-quality made in China products reflecting a Chinese cultural theme and creates contemporary and stylish clothing, accessories, and home furnishings. Tang saw a business opportunity on the occasion of the return of Hong Kong to mainland China and rapidly expanded the business within a few years. To get an advantage of developing business internationally, Shanghai Tang made a partnership agreement with globally well-known luxury goods maker, the Ritchemont Group. Although Shanghai Tang opened a 12,500-square-foot store in New York in 1997, the store closed in 1999 because they couldn’t attract enough customers in NY and the effect of financial crisis in Asia. By 2001, the Ritchemont Group took Tang’s stake in Shanghai Tang and acquired the company. In 2001, Raphael Le Manse, experienced executive-level positions at the major brands within the Richemont Group and business in Asia, was appointed an executive chairman of Shanghai Tang. Shanghai Tang has already established stable relationship with customers, had global reputations especially women between 36-45 in Europe and America, and organized design process very well. Now Le Masne targets to expand business more in Asian and mainland China markets in the future. Current issues Business//  How to expand business into Mainland China Organization//  Conflicts between business side and designers  Ooi is leaving from office Alternative strategies Strategy 1// Using the Richemont Group’s skills and experiences in the world Strategy2// Selling more seasonal collection in mainland China and stable collection in Europe Strategy 3// Expand Target age and product lines (It can be costly…) Strategy4// Use peer

More about Managing Creativity at Shanghai Tang

Open Document