Shanghai Tang, the first and currently only luxury brand emerging from

How to Create a Superb Brand w o e b d which Stands Out from the Competition m e
from affordable items of

China, fuses the best of Chinese culture with contemporary elements of

style for the globe-trotting shopper of today. The product offer ranges

luxury to bespoke gowns and suits, each delivering a distinct style that is undeniably Shanghai Tang.

Global Brand Forum 4 December 2008 Kuala Lumpur

BRAND OVERVIEW

Leading Purveyor of Modern Chinese Chic

Shanghai Tang, the first and currently only Shanghai Tang, the first and currently luxury brand emerging from China, fuses the only luxury brand emerging from best of Chinese culture with contemporary China, fuses the best of Chinese culture elements of style for the globe-trotting with contemporary elements of shopper of today. style for the globe-trotting shopper The product offer ranges from affordable items of Luxury to bespoke gowns and suits, luxury to bespoke gowns and suits, each delivering a distinct style that is each delivering a distinct style undeniable Shanghai Tang that is undeniably Shanghai Tang. of today. The product offer ranges from affordable items of

Product Offering

Imperial Tailoring

Women's ready to wear

Men's ready to wear

Home

Accessories

Kids

Store Concept
Shanghai Tang's brand and store concept is founded on the nostalgia of 1930s Shanghai with its East/West glamour and vibrancy. Art deco elements accent the black lacquer fixtures while Shanghai Tang's signature lime green and fuchsia highlight the interior.

Shanghai Tang's unique shopping experience entices all five senses, bringing pleasure and most importantly, a sense of spontaneity and wit to luxury shopping.

Store Locations
Currently 34 Shanghai Tang Locations Around the World, including 9 International Airports boutiques

London

Frankfurt

Las Vegas California

(coming soon)

New York

Paris Spain

(coming soon)

Beijing (5) B iji ( )

(+1 coming soon)

Seoul (coming soon) ( g ) Tokyo

Miami

Dubai
( 1 (+1 coming soon)

Taipei Bangkok g

Hangzhou Shanghai (4) Guangzhou Hong Kong (7) Macau

Honolulu

Singapore (3)

Kuala Lumpur

New York 600 Madison Avenue Honolulu Ala Moana Center Miami Mandarin Oriental Miami Oriental, Les Vegas The Forum

Paris 76 rue Bonaparte London 6b Sloane Street Madrid Calle Claudio Coello Macau Four Seasons

Hong Kong 12 Pedder Street, Central Peninsula Hotel, Kowloon Intercontinental Hotel, Kowloon Pacific Place Hong Kong Intl Airport (West Wing) Hong Kong Intl Airport (East Wing) The Elements Hangzhou Hyatt Regency Hotel

Shanghai Promenade on Mao Ming Xin Tian Di Shangri-La Pudong Pudong Intl Airport, T2 Beijing j g Beijing Intl Airport , T2 Beijing Intl Airport , T3 Grand Hyatt Hotel Ritz Carlton Hotel Yin Tai

Guangzhou Baiyun Intl Airport Tokyo Ginza Dubai Burjuman Bangkok Siam Paragon

Singapore Ngee Ann City Changi Intl Airport, T2 Changi Intl Airport, T3

Taiwan Taoyuan Int l Airport, T2 Intl Airport Kuala Lumpur The Pavilion

CREATING A SUPERB BRAND:

GREAT PRODUCTS + GREAT MARKETING

GREAT PRODUCTS

Remember the 80s... the heyday of great design, at least in fashion, with the genuine imprint of human personality.

Invest in creativity (vision) => Stick to your guns (stamina) = the consumer will understand what you stand for and return to your brand, time and time again. e t t t f et t t t e t e

Its ok, too, if your brand doesnt please everyone, because niche brands, these days, can be quite large. n e e large e

be uncompromising! Be prepared to Sacrifice short-term sales for a longer-term view of building brand w f g brand.

SHOW LEADER SHIP THROUGH EXPERIMENTATION AND INNOVATION

A GREAT MESSAGE
(EMOTION & DISTINCTIVE POINT OF VIEW)

The high-end consumer is definitely looking for an emotional connection to the shopping experience. Idiosyncrasy, humanity, PERSONALITY are to be cherished. The customer seeks a dream, rather than a collection of products pre-ordained by last seasons sell-through statistics. CUSTOMERS ARE LOOKING FOR IDENTIFICATION AND ASPIRATION. S E G R N D . Thats why its important to stick to a clear message, when youre a brand the customer regards the best brands as unfailing dispensers of a certain philosophy of beauty, luxury, experience, when you shop within their walls. DO NOT DISAPPOINT THAT CUSTOMER.

ADEPT, SYNERGISTIC AND DYNAMIC COMMUNICATION

Embrace (and harness) today s media and internet culture e d ) todays a d t culture. e Marketing tools have proliferated greatly and become quite complex. Brands must take advantage of this new arsenal, rather than shying away from technological challenges. Internet Celebrities Cross-promotion Seduction of media opinion leaders n f a n s