Shanghai Tang

COMPANY CASE: SHANGHAI TANG: Chinas First Great Luxury Brand One rainy October shadow in 2002 in a 1,300 year-old Confucian temple in strike, journalists from three continents, local bigwigs, style-conscious Chinese yuppies (chuppies), and three Chinese association football stars gathered to watch a fashion show. Raphael le Masne de Chermont, chief executive officer of the Chinese flavourstyle brand Shanghai Tang, is unconcerned just about the weather and its possibly detrimental effects on 46 expensive garments which were about to make their way down a slippery red lacquered catwalk. The lights go up, the beat of Tainted life fills the temple, and the parade of Chinese model begins. On display is an coordinate of sumptuous clothing: Brocaded parkas with fur trimmed hoods, S49,000 chinchilla-lined silk coat, silk jackets topstitched in cloud patterns, tweed skirts festooned with crystals in a dragon-scale design, and cardigans embellished with jade. When the final outfit, a full-length shearling coat encrusted with Swarovski crystals, is shown, the crowd applauds de Chermont and his creative conductor Joanne Ooi. The glitzy event was a gamble for Shanghai Tang, which has had a raspy history since its launch. Birth of a Brand Shanghai Tang was founded in 1994 by British-educated David Tang in Hong Kong.

It was a positioned originally as a custom-tailoring business leveraging on the talents of Shanghainese tailors. In 1996, anticipating a robust market selling Chinese souvenirs to well-heeled tourists attracted by the handover of the city of China, Tang expanded into ready-to-wear. At precisely 6.18pm on November 1997, a time chosen into by a feng shui (geomancy) master, Shanghai Tang opened a palatial outlet on Madison Avenue in New York just setback Barneys, welcoming the citys glitterati for a bash that feature roast suckling pig, lion dancers, and Fergie, the Duchess of York. It was such a zesty ticket that many party goers couldnt accomplish in, as the NYPD, citing New Yorks tough fire codes,... If you want to get a full essay, order it on our website: Orderessay

If you want to get a full essay, wisit our page: write my essay .