Richmond Sold Chinese Style Luxury Brand Shanghai Tang

Richmond has announced Chinese style luxury brand "Shanghai Tang" was sold to Italy entrepreneur Alessandro Bastagli.

I think the weakness of this brand is mainly in these two aspects.

Firstly is positioning embarrassed, it is hard to balance between eastern and western cultures.Sir David to build this brand in Hong Kong in 1994;The brand has been difficult to find an appropriate balance and the concept of the Chinese culture of modern luxury brand foundation.Shanghai tang positioning itself as China's top luxury brand, but in London and Miami and other overseas markets are also set the discount store.The bund is a serious problem of unclear positioning.

Secondly is the design lacks originality. Shanghai's main problem is not rapid response to China's consumer preferences change.Brand will be diverse Asian cultures together, but not seriously consider the aesthetic needs of Chinese consumers;In recent years, this part of consumers are growing at an alarming rate, they put forward higher requirements in the design ideas and creativity.Unfortunately, Shanghai tang has not made a positive change.

In my opinion, the brand should clearly understanding the brand positioning and the design of the brand must be originality. There are a common issue for a part of China local brands, the design of the brands are copy don't have their own design and idea. I think these kinds of brand should develop more in order to catch up with the international fashion brands. In the future, as a buyer I will choose the brand that have their own style and unit selling point.

Picture come from https://www.google.com.sg/search?q=shanghai+tang&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjdu4fO-IPVAhXBpY8KHbKoBbIQ_AUIBigB&biw=1366&bih=707#imgrc=jd6DI8vPokhmeM:.