.marketingtochina.com
1. Shanghai Tang experienced early success in many areas due to their advantages such as producing their products in the manufacturing capital of the world and exposure to consumers. Tang set out to create a high end fashion brand and change peoples perception that anything that was made in China was going to be of bad quality."Perceptions of production quality have haunted Chinese products for years" (Fashion Branding Unraveled). By manufacturing their products at home, they had the initial low cost of production and reduction in other costs such as transportation and other logistics. "That the brand seemed to be heading at the right direction" (Fashion Branding Unraveled) .The colorful designs and cuts that were popular among asians at the time could have been something that led Tang to initially fail in New York. Americans are normally regarded as consumers that are late when it comes to adopting trends.
2. During the time when tang was opening his store in america, grunge was the prominent trend in the marketplace. Grunge included dark colors, and heavy fabrics which was the opposite of the style that Tang was trying to introduce at the time. Style in america was relatively conservative compared to the styles that were being adopted all over the world. It is also possible that the location of the store itself in New York could have had a huge impact because the initial store for Tang received millions of visitors each year."China has gone from being the low-cost factory of the world to a purchaser of some big name brands to a stage where they create their own global brands built on local innovation capable of competing in quality, style, and prestige with designs coming out of the fashion capitals of the world" (Fashion Branding Unraveled)
2. During the time when tang was opening his store in america, grunge was the prominent trend in the marketplace. Grunge included dark colors, and heavy fabrics which was the opposite of the style that Tang was trying to introduce at the time. Style in america was relatively conservative compared to the styles that were being adopted all over the world. It is also possible that the location of the store itself in New York could have had a huge impact because the initial store for Tang received millions of visitors each year."China has gone from being the low-cost factory of the world to a purchaser of some big name brands to a stage where they create their own global brands built on local innovation capable of competing in quality, style, and prestige with designs coming out of the fashion capitals of the world" (Fashion Branding Unraveled)
No comments:
Post a Comment