Abstract
-Have the strong sense of the traditional element, which can attract more foreign buyers and distinguish from the other luxury brand. It is unique and don't have many competitors and substitutions.
-Catch up with the latest fashion trend in luxury world which is "luxury scholars," especially with the development of the art market, especially in contemporary art, collections of antiques and modern art becoming the new signs of social status and respectability. The brand Shanghai Tang represents exactly the trend.
-the first Chinese luxury brand which means a lot of chances and customers in china, which is biggest emerging luxury country in the world. The Chinese people are more easy to accept the style and the symbols of the brand.
-the director and the founder of the Shanghai Tang is not Chinese, it can know much about what a foreign customers want.
-shanghai tang already has 15 boutiques worldwide including the fashion capitals of London, New York and Paris. It already has a huge of fans and clients.
