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商品編號： HKU650 出版日期： 2007/03/15 作者姓名： Park, Monica;Yim, Bennett 商品類別： Marketing 商品規格： 12p 再版日期： 地域： Hong Kong SAR 產業： Apparel accessories 個案年度： -
商品敘述：
When he created Shanghai Tang in 1994, Hong Kong businessman David Tang intended to launch China''s first bona-fide luxury brand. In the first few years, Tang''s flamboyant, cross-cultural style and ties to celebrities fueled the buzz surrounding the brand. But the brand was unable to establish its core customer outside its home market of Hong Kong, and the company struggled to find a niche among successful, established global luxury brands. In 2005, under new leadership and revised creative direction, Shanghai Tang expanded into several regional markets worldwide, with a particular focus in Asia. But was the company on track to become the first global Chinese luxury brand?
涵蓋領域：
Branding
相關資料：
, (HKU651), 12p, by Monica Park, Bennett Yim
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