Shanghai Tang, Combination of Oriental Tradition and Western Style

By combining elements of the eastern and the western, design style of tradition and fashion, Jewelry of the brand Shanghai Tang interprets the romantic style into extreme while does not being limited rigidly by the inherent Chinese details in nineteen thirties. With constant endeavor of absorbing and containing the new fashion elements, concept of elegant, romantic, exquisite and noble makings has become the constant characteristics of the brand.Since its foundation, the jewelry brand was determined to have indispensable relationship with the city Shanghai. Structured as the city, the perfect combination of the Chinese classic and the western fashion brings the jewelry brand unique cultural connotation.David Tang, the entrepreneur born in Hong Kong, opened a tailor shop which took orders of customization by taking clothing design as the base on the central Pedder street in 1994.David invited 9 skilled masters to help making cheongsam at the time, it was the group together that make the brand became the classic model of Tang suit, which was thus named Shanghai Tang.However, due to the not that clear market positioning and product strategy, Shanghai Tang was purely Chinese clothing brand at first. The founder David Tang was educated in English when he was 13, which brought him the chance to communicate closely with elites in the world. It was under the influence of his personality, the original luxurious element was settled among the high society.Yet until the year of 1999, development of the company was struck in dilemma because of the inappropriate management, the company was forced into the state of being closed after a short and brief flourishing. In 2001, Shanghai Tang was transmitted into the world’s second largest luxury goods group – Richemont. The French Mr. Raphael le Masne de Chermont was appointed executive chairman of the brand. Strategic transformation of Shanghai Tang was thus exerted under the lead of the chairman.Having been lived in Hong Kong for about ten years, the new executive chairman believed that the brand had been imbued with various factors as a luxury brand. Apt at the operation of luxury brand, the man started the global strategy of the top Chinese luxury brand whose business has accessed the European and North American markets successfully and been extended vehemently into the global market. There are more than 30 stores and outlets of the brand have been worldwide launched in Asian countries such as mainland China, Hong Kong, Japan, Malaysia, Singapore and Thailand etc., European and Middle East countries such as France, Britain and the United Arab Emirates etc. and New York and Miami and so on.Based on the traditional costume cultural, the luxury brand takes advantage of modern design and materials to interpret the cheongsam and Tang suit with whole new method, which bring the oriental style tastes of modern and fashion refreshment. Products of the brand concludes Tang suits, traditional Chinese child’s, women’s and men’s wear, gifts furnishing decoration etc..By heritage of the traditional color, pattern and workmanship, design full of sense of humor of has become the classic style of the brand. Fascinating charms of jewelry of Shanghai Tang have bloomed quietly in every piece of item.