Shanghai tang服装行业案例分析.pdf

Shanghai Tang: Taking Chinese Fashion to the World Case Study Reference No. MKS0123C This case was written by Doris John, ICFAI Business School Research Centre, Chennai. It is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. This case was compiled from published sources. © 2007, ICFAI Business School Case Development Centre No part of this publication may be copied, reproduced or distributed, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or medium – electronic, mechanical, photocopying, recording, or otherwise – without the permission of ICFAI Business School Case Development Centre. Related Products Availability Teaching Note MKS0123C-1 Structured Assignment Distributed and Printed by Phone : 91(40)- 91 IBSCDC, India Fax : 91(40) E-mail : info@ All rights reserved 1 Shanghai Tang: Taking Chinese fashion to the world Shanghai Tang is the best of 5000 years of Chinese tradition exploding into the 21st century, - David Tang1 The tag, “Made in China” usually suggested mass-produced products, dubious quality and cheap prices. One Chinese brand sought to change this perception and establish itself as a truly Chinese brand in the