T BY TANG PRIVATE LABEL PRODUCT DEVELOPMENT FOR SHANGHAI TANG FASM 310 NATALIE LEE CHRISTINA TAI CORINNE SYQUIA
table of contents SHANGHAI TANG (ABOUT THE BRAND) About Shanghai Tang Shanghai Tang’s Customer Shanghai Tang’s Product Line Shanghai Tang’s Stores SWOT Analysis Perceptual Map
T BY TANG (ABOUT THE BRAND) 1 2 3 4 5 6
About T by Tang T by Tangs Customer Logo T by Tang’s Objective Plan T by Tang’s Critical Plan Mood Board & Colors Fabric & Silhouettes Line Plan & Size Chart Design Pack Hang Tag & Care Label Back Label Sourcing Information Pricing & Costing Distribution Final Prototype
8 9 10 11 12 13 - 14 15 - 16 17 - 18 19 - 22 23 - 24 25 26 - 27 28 - 29 30
SHANGHAI TAI ABOUT THE BRAND
ABOUT SHANGHAI TANG David Tang, whose family moved to Hong Kong after the government had switched to Communism in Mainland China, first established Shanghai Tang in 1994 in Hong Kong. The brand had first established itself as a custom tailor shop focusing on traditional Chinese clothing like quipao. The name “Shanghai Tang” came from the Chinese name for The Bund, an affluent financial district in central Shanghai. The name was a homage to Shanghainese tailors and Shanghai in the 1930s, when it was called “The Paris of Asia.” Today the label has been going through a lot of rebranding, due to a French man named Raphael le Masne de Chermont, who, despite changing many aspects of Shanghai Tang, has still protected its heritage while turning it into a modern symbol of Chinese Luxury. The brand has utilized its traditional methods and clothes and translated them into something modern, luxurious and current. The brand has collaborated with many young Chinese designers to achieve this. As a result, the Chinese who used to look upon its too old style with disdain – as Shanghai Tang used to be something only gweilos with a penchant for the east would be interested in – now flock to the Shanghai Tang with pride. Shanghai Tang has stores Miami, Frankfurt, and Kuwait; 4 stores in Singapore; and several more in Hong Kong and Shanghai (plus one café!). While the brand continues to do custom tailoring and ready to wear, it has also expanded into home ware and accessories. It has also set itself as the pioneer of Chinese haute couture with its handmade gowns. 1
SHANGHAI TANG’S CUSTOMER Shanghai Tang generally caters to a wide variety of people of different ethnicities but generally their customer is female, aged 35 to 45, and working. She lives in more the more affluent areas like Central and Causeway Bay. The Shanghai Tang customer is a stylish woman who knows quality when she sees it. She prefers perfectly constructed garments that fit her perfectly, and loves them even more if they are made with quality materials. While she is proud of her heritage, she knows that wearing anything too traditional will age her, which is why she likes mixing up her more traditional pieces with her more modern ones. She also loves the vivacity and the brightness of the colors her culture has to offer, and shows this in the clothes that she wears as well.
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SHANGHAI TANG’s product line Based on Shanghai Tang’s online store, Shanghai Tang’s product line includes three categories, which are women’s wear, men’s wear and home and decoration. In women’s wear category, it has clothing line, accessories line (including handbags, belts, scarves, wallets, tech accessories and etc.), and jewelry line. The men’s wear line is similar as women’s wear without jewelry. Also, men’s wear has a line only focus on polo shirt that has innovative design and prints or bright colors. Shanghai Tang is well known for their brand image as a lifestyle brand, and the home product line continues their innovative design of apparel. The home and decoration category includes tea and coffee cup line, tableware line, drinking glasses line, home fragrance line and so on. All of the products in Shanghai Tang are inspired by Chinese culture, however, the overall look and style of the products are modern and are perfect mix of West and East. You can see a lot of bright and contrast colors in their products, also details inspired by Chinese culture are one essential characteristic of the brand. The products are modern, youthful, innovative with oriental feels.
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SHANGHAI TANG’S stores 1 LONDON MIAMI
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1 KUWAIT CITY 23 CHINA 15 HONG KONG DUBAI 1 SINGAPORE 4
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Shanghai Tang is based in Hong Kong and has 46 stores all over the world. Though Shanghai Tang is a international brand, they don’t separate a lot of their location, and also they put lots emphasis in China. The two reasons of their strategy of doing so are: Firstly, they have an online store that sells all their products and is shipping worldwide, and since opening physical stores overseas is more risky, online store is a good way to test the oversea market. Secondly, since Shanghai Tang is known for their Chinese culture brand identity. China market is the one that will accept it the most and also, the tourists that attracted by the Chinese culture that go there will also be more willing to purchase in Shanghai Tang.
SWOT ANALYSIS
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PERCEPTUAL MAP
The perceptual map is separated into Low to High Price and High Street to High Fashion. While Shanghai Tang’s aesthetics is unique amongst it’s competitors like Ralph Lauren and Kate Spade, the perceptual map only shows the existing brands with an Eastern flare and a strong Chinese background to the company. These companies specializes in both fashion and lifestyle and all initated by a Chinese founder. 6
T BY TANG
THE PRIVATE LABEL BRAND
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about t by tang T By Tang is a provate labelexpanded by the legendary Hong Kong brand, Shanghai Tang. This label has been developed to focus on casual and oriental inspired T-Shirts while staying true to the distinctive style of Shanghai Tang. The aim of this private label is to attract the younger demographic, who embrances a sophisticated stye and taste in fashion and the eastern culture that Shanghai Tang successfully brings in their permanent collection. T By Tang is inspirational and authentics. It reminds young consumers that the Chinese heritage should be greatly honored. The history and culture of olden day Chinese can be incorporated into the beauty of modern day life. T By Tang emphasizes the extravagant artistyry and refinement of Chinese art onto carefully illustrated prints on T-Shirts. The company intently believes that Chinese inspired garments should not only be reflected on a quipao or cheongsam. T by Tang is bringing back the concept of mixing the olf eith the new. The approach of modernizing the skillfully painted oriental prints and patterns found on scrolls or flower vases, onto modern day silhouettes and cuts of T-shirts that consumers are interested in wearing present day. In the future, T by Tang hopes to develop the brand in a way that is enticing to the younger demographic. T by Tang wishes to stylishly promote the beautiful Chinese culture to the younger audience with a fresh and unique twist, contributing the act of collaboration with up and coming young artists. With how the fashion industry looks like now, T By Tang strongly believes that the Chinese heritage should be preserved as much as possible. To have clients live through the beauty of olden day Chinese during modern day life is truly an experience T by Tang wishes to share.
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Contemporary Chinese Artist Prints Quipao design details
Chinese Silk
RE-ORIENT YOUR TEES
T BY TANG’S CUSTOMER Our target customer is a young working female between the ages of 25 and 30. She is also of Chinese descent, and is well educated with regards to her heritage. She loves the bright colors and vivacity that oriental cultures have to offer, and loves Chinese contemporary art. She is known among her peers as a very stylish individual, who isn’t afraid to mix and match her high street and high end items. She is incredibly fashion forward and trend-savvy; she always looks for the newest and freshest styles on the market. She is also very receptible to items that have a unique print.
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LOGO
In keeping with the Contemporary Chinese theme we have established, we patterned our logo after the traditional Chinese lattice windows. We had also taken care to keep it geometric as an homage to the art deco style that was prevalent in old Shanhai. The pattern in the middle is made to look like two letter T’s set on top of each other to represent the name of our brand. 10
T BY TANG’S OBJECTIVE plan
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T BY TANG’S CRITICAL PLAN
For the action plan, this is the plan we are following right now that we set this product line to launch in 2015 spring summer to test the market. After we got the market reaction, we will adjust our product line and officially launch the whole T by Tang T-shirt lines in 2016 spring and summer.
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MOOD BOARD
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COLORS
YIN
YANG
CHINA BLUE
ASARUM
GOJI
LYCHEE
KOI
The colors of T by Tang were chosen to represent different aspects of Chinese culture. The colors had drawn inspitation from objects that are distinctly Chinese, and have named them after certain Chinese elements as well. Special emphasis was placed on choosing bright, vibrant colors, which is very typical of the Chinese culture. 14
FABRIC
Special emphasis on quality was observed when the fabrics were chosen. Cotton-spandex mix was the main fabric of choice due to it comfort and versatility. 100% silk will also be used, however for the cheaper items, the silk may be replaced with rayon. 15
SILHOUETTES
Careful research had been undertaken in order to determine wha the big trends for the upcoming Spring/Summer season would be. Trends like the crop top and the asymmetrical hem add a touch of modernity to the traditional Chinese details that will be added to the garments. The Kimono sleeves catered to the oriental theme of the line, and the basic and boxy tees are the essentials and are therefore the potential bestsellers in the line. 16
LINE PLAN
The line plan assortment is divided into three different categories: basic items, key items and fashion items. The basic items are the essential items and make up majority of the assortment. The key items include the silhouettes that are unique to the season; as this is for the Spring/ Summer season, silhouettes like cropped kimono sleeves, off-shoulder/asymmetrical dress, and the sleeveless shirt dress belong to this category. Lastly, the fashion items are the items that mix cotton with pure silk. Each style was also given a Chinese female name, to keep them consistent with Changhai Tang’s image. 17
SIZE CHART
Size Chart
Women’s Tshirt (Basixs)
Women’s Key Items & Fashion Pieces
S
M
L
XS
S
M
L
U.S
02-04
06-08
10-12
2
4
6
10
U.K
06-08
10-12
14-16
6
8
10
12
Japan
05-07
09-11
13-15
5
7
9
11
Germany
32-34
36-38
40-42
32
34
36
38
France
34-36
38-40
42-44
34
36
38
40
Italy
38-40
42-44
46-48
38
40
42
44
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DESIGN PACK
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DESIGN PACK
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DESIGN PACK
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DESIGN PACK
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HANG TAG & CARE LABEL The hang tag will be held by thin silk ribbon, and a pin will be used to secure it in place at the back of the garment. When opened, it will contain information about the brand as well as the size of the garment. The tag will be made out of sturdy card. The lattice part of the logo will be cut out on black card and will be set against the white hang tag. The care label, on the other hand, will be attached to the garment itself. It will include the fabric composition, the origin of construction, as well as the care label in graphic as well as in text from for the convenience of the customer.
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HANG TAG & CARE LABEL
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BACK LABEL
Instead of having a traditional tag at the back of the shirt, we have decided to replace the tag with a stap instead so that the customers do not feel uncomfortable with an itchy tag at the back. 25
SOURCING INFORMATION
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SOURCING INFORMATION (cont.)
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PRICING
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COSTING
Li Hua HK$30 - Manufacturer $25 - Silk $19 - Cotton Spandex $ 30 Printing HK$ 104 - TOTAL
Ai HK$19 - Manufacturer $20 - Cotton Spandex HK$ 39 - TOTAL
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distribution Our distribution of T by Tang will focus on the stores in Hong Kong; however, we are only selecting few stores to sell the products to make T by Tang more exclusive. And as our major stores have more complete product lines, we hope T by Tang can bring in more traffic to the stores and also attract new customers to our other product lines. The store we selected are Shanghai Tang Mansion which is our flagship store, the store in Pacific Place, Time Square, 1881 Heritage, Harbour City and Elements. For the overseas stores, we are going to have T by Tang only in Shanghai Tang’s Xintiandi store. Xintiandi is a prosperous area in Shanghai that consists of shopping malls and famous restaurants. This is the place that full of tourists and people who are looking for new experience. Shanghai Tang even opened a café in here to promote Shanghai Tang’s lifestyle. Thus, the Xintiandi store will be the only overseas store to have T by Tang. Besides of physical stores, we will also sell our T by Tang products through Shanghai Tang’s online store. Since our target customers are younger than Shanghai Tang’s customer base, we believe they are more familiar and used to shop online. Also, we predict the basic items will be the bestseller in online store as the fit won’t vary that much and our customers may want different colors after they buy the first one.
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final prototype Ai Basic T-Shirt in color Yang
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final prototype
T By Tang is always looking for contemporary Chinese artists to collaborate with to further embrace the strong Chinese heritage of Shanghai Tang, in a modern and inspiring way that is unique to the younger demographic. Prestigious artists like James Jean - whose work is featured here - is the perfect example of this creative collaboration that T By Tang wishes to bring upon in the future of this line. 32
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