Capstone Project Emily Jiang
Shanghai Tang is an international luxury fashion brand that reflects the modern Chinese culture. Jewelry is a must have accessory and what better way to enhance it current offering than introducing new Chinese jewellery designers. ZXY studio is the creation of Shinyuan Lee and Zihan Yang in 2018. Both are influenced by their Chinese roots and contemporary design through organic and geometric elements. The collaboration is intended to complement and enhance Shanghai Tang’s jewelry line. Launching the new line during Shanghai Fashion Week would be the perfect opportunity to introduce China and the world, a new direction in the collection. Consumers will be able to purchase the new jewelry collection through live stream of the fashion show on Wechat.
Shanghai Tang
-Company background -SWOT analysis -Key competitors -Target market
ZXY Jewelry Studio
TABLE OF CONTENTS
-Studio background -Individual designer background -Jewelry collection -Assortment plan
Collaboration
-The purpose -Marketing strategy -Launch idea
SHANGHAI TANG
SHANGHAI TANG BACKGROUND
Shanghai Tang prides itself as the pioneering luxury brand from China, with mission to be the global curator of modern Chinese Chic. The brand started as a bespoke tailoring atelier in 1994, drawing the legendary craftsmanship of traditional Shanghainese tailoring and rich fabrics to craft impeccably cut clothing. Since then, Shanghai Tang has become renowned for its quirky take on China’s cultural heritage, reinterpreting the beauty and richness of the past as well as the opulence of Shanghai in novel lines of colorful clothing. Today, Shanghai Tang supports an international network of 41 boutiques.
A New Fashion Icon:
’Shanghai Tang' is the English translation of 上海滩, the Chinese name of the 'bund', the famous Shanghai riverfront promenade and iconic 1930s landmark. The name was chosen to honor Chinese couture masters, as Shanghai Tang was founded as an exclusive tailor renowned for creating exquisite qipaos. Blending Chinese luxury with an international outlook, Shanghai Tang is a contemporary and relevant brand that appeals to a global audience. A pioneer, a true trend-setter.
S
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Traditional Chinese image and theme High quality International vision
Weak social media marketing strategy The brand has less promotion The jewelry line doesn't reflect the brand image
The rising power of Chinese luxury market Expand international market, such as westerners and overseas Chinese Provide customization or personalised products Reposition the market position and target consumers Chinese consumers prefer established Western luxury brands It will be hard to keep the traditional style and handcraft skills after it has been sold to Italian company
W
T
KEY COMPETITORS
GUCCI SHANG XIA
PRADA
Influential, innovative and progressive, Gucci is reinventing a wholly modern approach to fashion. Under the new vision of creative director Alessandro Michele, the House has redefined luxury for the 21st century, further reinforcing its position as one of the world’s most desirable fashion houses. Eclectic, contemporary, romantic—Gucci products represent the pinnacle of Italian craftsmanship and are unsurpassed for their quality and attention to detail. Gucci is part of the Kering Group, a world leader in apparel and accessories that owns a portfolio of powerful luxury and sport and lifestyle brands. Jewlery Line Price Range: $130-$3250 Gucci operates in 568 stores across the globe including franchise stores, duty free boutiques, leading department stores and speciality stores and there are 264 stores are located in Asia. Target Market: high income, high status, middle-aged businessmen and women and millennials
Since 1913, Prada has been synonymous with cutting-edge style. Its intellectual universe combines concept, structure and image through codes that go beyond trends. Its fashion transcends products, translating conceptuality into a universe that has become a benchmark to those who dare to challenge conventions focusing on experimentation. Jewlery Line Price Range: $160-$1560 The number of Directly Operated Stores owned by the brand Prada was 394. Target Market: High income, high status, middle-aged businessmen and women
Shang Xia is a Chinese luxury fashion brand backed by Hermès offering high-quality products with a contemporary twist on traditional Chinese aesthetics and crafts. Chinese characters “Shang” and “Xia” reveal a deep philosophy of life: the circulation between two energies of Yin and Yang, past and future, tradition and innovation, and craftsmanship and contemporary design. As a Chinese luxury label backed by the international luxury brand Hermès, Shang Xia’s products include fashion, accessories, furniture, home décor, jewelry and gifts, and are designed to fill the nostalgic gap left by the Cultural Revolution when many traditional Chinese artifacts were lost. Each piece is delicately crafted with all raw materials sourced from within China. Jewlery Line Price Range: $100-$9000 Shang Xia operates 8 stores total located in Shanghai, Beijing, Hong Kong, Paris, and Taipei Target Market: high income, high status, middle-aged businessmen and women
TARGET MARKET
Age: 28-40 Gender: Female Fashion Traits: Fashion aficionado, obsessed with Chinese traditional culture Income: Upper middle to High level income. Location: Asian market and more particularly in China, overseas Chinese
ZXY JEWELRY STUDIO
ZXY is a contemporary jewelry studio created by Shinyuan Lee and Zihan Yang in 2018. The designers are studying jewelry at Savannah College of Arts and Design. Both are influenced by oriental aesthetics and combine that design form with contemporary jewelry through organic and geometric elements to develop jewelry concepts. Their cultural background inspires their aesthetic of creativity and their jewelry experience. To combine oriental elements with contemporary style is their top aspiration.
JEWELRY DESIGNER
Zihan Yang
Jewelry is an external medium that leads us on the path to find who we are. Experimenting with various processes and forms, Zihan has discovered that the use of repeated geometric shapes allowed her to find balance and contemplate her inner world. The form of Zihan’s jewelry pieces inspired by Chinese aesthetic structure and combines with contemporary jewelry form. Her work seeks to engage the viewer to rediscover the possibilities of Chinese aesthetic in the jewelry field.
JEWELRY COLLECTION ZIHAN YANG
JEWELRY DESIGNER
Shinyuan Lee
Shinyuan Lee is currently pursuing a B.F.A. in Jewelry at the Savannah College of Art and Design. She grew up immersed in a multi-linguistic environment, where she discovered her talent for arts and crafts at an early age. She also inspired by the beauty of Eastern, which is from her growing up the background in Hong Kong and Taiwan. Therefore, most of her designs are based on the Oriental aesthetics. ShinYuan’s rich cultural life helps her become a better designer and craftsman.
JEWELRY COLLECTION SHINYUAN LEE
ASSORTMENT PLAN
D.F Sterling Sliver& Fine Sliver Ring $700
D.F IV Fine Sliver Ring Necklace $1050
ASSORTMENT PLAN
COMFORT.Z I Argentium Sliver Bracelet $850
COMFORT.Z II Argentium Sliver Earring $630
COMFORT.Z IV Argentium Sliver Brooch $600
COMFORT.Z III Argentium Sliver Necklace $1100
COMFORT.Z I Argentium Sliver Hair Pin $900
SHANGHAI TANG X ZXY JEWELRY STUDIO LAUNCH IDEA & MARKETING STRATEGY
LAUNCH-PEOPLE Fan Bingbing is a Chinese actress, model television producer and pop singer. In 2017, Fan was listed on Time 100 list of Most Influential People of 2017. Fan was ranked on Vanity Fair's International Best Dressed list 2015 and 2016. She has 62.24 million followers on Weibo. Fan Bingbing will be invited to the fashion week in order to promo the new collaboration.
Yvonne Ching, whose mother was the PR director for Perfume Christian Dior, has more than 3 million Weibo fans and a steady Instagram following. Her rise to fame kicked off when she started dating popular Chinese actor Zheng Kai and they starred in a reality TV show together. She can often be spotted in the front rows of luxury brand launches and fashion shows, including Bottega Veneta’s SS18 runway show in Milan. Yvonne Ching will be invited to the fashion week in order to introduce the collaboration to the millennials.
LAUNCH-PLACE Shanghai Tang will launch it’s collaboration with ZYX jewelry studio at the Shanghai fashion week. Shanghai Tang aim to not only attract the loyal consumers but also millennials in China. LOCATION: Shanghai, China EVENT: Shanghai Fashion Week
SHANGHAI TANG X ZXY JEWELRY STUDIO AT SHANGHAI FASHION WEEK NANJING ROAD, SHANGHAI 18TH, AUG @ 7PM
LAUNCH-DISPLAY The jewelry cases will be exhibit at the shanghai fashion week. Guests can easily check out the collaboration between Shanghai Tang and ZXY Jewelry Studio.
LAUNCH-WECHAT LIVE STREAM Consumers are able to buy the jewelry collection during the show through watching shanghai fashion week live stream show. The “buy now” button will show up on each model during the show, consumers can easily click the button and use WeChat pay to purchase the products they love.
LAUNCH-WECHAT GAME
The WeChat game allows consumers to try on their favorite dress from Shanghai Tang and jewelry pieces from ZXY Studio. Firstly, consumers need to take a full body picture of themselves, then they can choose a favorite dress, the system will automatically change their original outfit to the dress they picked. Lastly, they can pick a jewelry piece. The purpose of this WeChat game is to encourage consumers to try on the new collection online without going to the actual store.
MARKETING-INSTAGRAM
MARKETING-WEBSITE
MARKETING-WEBSITE
MARKETING-WECHAT & WEIBO
MARKETING-POSTER
MARKETING-BILLBOARD
MARKETING-BILLBOARD
With special thanks to Madeleine Thomas Georgina Qin Stephy Tian Wang’s II Chinese Restaurant