Shanghai Tang Fashion Brand

Shanghai Tang Fashion Brand
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Shanghai Tang Fashion Brand
Shanghai Tang is a unique luxury fashion brand worldwide focusing on traditional Chinese attire, with an incorporated western style. The brand gains its identity through the use of ionic fabric and accessories. The Company's focus on tradition and art makes it unique. Shanghai Tang fashion brand undergoes challenges and opportunities in its operations. The challenges have made the Company miss several opportunities and become less competitive, considering the competition in the fashion industry. Some of the brand's significant challenges include a mistake in positioning, lack of proper target audience, and public strategy selection.
Positioning is a vital part of the success of any Company's brand. The challenges had adverse effects on the Shanghai Tang fashion brand as they led to a decline in brand awareness. Shanae Tang Fashion Company failed to observe the strategy of pricing and positioning. The brand's financial statements noted that the pricing and store location mistakes lead to losses in its outlets because the high rents and design capabilities could not support its pricing. The second challenge facing the fashion brand is the lack of a proper target audience. Shanghai Tang's primary target audience is men. However, the global omen clothing market is higher compared to that of men. Therefore, this becomes a challenge as the brand misses out on the target audience with the majority.
The other challenge facing the brand is changing consumer behavior and social patterns. The economic growth in China is facilitating the development of domestic brands. As competition from similar brands increases, the needs of the consumers are also likely to change. The other challenge facing the fashion brand is the failure to use social media platforms. Various social media platforms such as Facebook, Twitter, Instagram, YouTube, and LinkedIn are the perfect opportunity for the brand to attract a bigger audience.
Apart from the challenges, Shanghai Tang has several opportunities, mainly because it can design traditional Chinese attires. The brand's clothing is purely based on tradition and art, which is achieved by incorporating western culture into the chinses style. Th...