Style Codes
Juan Pablo Zuluaga
Fashion Product Management
IED Barcelona
2016
The Brand
SHANG XIA is a luxury lifestyle brand created in
2008 as a joint venture between the French group
Hermès and the Chinese designer Jiang Qiong Er,
who currently works as Artistic Director and CEO
of the brand.
She studied painting and calligraphy in her youth,
followed by a degree in Design at Tongji
University, in Shanghai. After finishing, she
decided to move to Paris where she studied
Furniture and Interior Design at the École
Nationale Supérieure des Arts Décoratifs.
Patrick Thomas, Hermès CEO, &
Jiang Qiong Er, SHANG XIA CAD
& CEO
Awards and more
2012, Qiong Er won the "talent de l’harmonie"
award at the Talents du luxe et de la création
"Breakthrough woman of the year" at the 2012 Elle
Style Awards
"Asian successful woman" by Jessica magazine in
Hong Kong
2013 "Chevalier des Arts et des Lettres" of the
French Republic in recognition of her contribution
to cultural exchange between China and France
2014, SHANG XIA designs featured in the "De la
Chine aux Arts décoratifs" exhibition in honor of
France Chine 50 at the Musée des Arts décoratifs. Jiang Qiong Er CAD & CEO
The Creative Universe
SHANG XIA is renowned by its finest design and
craftsmanship, rooted in the millenary Chinese
culture and heritage. The brand establishes a
dialogue between tradition and modernity,
integrating the warmth, balance and harmony of
Chinese grace and ceremonialism into unique
furniture pieces, decorative objects, accessories
and garments.
Distribution
SHANG XIA has three boutiques, all of them designed by the Japanese architect Kengo Kuma.
The first of them was opened in Shanghai in 2010, with a zen and futuristic approach. The second one was
opened in Beijing in 2012, and was inspired by the Great Wall. The third and last one was opened in Paris
in 2013.
SHANG XIA Shanghai Boutique
SHANG XIA Shanghai Boutique
SHANG XIA Beijing Boutique
SHANG XIA Paris Boutique
SHANG XIA Paris Boutique
Brand Values
- Tradition
- Chinese millenary heritage
- Craftsmanship
- Luxury
- Elegance
- Contemporary design
- Geometry
- Minimalism
- Naive
- Calm
- Delicate
- Genderless
Target
- Women & men
- Age: 30 to 45
- SHANG XIA TM:
Women and men interested in the “art of living” seen from a Chinese
contemporary perspective. In a first stage, the primary goal of the brand is to
reach the Chinese and French luxury markets
- SHANG XIA customer:
The connoisseur, the one who seeks beauty in simplicity, craftsmanship, noble
materials and supreme quality
- Their attitude to fashion and dressing:
They look for timeless pieces instead of trendy garments
They express their individuality with subtlety
- Upper middle class and upper class
- With university degrees and a strong background in the creative fields.
(Architects, interior designers, writers, artists, philosophers, etc....)
- They have high purchase power.
Competitors
- Shanghai Tang / Hermès / Prada / Louis Vuitton / Acne
Collaborations
SHANG XIA establishes collaborations with master
craftsmen of cashmere, zitan wood, and porcelain.
It is a conglomeration of the Chinese know how
under the guidance of CAD Jiang Qiong Er.
Brand Positioning - Level 1
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Handmade
Brand Positioning - Level 2
Product code details
Su
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Hand sculpting, felting, stitching
Brand Positioning - Level 3
- Tradition
Han Dynasty Inspiration Qipao or Mandarin Dress Qing Dynasty inspiration
206 BC 220 AD inspiration 1920 “The production of tea” 1644 - 1912
Brand Positioning - Level 3
- Hand sculpting, felting, stitching, dying
Special dyeing techniques Hand stitched, perfect line Hand felting (Mongolian Yurts)
Brand Positioning - Level 3
- Subtle Elegance
Delicate color pallets Loose silhouette Seamless geometry
What SHANG XIA is not
- Cliché reference to Chinese culture
- Stravagant
- Copycat
- Transparent
謝謝
Juan Pablo Zuluaga
Fashion Product Management
IED Barcelona
2016
Bibliography
http://www.acrwebsite.org/. (2016). A Brand Culture Approach to Brand Literacy: Consumer Co-Creation
and Emerging Chinese Luxury Brands. [online] Available at: http://www.acrwebsite.
org/volumes/v42/acr_v42_17838.pdf [Accessed 11 Apr. 2016].
Shang-xia.com. (2016). Inspirations | Shang Xia. [online] Available at: http://www.shang-xia.
com/inspirations [Accessed 11 Apr. 2016].
