Abstract
This case study examines how Shanghai Tang, the first Chinese luxury brand, has been transformed from an exotic "souvenir" brand for Western consumers who love China and the Chinese culture, to a global lifestyle brand for everybody. The company's key success factors are: a strong brand DNA rooted in the Chinese culture, a visionary Executive Chairman, a mix team of Western and Chinese designers, a favorable market positioning, a good customer service culture, and a majority shareholder (the Richemont group) who was able to invest in and expand the company. Those factors have helped the company to expand and become a significant player in the luxury industry. However, its ability to seduce more Chinese consumers to buy its brand over the next few years will be critical for its future growth.