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Positioning

Published on Jan 19, 2016

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PRESENTATION OUTLINE

1.

Positioning

  • Customers' perception:
  • Made in China
  • Chinese identity + Global Presence
  • Ambassador of modern Chinese style
Photo by Robert S. Donovan
2.

Brand Position

  • Direct competitors: 
  • Premium fashion brands
Photo by Jim Nix / Nomadic Pursuits
3.

Target customers

  • Before: Upper-east, NY
  • Wealthy tourists
Photo by bradleygee
4.

Target customers

  • Age: 20-40
  • Market Characteristics:
  • High purchasing power
  • High sustainability
  • Local residents + Tourists
Photo by WanderingtheWorld (www.ChrisFord.com)
5.

marketing objective

  • Strong empire in China and Asia
  • Brand ORIGIN
  • --> Shanghai Tang's version of Chineseness
  • ---> differentiable
Photo by Dave_B_
6.

brand identity

  • Designs: re-fashioning historical features
  • Modern Chinese lifestyle
  • Symbols of SUCCESS
  • Chinese elements s decorations
Photo by lavishlylush
7.

Brand Identity

  • Fashion conscious
  • Highly wearable
  • Lifestyle brand: product diversification
Photo by zaqi
8.

logo

  • Signature 
Photo by danielmviero.com

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