Luxury Brand Shanghai'S Road To Success

Taking the innovative route and resolute pformation

Exquisite craft, rare and profound concept, historical heritage culture, there are more than one Chinese brand. How does Shanghai integrate the brand style with the development consciousness and label the brand?

"Label" and join the world's top second brand names?

Through Mr. Lei Fuyi's introduction, the reporter learned that this stems from two reasons: first, the pure Chinese nature at the beginning of brand building.

Founded in 1994, Shanghai was founded by Deng Yongqiang as a pure Chinese clothing brand.

He has specially attracted the Shanghai tailors who are famous for their exquisite sewing skills since the beginning of twentieth Century, and joined the brand with the exquisite cheongsam, which incisively explains the romantic romanticism of old Shanghai in 30s.

Mr. Deng Yongqiang gave such an evaluation: "Deng Yongqiang himself is a public figure. He knows almost all the celebrities in the world. These celebrities are proud of our loyal customers and are our best ambassadors."

Among the buyers of "Shanghai" include Prince Charles, late Princess Diana, Mrs. Thatcher, Hilary, Naomi Campbell, Vitoria, Angelina Julie, Nicholas Cage and so on.

These pure Chinese styles not only attract international celebrities, but also attract the attention of international famous brand groups.

Another point is the bold pformation of the brand to its own style.

Since 1994, "Shanghai" has always maintained its positioning and design style at the beginning of its brand creation. Lei Fu Yi said that the "Shanghai" at this stage did not yet have the way to operate the international competitive power, so we must innovate if we want to take the road of globalization and marketization.

Joanne Ooi, the current creative director of "Shanghai", then denounce "Shanghai" as the wrong route. She stressed that Chinese clothing should be the expression of modern and internationalized lifestyles, instead of being confined to China's "unearthed" elements.

So, Lei Fu Yi invited her to be the creative director and fought shoulder to shoulder.

The great turning point of design style and market orientation has become another magic weapon for Shanghai's success.

High grade, low price and luxury.

At present, "

"There are 22 stores in the world, of which 12 are in China.

This unique brand of China has achieved outstanding sales results in Europe and the domestic market due to the unique character given by Shanghai.

Lei Fuyi believes that the reason why "Shanghai" reacted very well in Europe and America is the Chinese style retained by the brand. Compared with other international brands that are not very different from each other, it offers a subtle oriental mystery.

For Chinese consumers, the "Shanghai", which contains Chinese culture and expresses its modern way of life, will be refreshing.

Lei Fuyi wants to let consumers walk out of a misguided misconception. He said: "we are completely designed and manufactured in China and express Chinese culture with Chinese inspiration.

At present, young people in big cities want to see the brand that is completely Chinese flavour. We think Chinese women are very beautiful. Chinese women are more beautiful when they wear cheongsam, so they can wear their cheongsam with cowboys.

Modern people should wear modern cheongsam. Cheongsam can match any modern dress.

We want to convey this dress concept.

To ensure the Chinese connotation of the brand, half of the 15 designers in Shanghai are Chinese, half of them are Italy, France and Spaniard. Each person is responsible for designing a certain type of product. All of them will be designed according to the season theme set by the creative director.

Although "Shanghai" is a luxury brand, there are no high price of DIOR and LV brands at price.

Lei Fuyi also has the corresponding consideration to this: "we are a complete Chinese luxury brand, unlike LV, the price will be lower.

I think consumers have the right to buy products at a reasonable price. Luxury is not equated with price, but more importantly, price and design.

For the promotion plan of Shanghai brand in China, Lei Fu Yi thinks that it is still the theme to open stores in a planned way, and also to strengthen communication with consumers, so that more consumers in China can understand Shanghai and enjoy this more low-key and implicit brand that expresses genuine modern Chinese style.