S t y l e C o d e s

Juan Pablo ZuluagaFashion Product Management

IED Barcelona2016

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 garmentsThey 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.

Minim

al / Naive / Elegant

Brand Positioning - Level 1

Chin

ese

Her

itage

Handmade

Brand Positioning - Level 2 Product code details

Trad

ition

Subtle elegance

Hand sculpting, felting, stitching

Brand Positioning - Level 3

- Tradition

Han Dynasty Inspiration206 BC 220 AD

Qipao or Mandarin Dress inspiration 1920

Qing Dynasty inspiration“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 ZuluagaFashion Product Management

IED Barcelona2016

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].