China’s recognition as a ruling economy in the times to come has directed all luxury fashion brands in the country’s direction. Hermes included. The famous fashion house is all set to launch a new brand called Shang Xia. This means ‘topsy-turvy’ in Mandarin, a name that has been kept with the idea of flooring the lucrative Chinese market.
A very rare and interesting business move, this one just reflects the hegemony in the current financial atmosphere. Shang Xia has been inspired a great deal by the decortive arts in Chinese culture and craftsmanship. This has been very skillfully blended with ready-to-wear stuffs.
Hermes, under the guidance of Qiong-Er Jiang (who is the daughter of a noted Chinese architect), is ensuring that only local raw materials are use to create items under the brand. Patrick Thoman, prez of Hermes International, reveals that the new brand has been especially tailored for the Chinese market where currently Hermes lags behind competitors. So as part of this strategy, the fashionables in China can look forward to some real quality trends at great prices. Shang Xia will also have a distribution in Paris.
Via easybourse
