Hermes’ exclusively Chinese luxury brand, Shang Xia, has finally been unveiled. We are following Chinese blog, Jing Daily, who had exclusive coverage of the event. As the first-ever Chinese high-end luxury brand to be built from the ground up by a major European luxury house, we can’t wait to see how this new brand is received. Designed to strike a balance between the extraordinary and the ordinary (its name literally translating to ‘Up Down’ from Mandarin), it sees the first example of a luxury brand tailored to a specific target market. Hermes has taken advantage of China’s increasingly insatiable thirst for luxury brands, and designed a new label, intricately linked to Chinese culture and traditions. No brand cannibalisation here- Shang Xia is all original, and all Chinese. Last week, we spoke about how clever this is by Hermes, managing to launch an independent and targeted brand off its own identity, without compromising its own image in the slightest- brilliant. We can’t wait to see what they have in store for China. For more information, check out Jing Daily’s extended report here.Image credit: jingdaily.com
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