Hermes to launch new brand – Shang Xia
More news on the Hermès front following my rant last week.
According to CPP-Luxury, the Hermès group will launch a new brand aimed at the Chinese market in 2010. The lower-priced brand called Shang Xia will be made using traditional Chinese materials and techniques to take advantage of the new Chinese luxury consumer.
This chimes with research I have recently undertaken on the luxury market for the next decade. Heritage and authenticity is something that luxury brands will be focusing on, moving away from the noughties version of luxury that was more to do with brand names and status than the quality and craftsmanship of the goods. This is certainly a brand to watch as if it does well, others are sure to follow.
susie_bubble
27 December, 2009 @ 5:03 pm
This sounds a bit of an odd move… will be intrigued to see what the products are like…
Little Nutbrown Hare
5 January, 2010 @ 8:58 am
I read it as Hermes adding another brand to their family, as in the case of John Lobb, that makes products with its own identity. Not a cheaper, made-in-China Hermes line.