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.
