MBA Luxury Brand Management

MBA Luxury Brand Management
Class of 2016-2017

Wednesday, October 9, 2013

Visit to Shang Xia: Rebranding “Made in China”

By Zhao Baudot, MBA in International Luxury Brand Management 2013-2014, France

We visited Shang Xia, the Chinese crafts brand supported by Hermès, in Paris on September 23rd. The exhibit space was designed of thin ceramic panels partitioned into three areas: art of living, jewelry and clothing. Everything was about storing-telling, craftsmanship, materials, bringing the past to the future (the meaning of “Shang Xia”) and lifestyle. It included a tea set covered by bamboo fibers just millimeters thick, large porcelain bowls made of ultra-thin porcelain that have their own vibrating hum, seamless coats made from Nepalese cashmere, a necklace crafted out of a single piece of jade, a super comfortable chair crafted from leather and walnut, etc. Two artisans working in-house demonstrated weaving bamboo for the covered tea set and seamless clothing-making.

We also attended a hot tea ceremony, a cold tea ceremony, and an incense ceremony. The hot tea ceremony took place in a room with walls made from bricks of tea; very interesting! I really appreciated how they explained the traditions to us and served us with flair and exacting attention to detail. Shang Xia is not a typical luxury brand; its mission is to rebrand the “Made in China” label. I was very happy to have the occasion to visit the boutique; I wish Shang Xia a bright future.