This spring, Hermes plans to launch a new brand, called Shang Xia (meaning “topsy-turvy” in Mandarin), in the lucrative Chinese market.
It’s an interesting move from Hermes, who generally tends to buy all or part of existing brands.
Shang Xia will include ready-to-wear and decorative arts inspired by Chinese culture and traditions of craftsmanship.
These are to be made using Chinese raw materials and artisanal know-how, HermÃ¨s said.
Shang Xia’s creative director is Qiong-Er Jiang, daughter of a noted Chinese architect.
According to Patrick Thomas, President of Hermes International, the new brand will be tailored for the Chinese market where Hermes lags behind its competitors.
The objective of this move is to offer cheaper products, as well as capitalising on the growth of the luxury market in the country in 2010.
The brand will also be distributed in Paris in one of the large department store.
This is the first time the fashion label will get in from the ground up, so it’ll be fascinating to see the results.