Hermès to Launch China-Made Brand

Hermès is going to launch a Chinese-designed, Chinese-manufactured “affordable luxury” handbag brand “Shang Xia” (up down) this coming spring.

爱马仕家族2010年春天将为中国打造一个全新的品牌，取名为“上下”。

Herm̬s is trying to create a brand that represents the best of Chinese craftsmanship for domestic and international markets. The interesting thing is that Herm̬s is one of the few foreign luxury brands that is well-known for not producing in China, unlike LV, Prada, Armani etc. But will local luxury consumers greet Shang Xia with enthusiasm Рrecognizing an effort by a foreign brand to develop China-made luxury Рor will it detract from the Herm̬s image? We have to wait to see the designs, but it could be a more refined version of Shanghai Tang. This could be pioneering move that more foreign luxury brands will embrace over the next few years. It could also inspire local brands seeking to market themselves as Chinese. Any action that encourages preservation or development of local luxury production deserves applause. More info from Jing Daily and

爱马仕全球首席执行官Patrick Thomas在接受Capital.fr的访问时表示，“上下”是一个独一无二的品牌，从风格、材料到做工，都将体现中国文化。中国消费者是否会认同本土生产的奢侈品，略低的价格能否弥补Made in France与Made in China给消费者带来的心理落差呢？

是时候重新定位“中国制造”的价值了么？这个新品牌是否会因为充满中国元素而有出色表现呢？让我们拭目以待吧。
更多请看品牌世家。

By: Yu Wu (吴俣)