Chinese luxury fashion retailer Shanghai Tang has started a series of trunk shows to showcase and sell its products in India. It will set up stores in New Delhi and Mumbai next year.
A trunk show is a special event in the fashion world in which an artist or a designer puts up a special display of his work for review by a select group.
A model wears a Shanghai Tang outfit
Shanghai Tang, which was set up in 1994, sells modern and oriental clothes and accessories. With India’s Rs2,400 crore luxury market set to grow at 30-35% a year, according to research by consulting firm Technopak Advisors, several Western luxury retailers have set up shop here.
“I think the (Shanghai Tang) products would have an appeal for Indian customers because they are quite colourful,” says Radha Chadha, managing director of luxury retail consulting company, Chadha Strategy Consulting. “They have embellishments, beads and buttons. They are not very different from an Indian sensibility. But it could take time for the brand name to get established and be recognized.”
That may be a reason the company, which has a franchisee agreement with the K.K. Modi group for its Indian operations, is doing trunk shows as it scours locations for stores. Next year, the trunk shows will travel to Bangalore, Kolkata and Ludhiana.
“Shanghai Tang is here to stay,” Samir Modi of the K.K. Modi group, said. “I think it will have a great connect with Indian customers. All the men’s clothes have Mao collars, which are the same as Nehru collars and the women’s clothes can be worn or accessorized with Indian clothes.”