Shanghai Tang Gets Charitable With “Save China’s Tigers” Collection

Brand Has Collaborated With Tiger Charity Since 2008

Boys' Polo (US$86)

Get ready to coo over Hong Kong-bred, Richemont-owned luxury brand Shanghai Tang’s newest furry additions: Shang Yi (尚逸) and Tang Yi (瑭逸), two male tiger cubs Shanghai Tang recently adopted to continue its commitment to the Save China’s Tigers charity organization. Since 2008, Shanghai Tang has been collaborating with Save China’s Tigers in its efforts to protect, conserve and raise awareness about the plight of the South China tiger.

In commemoration of their recent adoption, Shanghai Tang has introduced a new Save China’s Tigers Children’s Collection, featuring colorful children’s apparel decked out with tiger embroidery. A portion of proceeds from the sale of the special collection will be donated to Save China’s Tigers.

Stepping up efforts to bolster its public image, and of course, business, Shanghai Tang is just one of several Chinese luxury retailers investing in CSR (Corporate Social Responsibility) initiatives—initiatives that have proven to be, perhaps, the best forms of promotion and advertising for brands seeking to distinguish themselves in an overcrowded Chinese market.

Shang Yi & Tang Yi, tigers adopted by Shanghai Tang

Earlier this year, Shanghai-based brand Shang Xia too engaged in some philanthropic efforts of its own, upcycling the “Bamboo House” designed by Japanese architect Kengo Kuma for last fall’s “Human and Nature” exhibition in Shanghai’s Sinan Mansions, reusing the materials to build a play area for some of China’s most vulnerable young students.

Some of the world’s largest high-end brands, among them BMW, Cartier, Hermes, and Gucci, have all boosted charitable and cultural events to polish their names. Since 2009, a growing number of brands have started to consider CSR an imperative marketing tactic. Moreover, as CSR is typically important to wealthier, more educated consumer base, charitable giving is becoming something of a new form of competition in society: a sign of dignity. Thus, teaming up with China’s most beloved feline friends is not only an inspiration to Shanghai Tang’s designers, but also a smart way to win the hearts of China’s — and the world’s — shoppers.


Fashion, Market Analysis, Marketing, Retail