Field Trip to Shangxia, Shiatzy Chen and MCM

Twenty students. Three visits. One goal: get a comprehensive understanding of branding.

April 23, led by Mrs Zou and Mrs lei, ISIB students visits Shangxia, Shiatzy Chen and MCM, breaking the dawn of their first brand field trip of the semester.

In Shangxia, the students appreciate a combined feast of clothing, furniture, tea and art painting of traditional Han Dynasty culture.

A clerk, introduces patiently to the students the special technic behind each product. “Not just wealth can a brand bring to us, but also the wide spread of traditional culture and craft arts” mentioned the clerk.

Shiatzy Chen is the first Taiwanese fashion brand to enter European market, and to join the France Haute Couture Association.

The students experience fantastic services of this top-notch fashion brand. They realize that a stronger brand has the power to facilitate cohesiveness, from the products to its services, of the company, thus boosting its development.

The German brand, MCM was bought out in 2005 by Sung-joo Kim, daughter of a Korean well-to-do merchant. The students resonant actively with Mrs Kim’s experience and her being “different”.

What the students get from the three visits:

Four elements contribute to a recognizable brand: quality, material, design and technic. And an effective brand will increase its brand equity by having those consistent set of traits. It is the added-value that a brand gains, aside from its functional benefits.