Shanghai vive. A new concept from a traditional Chinese brand, to an innovative brand that will elevate the brand's customer perception and become the platform for our global roll on

The thesis discusses the history, development stages and future trends of Chinese fashion brands, in the future must pay attention to the international construction of brand, its core is reconstructed the fashion brand culture. No cultural connotation of Chinese fashion brands, there is no future. By drawing on examples of world-renowned brands, and then explore the relationship between design, brands and markets, give rise to Chinese fashion brand renaissance. It is a creative initiative to bring old brands into the new. It is an attempt to re-establish the presence of old brands by opening up new doors of discovery to a generation of young consumers. It is neither a rebranding exercise nor is it a total reconstruction. But rather, it is one that takes a look into the cultural context based on the brand history and its development that has captured the hearts of many consumers through the times. The purpose of this project is to integrate the unique sense of traditional brand's design and the modern fashion, in the brand's history and based on development e given the stronger and the more attractive sense of the times to the traditional brand. By analyzing the traditional Chinese brand Shanghai Vive as an example of case, it relates to facts taken from history both culturally and economically. And I discuss the brand's positioning strategy, brand developing plan, brand communication, and SWOT analysis. The significance of this re-launch brand lies not only improve the overall brands from low to high for Shanghai Jahwa, but also the first step the Chinese brands in exploring of the way to high-end fashion brands. The Chinese Fashion Brand renaissance is looking to break-through the clutter and allowing this nouveau generation to take a step by and appreciate the past. In doing so, the past will provide a foundation to discovering newer existence for them. Thus, it forms a uniquely style in a world where the old and new co-exist. The thesis aims to capture the development and renaissance of Chinese fashion brands, the important thing is how to learn foreign advanced management experience and business model, instead of just copying foreign designs and worship of foreign brands. Does it pursue the rate of expansion, or abide by the brand positioning? When faced with a commanding global competitors and partners, how to adhere to its own characteristics? Shanghai Vive exploration is very enlightening for any Chinese companies trying to create local high-end brands.