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When he created Shanghai Tang in 1994, Hong Kong Businessman David Tang intended to launch China''s first bona-fide luxury brand. In the first few years, Tang''s flamboyant, cross-cultural style and ties to celebrities fuelled the buzz surrounding the brand. But the brand was unable to establish its core customer outside its home market of Hong Kong, and the company struggled to find a niche among successful, established global luxury brands. In 2005, under new leadership and revised creative direction, Shanghai Tang expanded into several regional markets worldwide, with a particular focus in Asia. But was the company on track to become the first global Chinese luxury brand? This case is appropriate for undergraduate students and can be used to introduce and illustrate the concept of luxury branding in a global context. Used alongside supplementary articles listed in the teaching materials, the case engages students to think about branding issues relevant to the luxury apparel segment.