Physical Activity And Brain Plasticity - 1299 Words

In the article â€Å"Physical activity and brain plasticity in late adulthood† by Kirk I. Erickson, PhD, Ariel G. Gildengers, MD and Meryl A Butters, PhD provides insight to research on the effects of physical activity on the human brain in late adulthood. The article provides and overview of cognitive functioning in older adults. The purpose of the research in the article is to demonstrate how physical activity and other risk factors such as education, obesity, smoking, hypertension, diabetes, and depression can contribute to the cognitive impairment of the brain thus increasing the risk of Alzheimer’s disease, cardiovascular problems, and cancer in people over the age of 65. The research methods and design for the experiments provide insight to how researchers utilize biological measurements, observations of the human brain and the experimental research method. The method for each of the experiments are based on more than one experiment and validity of the outcome provides insight to basically the same outcome at the end of the article. To understand the underlying research methods it is important for this summary to include all of the different experiments and their outcomes. The purpose of the first experiment was to â€Å"Establish molecular basis of physical activity on brain health (Erickson 1).† The experiment on physical brain activity was conducted on rodents in order to determine the effects on â€Å"learning and memory, neurotransmitter systems, metabolic andShow MoreRelatedThe Effects Of Physical Exercise On Brain Health1572 Words   |  7 Pagesand Physical Exercise on Brain Health Physical exercise does not only promote physical appearance and the body’s health, it also promotes brain health. The brain is a dynamic organ that replaces and repairs neurons throughout life. When people engage in exercise, rarely do they think about the potential affects it has on their brain. People that work out utilize various amounts of motor skills that have been acquired gradually through practice. Those utilized motor skills elicit the brains cognitiveRead MoreNeuroplasticity And Rehabilitation Of The Nervous System756 Words   |  4 Pagesnervous system. This process involves approaches intended to reduce impairments and disabilities, and ultimately improving quality of life. Neuroplasticity is the brain s ability to remodel or reorganize itself by forming new neural connections. This allows the neurons to compensate for injury and disease, and to adjust their activities in response to new stimulations or changes in their environment. It encompasses alterations i n neural pathways and synapses, in response to changes in behavior,Read MoreChildhood And Adolescence : Toward A Field Of Inquiry1072 Words   |  5 PagesArticle 4- Physical activity and brain plasticity in late adulthood: a conceptual review Andrea, M., Weinstein,S.L., Akl, K. E., Destiny, M. (2012). Physical activity and brain plasticity in late adulthood: a conceptual review. Department of Psychology, University of Pittsburgh; Center for the Neural Basis of Cognition, Pittsburgh, USA. Retrieved from http://www.pagepress.org/journals/index.php/ar/article/view/ar.2012.e6 the authors in this article correlate physical exercise to brain plasticityRead MoreExplain Two Effects of the Environment on Physiological Processes1351 Words   |  6 Pagesand the brain. The two effect of the environment on physiological processes that will be discussed are the enrichment of certain environments on brain plasticity and the observation of experiences actions on the activation of mirror neurons. The first effect of environment on physiological processes that will be discussed is brain plasticity. Brain plasticity is the brain’s ability to rearrange its connections with its neurons, that is, the changes that occur in the structure of the brain as a resultRead MoreUnderstanding The Brain s Physical Operation948 Words   |  4 PagesUnderstanding the brain’s physical operation is essential to frame the relationship between brain and mind. The brain functions as a result of many complex processes; however, Jeeves and Brown narrow the brain’s activity into eight critical principles. These principles provide a background necessary to deduce insightful information from neuroscience’s current research of the correlation between our mental lives and brain systems. The first principle describes the PNS and CNS as action loops. AnRead MoreSymptoms And Treatments Of Ischemic. Stroke Therapy970 Words   |  4 Pages 2 Introduction Depending on the area of the brain that is affected by a stroke, patients may find they can no longer move certain body parts due to paralysis, they may have trouble talking or reading and their cognitive function is severely declined. Current after stroke therapy focuses mostly on palliative care and management of symptoms, instead of restoring cognitive or physical abilities, which are seen as a bonus rather than a desired outcome. It seems thatRead MoreAnalysis Of Arts And Music In Music And Education1524 Words   |  7 Pagesconcentrate on the core subjects and delete all art and music programs out of the curriculum. The alternative to cut these programs and most extra-curricular activities, was to start â€Å"a pay to playâ€Å" programs. Individual school districts offered music, art, and sports with the parents paying for the student to participate in the activities. The other option to allow music art and sports in the schools is to raise money through levies and taxes. Both options have shown to be ineffective. ResearchRead MoreThe Brain That Changes Itself : Stories Of Personal Triumph From The Frontiers Of Brain Science1653 Words   |  7 PagesThe book The Brain that Changes Itself: Stories of Personal Triumph from the Frontiers of Brain Science, written by Dr. Norman Doidge, provides different intimate experiences from people that recei ved help through neuroplasticity exercises. Each story describes how the brain is able to readjust itself. Brain plasticity can physically modify the brain by uncovering rewarding and tragic experiences. Changes in the brain can also occur as we age. Throughout the reading I learned several knowledgeableRead MoreBBCI Essay977 Words   |  4 PagesHigh Data Rate Wireless Communications for Brain-Computer Interfaces Overview: To achieve full success in experiments on brain plasticity, bi-directional brain computer interfaces (BBCIs) must deliver activity-dependent stimulation for extended periods of time in unconstrained environments [1]. BBCIs are neuroprosthetics used for fundamental research in neurophysiology and neural rehabilitation. The ability to stimulate the brain in response to single neuron action potentials have allowed for high-fidelityRead MoreWhat Does It Mean?871 Words   |  4 Pagesof not aging successfully. Due to the ease of access to unhealthy foods, low levels of physical activity, and generally unhealthy lifestyle choices, many Americans are not expected to age well. For example, the daily recommended amount of physical activity is 30 minutes of moderate activity, but with many American s making the choice to watch television or choosing desk jobs with little to no physical activity the outlook for aging successful looks grim for many. In this literature review, the fo cus

The Atomic Bombing Of Hiroshima - 871 Words

An Unnecessary Action The atomic bombing of Japan was an unjustified decision that many considered was inhumane. Through the use of atomic bombs, many innocents were harmed in one way or another. Berger described the atomic bombing of Hiroshima as a terrorist act and that it was evil. While Berger s argument was extreme, the U.S. still remains unjustified because they did not know exactly how much damage the bomb would actually cause. Bombing Japan, the U.S. harmed thousands of civilians and displayed the effectiveness of the atomic bomb despite having other options to end the war. By bombing Japan, many civilians were killed as a result of the U.S. s desire to use a new weapon. Laurence describes the bomb as, a thing of beauty to behold and Never before had so much brain power been focused on a single problem (11). This demonstrated how the U.S. saw Japan as a problem that needed to be dealt with quickly and that the new and supposedly destructive weapon was the best choice. Whi le the targets, Hiroshima and Nagasaki, were both production areas ,they were inhabited by a number of civilians. By choosing to drop the bomb, thousands were annihilated and any survivors began to suffer from radiation sickness shortly after. Because of its destruction, the U.S. believed the atomic bomb was a quick solution to the war. Although the atomic bomb was a new and quick solution to the war, the U.S. could have chosen other options to finish it. As a result of bombingsShow MoreRelatedAtomic Bombing of Hiroshima2216 Words   |  9 Pagesshocked the world by dropping an atomic bomb over the city of Hiroshima, Japan. (www.grolier.com) Hiroshima was a major industrial city with an estimated population of almost 400,000 people. A B-29 bomber was loaded with the Atomic Bomb and left the United States Pacific air base at 2:45 a.m. local time and dropped the bomb at 8:15 a.m. The bomb was detonated one minute after being dropped. The atomic bomb, nicknamed Little Boy, which was dropped on the Hiroshima City, exploded at an altitudeRead MoreThe Atomic Bombing Of Hiroshima2417 Words   |  10 Pagesdeals with a forensic analysis of the atomic bombing of Hiroshima, Japan on August 6, 1945 by first exploring the context in which it took place and has been presented to the world, and then undertaking a forensic examination of the event in light of modern criminological knowledge as well as two readings in the context of modernism and modernity. As Japan had begun losing the Pacific War, the United States commenced the Manhattan Project to develop the Atomic Bomb partly with the input from GermanRead MoreThe Atomic Bombing Of Hiroshima And Nagasaki2142 Words   |  9 PagesThe horrific atom bombing of Hiroshima and Nagasaki, Japan on August 6th and 9th of 1945 brought about several reactions in the United States. Starting with the controversial events leadi ng up to the atomic with the Potsdam Proclamation, many Americans began to wonder whether the total destruction of these two cities were necessary. However, immediate American responses and reactions to the bombs were contrary to what they became later on. Americans slowly stopped being ignorant of what had happenedRead MoreThe Atomic Bombing Of Hiroshima And Nagasaki Essay2146 Words   |  9 PagesThe atomic bombing of the Japanese cities of Hiroshima and Nagasaki in 1945 is the most controversial military decision in the history of Air Power, and may even be the most controversial decision in history. The first of the bombings happened at Hiroshima, where the B-29 Superfortress Enola Gay dropped Little Boy, an Uranium-based atomic bomb. Structural damage estimates vary, with some sources claiming the blast and fires destroyed about 90% of the city (History.com Staff â€Å"Bombing of Hiroshima andRead MoreThe Atomic Bombing of Hiroshima and Nagasaki671 Words   |  3 PagesThe B omb The atomic bomb was initially created during the time period directly preceding, and including, World War II. Although the United States was the first nation to actually utilize this devastating weapon in a combat situation, it is significant to note that several other nations, including Russia and Germany, were also rapidly attempting to manifest the technology that could produce this devastating weapon. The U.S. utilized this weapon against the cities of Hiroshima and Nagasaki withinRead MoreThe Atomic Bombings of Hiroshima and Nagasaki1656 Words   |  7 PagesDid the atomic bomb have to be used in World War II on Japan? There were multiple reasons why the atomic bombings of Hiroshima and Nagasaki were necessary. One of which is to reduce the chance of Allied casualties if the war continued. Another reason was to prohibit the possibility that an Axis country such as Nazi Germany, could create an atomic weapon. A third reason or is whether or not the use of atomic weapons on innocent people was worth the media backlash. A final reason is that the workRead MoreHiroshima and Nagasaki Atomic Bombings1200 Words   |  5 PagesOnly three atomic bombs have been dropped in history. Little boy, was dropped on the Japanese city of Hiroshima on August 6, 1945. Fat man was dropped on Japans capital, Nagasaki on August 9, 1945. And finally, Trinity was the code name for a test bomb which was a replica of Fat man. It was dropped on July 16, 1945 in New Mexico. A fourth bomb, named thin man, was proposed and scientists worked on it until it was aborted. These bombs were all used for war purposes in World War two. The code nameRead MoreThe Atomic Bombing Of Hiroshima And Nagasaki Essay867 Words   |  4 Pagescreate a better picture of the world. In doing research, Steve Sheiken, an historical researcher concluded, â€Å"Of the 76,00 buildings that stood†¦70,000 were completely destroyed in Hiroshima (Sheinkin, 204).† I am here only to inform the effects of the atomic bombing, impacting Japanese lives. These attacks on Hiroshima and Nagasaki remains one of the most infamous tragedies in history because of the large number of casualties that shattered Japan’s invincibility, leading to the Nuclear Era. Forecast:Read MoreThe Atomic Bombing Of Hiroshima And Nagasaki Essay866 Words   |  4 Pagesenable us to create a better picture of the world. In doing research, Steve Sheiken, a historical researcher concluded, â€Å"Of the 76,00 buildings that stood†¦70,000 were destroyed in Hiroshima (Sheinkin, 204).† I am here only to inform the effects of the atomic bombing, impacting Japanese lives. These attacks on Hiroshima and Nagasaki remain as one of the most infamous tragedies in history, mainly because of the large number of casualties that shattered Japan’s invincibility, leading to the NuclearRead MoreWas The Atomic Bombing Of Hiroshima And Hiroshima Justified?965 Words   |  4 PagesWas the atomic bombing of Hiroshima and Nagasaki justified? Discuss. The atomic bombing of Hiroshima and Nagasaki ushered the world into a new era of warfare. Never before in the history of man had such destruction been wrought in the power of a single bomb. Thousands of civilians were incinerated and Japan’s war capitals were demolished. The horror and terror was unimaginable; yet the bomb had a purpose; to swiftly end the war. In today’s society, it is questionable whether the bomb should have

Martin Luther King Jr. Vs Malcolm X Essay Example For Students

Martin Luther King Jr. Vs Malcolm X Essay Martin Luther King Jr. and Malcolm X Martin Luther King Jr. and Malcolm X grew up in different environments. King was raised in a comfortable middle-class family where education was stressed. On the other hand, Malcolm X came from and underprivileged home. He was a self-taught man who received little schooling and rose to greatness on his own intelligence and determination. Martin Luther King was born into a family whose name in Atlanta was well established. Despite segregation, Martin Luther Kings parents ensured that their child was secure and happy. Malcolm X was born on May 19, 1925 and was raised in a completely different atmosphere than King, an atmosphere of fear and anger where the seeds of bitterness were planted. The burning of his house by the Klu Klux Klan resulted in the murder of his father. His mother later suffered a nervous breakdown and his family was split up. He was haunted by this early nightmare for most of his life. From then on, he was driven by hatred and a desire for revenge. The early backgrounds of Malcolm X and Martin Luther King were largely responsible for the distinct different responses to American racism. Both men ultimately became towering icons of contemporary African-American culture and had a great influence on black Americans. However, King had a more positive attitude than Malcolm X, believing that through peaceful demonstrations and arguments, blacks will be able to someday achieve full equality with whites. Malcolm Xs despair about life was reflected in his angry, pessimistic belief that equality is impossible because whites have no moral conscience. King basically adopted on an integrationalist philosophy, whereby he felt that blacks and whites should be united and live together in peace. Malcolm X, however, promoted nationalist and separatist doctrines. For most of his life, he believed that only through revolution and force could blacks attain their rightful place in society. Both X and King spread their message through powerful, hard-hitting speeches. Nevertheless, their intentions were delivered in different styles and purposes. King was basically a peaceful leader who urged non-violence to his followers. He travelled about the country giving speeches that inspired black and white listeners to work together for racial harmony. (pg. 135, Martin Luther King Jr. and the Freedom Movement) Malcolm X, for the most part, believed that non-violence and integration was a trick by the whites to keep blacks in their places. He was furious at white racism and encouraged his followers through his speeches to rise up and protest against their white enemies. After Malcolm X broke away from Elijah Mohammed, this change is reflected in his more moderate speeches. Malcolm X and Martin Luther Kings childhoods had powerful influences on the men and their speeches. Malcolm X was brought up in an atmosphere of violence. During his childhood, Malcolm X suffered not only from abuse by whites, but also from domestic violence. His father beat his mother and both of them abused their children. His mother was forced to raise eight children during the depression. After his mother had a mental breakdown, the children were all placed in foster homes. Malcolm Xs resentment was increased as he suffered through the ravages of integrated schooling. Although an intelligent student who shared the dream of being a lawyer with Martin Luther King, Malcolm Xs anger and disillusionment caused him to drop out of school. He started to use cocaine and set up a burglary ring to support his expensive habit. Malcolm Xs hostility and promotion of violence as a way of getting change was well established in his childhood. Martin Luther King lived in an entirely different environment. He was a smart student and skipped two grades before entering an ivy league college at only the age of 15. .u77b9c15453fc1ac93c0cc7784ff5512c , .u77b9c15453fc1ac93c0cc7784ff5512c .postImageUrl , .u77b9c15453fc1ac93c0cc7784ff5512c .centered-text-area { min-height: 80px; position: relative; } .u77b9c15453fc1ac93c0cc7784ff5512c , .u77b9c15453fc1ac93c0cc7784ff5512c:hover , .u77b9c15453fc1ac93c0cc7784ff5512c:visited , .u77b9c15453fc1ac93c0cc7784ff5512c:active { border:0!important; } .u77b9c15453fc1ac93c0cc7784ff5512c .clearfix:after { content: ""; display: table; clear: both; } .u77b9c15453fc1ac93c0cc7784ff5512c { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u77b9c15453fc1ac93c0cc7784ff5512c:active , .u77b9c15453fc1ac93c0cc7784ff5512c:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u77b9c15453fc1ac93c0cc7784ff5512c .centered-text-area { width: 100%; position: relative ; } .u77b9c15453fc1ac93c0cc7784ff5512c .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u77b9c15453fc1ac93c0cc7784ff5512c .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u77b9c15453fc1ac93c0cc7784ff5512c .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u77b9c15453fc1ac93c0cc7784ff5512c:hover .ctaButton { background-color: #34495E!important; } .u77b9c15453fc1ac93c0cc7784ff5512c .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u77b9c15453fc1ac93c0cc7784ff5512c .u77b9c15453fc1ac93c0cc7784ff5512c-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u77b9c15453fc1ac93c0cc7784ff5512c:after { content: ""; display: block; clear: both; } READ: Of all the examples of injustice against humanity Essay He was the class valedictorian with an A average. King paraded his graduation present in a new green Chevrolet before his fellow graduates. He was raised in the perfect environment where dreams and love were generated. King and Xs childhoods are a study in polarity. (pg. 254, Reflecting Black) Whereas, Malcolm X was raised in nightmarish conditions. Kings home was almost dream-like. He was raised in a comfortable middle-class home where .

Shanghai Tang free essay sample

But the company was unable to establish its core customer outside its home market, Hong Kong,2 and it struggled to find a niche among successful, established global brands [see the Appendix for descriptions of a selection of successful global luxury brands]. In 2005, under new leadership and revised creative direction, Shanghai Tang expanded into several regional markets, with a particular focus on Asia. But was the company on track to become the first global Chinese luxury brand? Would David Tangis vision be realised? The Story I just thought to myself, that if you agree that China will eventually be the largest economy in the world, it was time to start a brand that was quintessentially Chinese. 3 David Tang, founder of Shanghai Tang David Tangis vision was to create a lifestyle brand that reintroduced traditional Chinese aesthetics to a new consumer audience. A self-described ibroker between East and Westi, Tang said that he constantly reconciled the various cultural influences he absorbed throughout his life. We will write a custom essay sample on Shanghai Tang or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Born into privileged Hong Kong society, Tangis grandfather made his fortune from the Kowloon Motor Bus Company. Tangis father owned racehorses, and his mother was a Hong Kong socialite. At the age of 14, Tang was sent to England to attend boarding school. Initially unable to speak English, Tang quickly adapted to the habits of well-bred British society and spent weekends visiting friendsi families at their country houses while attending the Pure School in Cambridge. He studied law and philosophy at Kingis College in London and then returned to China as a lecturer in philosophy at Peking University. 6 Tired of academia, Tang ventured into business, beginning with a job at Cluff Oil. He also became the exclusive importer of Cuban cigars to Asia and Canada and managed ia family investment fund, an oil-drilling business and a gold mine in Africai. 7 While he enjoyed success in these ventures, Tang felt a wave of opportunity flowing from China and set his sights on the creation of a life style brand that was quintessentially Chinese. He was determined to create a brand that embodied everything he loved about the beauty and mystery of China from days past. The idea was to reintroduce this aesthetic and the impeccable Chinese sartorial tradition to an entirely new audience in a way that was relevant to modern tastes. Tangis aesthetic was inspired by the Art Deco Shanghai of the 1930s, when the city was considered ithe pearl of the Orienti8. In August 1994, his vision was realised. The Shanghai Tang flagship, a 12,000-square-foot store on Hong Kongis Pedder Street, opened its doors to the public. Tang created Shanghai Tang as a lifestyle emporium where shoppers could purchase photo albums, watches, bedding, a sweater or a tailor-made qipao (a traditional Chinese dress) in one shop [see Exhibit 1 for product categories and price ranges]. He also sold communist era kitsch at upscale prices, like Mao Tse Tung watches and goods emblazoned with a red communist star, like the items sold in small side street shops in Hong Kong long popular with Western tourists. To elevate their country-of-origin status and mitigate Chinais reputation for making cheap, low-quality products, the items carried the label iMade by Chinesei. Wealthy tourists visiting Hong Kong, Shanghai Tangis core customer, often stopped at Shanghai Tangis flagship store to buy the signature Tang Jacket, a tunic with a mandarin collar in shockingly bright colours, or a silk handbag embroidered with cherry blossoms. In 1995, Swiss luxury conglomerate Compagnie Financiere Richemont SA (Richemont), the parent company of prominent luxury brands such as Cartier, Alfred Dunhill, Montblanc, Van Cleef Arpels and Chloe [see Exhibit 2 for brands by product category], became a major shareholder in Tangis company. The company paid Tang US$13. 1 million for a 40% stake and then bought out another partner to raise its stake to a controlling position. 9 The company owned brands under four major segments: jewellery, watches, writing instruments and leather goods and apparel. With a big luxury goods player like Richemont behind it, Tangis brand obtained something significant that no other Chinese fashion house had achieved: the financial and symbolic backing of a European luxury conglomerate. Tang dismissed speculation that, under Richemontis leadership, Shanghai Tang would showcase more mainstream fashions detached from Chinese influence. Our business is to always be quintessentially Chinese and to find our place within the mainstream. If we stop being Chinese, we will completely lose ourselves. 10 David Tang Riding the wave of self-created momentum (and with Richemontis deep pockets backing him), Tang once again dreamed big. Shanghai Tang began a rapid expansion, with plans to open stores in New York, London and several Asian cities. Tangis particular focus was the US. iI want to take New York. I want to pick it up and embrace it with a big squeeze and a sloppy wet kissi, Tang said. 11 In December of 1997, at a star-studded event that rivalled Hollywood premiers, Shanghai Tangis 12,500 square foot store opened. Sarah Ferguson appeared on the Oprah Winfrey show and gave Oprah a pair of Shanghai Tangis signature silk pyjamas. 12 To coincide with the store opening, high-profile Chinese actress Gong Li was featured in a print campaign, which included ads in The New York Times, Vanity Fair, Harperis Bazaar and W. 3 Situated on Madison Avenueoprime fashion real estateothe New York store was poised to be the western beacon to its sister stores in the east. As was typical, Tangis excitement and vision were bold, but the dream proved too big for reality. In July 1999, the high-profile New York flagship closed only 19 months after it had opened and relocated to a smaller space down the road from the original. 14 There were several reasons why sales did not meet expectations. First, the company overestimated American consumersi interest in upscale Chinoiserie. Kristina Stewart, editor- in-chief of Quest magazine in New York, was quoted in an article saying, ithey certainly courted the Upper East Side scene and threw lavish parties there, but at the end of the day those lime-green Nehru jackets made better wallpaper. You canit wear that stuffi. 15 Second, the Shanghai Tang style was confusing for customers. There was incongruity in presenting both pre-revolutionary and cultural revolution styles in the same store, and the tongue-in- cheek, post-modern take on Chinais heritage was ultimately lost on the wealthy American buyer. Third, it was difficult to justify the prices for high-end Chinese trinkets because cheaper alternatives were readily available in Chinatown at the Pearl River department store on Canal Street. Finally, the choice of retail space on Madison Avenue meant high rent (US$2. 7 million annually), which ultimately sales revenue could not cover. Itis tough to start a brand. In one sense fashion is easy, but the competition is intense. Retail is a tough business, and weive pumped a lot of money into the brand, and I guess we shouldnit be surprised if itis a struggle. You look at something like Ralph Lauren. It took them 30 years to become established as a global brand. 16 David Tang New Direction Despite missteps in the American retail market, the Shanghai Tang Hong Kong flagship continued to do steady business and the company maintained its relationship with Richemont. In 2001, Tang decided to devote his time and energy towards other business ventures but he maintained a position on the board and was the brandis largest shareholder after Richemont. Richemont executives assumed a more active role in the companyis direction. In 2001, CEO Raphael le Masne de Chermont was recruited from another Richemont brand, Piaget, to refocus and redirect the ailing Shanghai Tang brand. Le Masne had stark but complimentary contrast to Tangis flamboyant leadership style and quietly transformed the company into ia lifestyle brandi of more aesthetic subtlety during the first few years that would be relevant to the discerning taste of the global luxury customer. 7 But le Masne took from Tangis mistake the lesson that would guide the brand going forward: iwe need to be more moderni. 18 In step with the companyis evolution, top management embodied the cross-cultural blending that would become the brandis signature: David Tang from Hong Kong, le Masne from France, creative director Joanne Ooi from America and marketing director Camilla Hammar from Sweden. As le Masne noted, iWeire a melting pot of multicultural people who work on the same vision: a Ch inese lifestyle brand thatis relevanti. 19 Planned Growth Le Masne reported that worldwide sales for Shanghai Tang in 2005 grew 43% from the previous year, and American sales (at boutiques in Honolulu and New York) were up 50%. 20 According to one source, yearly sales were somewhere between US$20n$30 million, with the majority of sales at the Hong Kong flagship. In 2005, new stores opened in Zurich, Shanghai, Tokyo and Bangkok, with stores in Beijing and Milan planned to open in 200621 [see Exhibit 3 for retail store locations]. The overall expansion included 11 new stores in the next two years bringing the total to 30. 2 The Asian market was iresponsible for 80% of the brandis sales. Richemontis latest annual report stated that overall sales in Asia (outside Japan) grew 20%, compared to 10% in Europe, 7% in the Americas and 3% in Japan, for the fiscal year that ended in March 2004i23 [see Exhibit 4]. Unlike Tang, le Masne was less concerned with dominance in America and set his sights on the rapidly growing wealthy class in China. This shi ft in regional focus, particularly for the luxury goods segment, appeared to be on track. A 2005 Ernst Young analysis of luxury goods consumption [estimated] that sales in China [would] grow 20% annually from 2005 to 2008. i24 According to the report, by 2015 China would overtake the US as the worldis second-largest consumer market of luxury goods after Japan. 25 However, the brand had to be relevant to both wealthy Chinese customers and wealthy non- Chinese customers, who had different points of reference for what was considered elegant Chinese style. Chinese consumers in the apparel market still seemed to belong to two extremes. Angelica Cheung, editor of Vogue China, said these two groups were ia very moneyed minority seduced by foreign luxury labels, and the overwhelming majority who are interested only in cheap, affordable clothing. Thereis not much for anyone in betweeni. 26 The companys three Shanghai stores sold 50% of their merchandise to local young, urban professionals. The other half was sold to westerners looking for Asian-inspired garments in rich fabrics and colours. Courting wealthy Chinese consumers appeared to be a good idea, but when attempting to build a luxury apparel brand translatable in several markets, it was easier said than done. Young Chinese women wish to be modern and chici, Cheung said. iWesterners might think that Chinese women look great in a cheongsam or similar Chinese clichEs but that sort of clothing reminds modern women of their grandmothers. Instead everyone today wants to look like Kate Mossi. 27 Consumer segments in Asian cities outside China also needed convincing, tho ugh of a different sort. For example, in Japan, the worldis largest luxury goods market, le Masne said customers wouldnit embrace a Chinese brand unless it had a certain cachet in France and Italy. 8 To stay relevant in the high-end fashion market, Shanghai Tang expanded its fashion horizons and collaborated with several top designers. The Shanghai Tang jewellery range, made by Sandra diAuriol, a French designer based in Hong Kong, sold well. Philip Treacy, famed accessories designer, made hats for winter 2005 and worked on another collection for spring 2006. A line of trendy, embellished T-shirts for spring 2005 came from Studd by Gabby Harris. And introduced exclusively to Shanghai Tang stores in May 2005 was a collection of special edition Puma shoes, the Shanghai Tang Peony. Le Masne expressed the intention to start lines of licensed products, such as eyewear and fragrances, that tended to significantly increase sales figures while at the same time introducing the brand to a wider audience who could afford the relatively cheaper products. The high-profile collaborations and possible line extensions, along with new stores, were intended to raise awareness of the brand. Rather than grand store openings and costly celebrity endorsements, Shanghai Tang focused on localised public relations and sponsored events relevant to each regional market. Also, prime retail locations remained central to its channel strategy of maintaining access to luxury consumers. In addition to its freestanding stores, Shanghai Tang opened shops in world- renowned hotels such as the Peninsula and the Four Seasons and, to court the wealthy traveller, it also opened shops in Hong Kong International Airport and Beijing Capital International Airport. Design Much of the credit for Shanghai Tangis sales turnaround went to creative director, Joanne Ooi, who was recruited by le Masne in 2001. As the brand outgrew its kitschy image, Ooi introduced design statements that icombined Chinese culture references and sleek, contemporary clothesi29 [see Exhibit 5 for a selection of products]. It was reported that Ooi was offered her directorship after submitting the following comments on the Shanghai Tang flagship to le Masne: Itis an overpriced Chinese emporium that has no credibility with local Chinese people, let alone with fashion people. Its very narrow market is high- end tourists. Itis a once-in-a-lifetime destination shopping experience, a kind of fashion Disneyland. Plus, itis unwearable and eccentric. 30 Joanne Ooi, creative director, Shanghai Tang At the creative helm of the brand she once found risible, Ooi was clear on Shanghai Tangis international image, saying, ithe goal is to be the ambassador of modern Chinese stylei. 31 To achieve this, Ooi conducted her research for collections in art museums and read books on regional history. To serve as inspiration for the autumn 2005 collection, Ooi commissioned artwork iby established Chinese contemporary artists and young art studentsi. 2 For one collection, Ooi focused on Chinese calligraphy by turning traditional Chinese characters into decorative patterns. 33 iEthnic tribes in Chinais Hunan provincei inspired another collection of clothes, as did the ifur-lined clothing worn by Mongolian and Tibetan nomadsi. 34 Ooi preferred these design sources to fashion magazines and of-the-moment trends. More important, however, was that this established the credibility of the brandis intention to become an ambassador of Chinais national aesthetic. On this point, Ooi said, iI try to stay away from a pastiche of what Westerners think of as Chinese culturei. 5 Branding Chinese culture could be an effective point upon which to differentiate from European and American luxury brands. However, as the company expanded, the cultural branding angle became complicated and ran the risk of alienating potential customers in Asia. In short, exoticised images of Asia were less appealing to Asian consumers. While popular with a portion of Hong Kongis wealthy class, Shanghai Tang had not yet proved popular among Chinese consumers unconvinced as to why they should pay top-dollar for Shanghai Tangis reinvented Chinese style. Chinais First Global Luxury Brand? Since China had both economic and cultural cachet, Shanghai Tang and other Chinese brands were poised to enter a new era of heightened global interest in all things Chinese. 36 Would Shanghai Tang follow in the tradition of established global luxury brands associated with a national aesthetic? As le Masne said, iIf Hermes is a representation of French lifestyle-chic, or [Ralph] Lauren is [a representation] for the Americans, and Armani is for the Italians, why not Shanghai Tang for the Chinese? 37 Was the company on track to become the first global Chinese luxury brand? LVMH Moet Hennessy Louis Vuitton LVMH was the worldis largest luxury goods company with more than 1,500 retail outlets (including 280-plus Louis Vuitton stores), around 150 DFS Group duty-free shops, Le Bon Marche department stores and hundreds of designer boutiques worldwide. In 1854, Woodworker Louis Vuitton started with a store in Paris to sell his handcrafted luggage. Vuitton int roduced the LV monogram in 1896 and opened stores in the US and England by 1900. In 1977 Henry Recamier, who was a former executive and married into the Vuitton family, entered the business and transformed the business from little-known status symbols to designer must-haves. Within ten years, sales soared from US$20 million to nearly US$2. 5 billion. In 1987 Recamier merged Louis Vuitton with Moet Hennessy (maker of wines, spirits and fragrances) and all were under the name LVMH Moet Hennessy Louis Vuitton. When Bernard Arnault became chairman in 1989, LVMH increased its fashion holdings by buying Givenchy, Christian Lacroix and Kenzo. Arnault is credited for transforming the LVMH Group from a small producer of clothing and champagne to a global luxury conglomerate made up of the worldis most powerful luxury brands. LVMH owns such fashion brands as Berluti, Celine, Christian Dior, Donna Karan, Emilio Pucci, Fendi, Marc Jacobs and Thomas Pink. Central to the groupis strategy is management of its istar brandsi paired with product quality and a culture of innovation. According to Arnault, a star brand is a brand that is itimeless, modern, fast-growing, and highly profitablei. 8 The majority of LVMH brands have a long history of craftsmanship and were originated in Europe. The LVMH management strategy was to build a work environment that supported creativity while at the same time enforcing strict business discipline. Worldwide revenue in 2005 totalled US$ 16. 8 billion, up 11% from 2004. Ralph Lauren Polo Ralph Lauren Corporation originated the concept of the lifestyle brand. Ralph Lauren, born Ralph Lifschitz, ground ed his brand in a quintessentially American image of wealth and status and consistently carried this aesthetic throughout his retail stores and product lines. He began his career as a sales representative for Rivetz, a Boston tie maker, and in 1967 he began designing ties for Beau Brummel of New York. He named his own style division iPoloi because of the upper class image it evoked. In the early 1970s, Lauren partnered with Peter Strom to form Polo Fashions and focused on tailored menswear. In 1971 Lauren introduced his signature polo logo and his womenis line. In the same year, the first licensed Polo store on Rodeo Drive in Beverly Hills and his first in-store boutique at Bloomingdaleis in New York City were opened. In 1980, Polo Ralph Lauren expanded further into licensed products, including home furnishings, jeans, fragrance and eyewear. In 1997 Polo went public and, following a large restructuring, bought back its European licensee to reclaim greater control of the Polo brand. The companys brands were: Polo by Ralph Lauren, Ralph Lauren, Ralph Lauren Purple Label, Black Label, Blue Label, Lauren by Ralph Lauren, Polo Jeans Co. , Rugby, Chaps, RRL, RLX, RL Childrenswear, and Club Monaco. Net revenue for fiscal year 2005 was US$3. 3 billion. Giorgio Armani Giorgio Armani was the sole shareholder of his US$ 1. 7 billion lifestyle business. The company licensed its name for perfume, watches and accessories, but continued to earn more than half of its revenues from apparel. 39 In 2003, 53% of his total sales were generated by garments, from sporty AX/Armani Exchange to the luxurious Giorgio Armani brand. Armani had stores in more than 35 countries. The companyis brands included: Giorgio Armani, Armani Exchange, Emporio Armani, Armani Jeans, Armani Collezioni, Armani Junior, Armani Casa and a Giorgio Armani Accessories store. To control the integrity of the brand, Armani owned Simint, the Italian holder of the Armani jeans license, and had several joint ventures with Italian manufacturing companies to bring its apparel production in-house while allowing for a controlled expansion of product lines. Armani studied medicine and was in the Italian army before starting working as a window dresser for La Rinascente department stores, where he later became a menswear buyer. His first design position was at Nino Cerruti. In 1975 Armani partnered with Sergio Galeotti and established Giorgio Armani S. p. A. The Armani label became known for its unstructured tailored suits. The business went global in the 1980s and gained greater recognition when the designer dressed actor Richard Gere in the film American Gigolo. Armani was successful in creating a true lifestyle brand, extending his design aesthetic into multiple product categories, even expanding beyond fashion and home furnishing. In 2004, Armani announced his intent to develop a series of Armani-branded and styled hotels. Hermes Hermes International sold a wide range of luxury goods, including scarves, ties, leather goods, watches, stationery and menis and womenis apparel. There were approximately 215 Hermes stores worldwide and around 40 retail outlets that sold Hermes products. The company did not grant licenses and made most of the products it sold. Famous for its leather goods, Hermes was founded in 1837 in France by harness-maker Thierry Hermes. Hermes won acclaim for its unique carriage design and its saddle stitch became a trademark. Thierryis son, Emile-Maurice, expanded the product range to include travel-related leather goods, including saddlebags, luggage, wallets, handbags and even jewelry. Emile also chose the well-known logo, the horse-drawn carriage. Clothing was introduced in the 1920s when Emileis son-in- law, Robert Dumas, took over the company. Dumas introduced the first Hermes scarf in 1937, which became one of the design houseis signature pieces. Dumasi son, Jean-Louis, took control of the company in 1978 when his father passed away. He brought in young designers to reinvigorate the brandis image. When the company went public in 1993, the family retained more than 80% of the share holdings. Hermes also owned crystal-maker Les Cristalleries de Saint-Louis, silversmith LiOrfevrerie Puiforcat, shoemaker John Lobb, 35% of Jean-Paul Gaultieris fashion business and 32% of German camera maker, Leica. In 2002, the company expanded its leather-working business and, through public campaigns, promoted the craftsmen and women behind its products. In 2005, net profit totaled US$298. 3 million, up 15% from 2004. As of 2005, descendants of founder Thierry Hermes owned 75% of the company.