Charles and Keith

Contents

Environmental and economic factors        4

Competition        5

a.        5

b.        6

c.        7

Retail Market Strategy        8

a.        8

b.        8

c.        9

d        9

e        10

f        10

Summary        11

Bibliography        13

Appendices        15

Introduction of CHARLES & KEITH

CHARLES & KEITH was founded in 1996. Charles opened his own first shoe store at Amara Hotel in Singapore. Then Keith Wong joined the business after 2 years. At the time, it was focusing mainly on selling woman’s footwear made in China and Malaysia. Today, Charles & Keith is a Singaporean fashion franchise, with a key focus on woman’s footwear and accessories.  They under the Charles and Keith group, there is also owns the brands Charles and Keith Signature label and Pedro. CHARLES & KEITH aims to increase their stores to 500 in the next five years aims to increase their stores to 500 in the next five years (Ramlan, 2010). They sold a 20 per cent stake to LVMH, now part of French luxury giant Louis Vuitton Moet Hennessy (LVMH) has a greater access to expand their brand names of fashion labels on a global scale (Sog Fern, 2014). For CHARLES & KEITH aims to increase their stores to 500 in the next five years aims to increase their stores to 500 in the next five years Group , their mission is “To be the most admired fashion-forward company”.  And their vision is “CHARLES & KEITH GROUP aims to offer high quality products and services with a commitment to perfection” (Linkedin, 2016).  They have some closest competitors such as ALDO, Zara, MANGO and others. (sbmaldo, 2012)                                                  

“CHARLES & KEITH” has more than 350 outlets worldwide. CHARLES & KEITH now expand their collection to offer bags and accessories including belts, sunglasses, bracelets and tech accessories to their product line-up. They are attracts women buyers for their up-to-date, trendy styles and affordable prices (Successful fashion brand CHARLES & KEITH builds and grows with the support of Eurostop solutions, 2015). Moreover, their products are designed in seasonal themes and have the support of 70 designers to interpret and monitor fashion trend. People also can shop for their collection at their outlet or their online store in www.charleskeith.com . The outlets of CHARLES & KEITH in Asia are available in major cities in Singapore, Indonesia, and all other South East Asian countries, Japan, India, Pakistan, United Arab Emirates and other Middle East countries. In Europe, CHARLES & KEITH opens their outlets in Turkey and Latvia. They also have outlets in Egypt. (Ramlan, 2010).