Charles & Keith 

is an international fast-fashion retailer offering diversified

product offerings of ladies footwear, bags accessories. The company was founded
in Singapore in 1996 and has expanded its global network to 35 over countries in
Asia Pacific, Europe and Middle East. Initially founded as a ladies footwear brand,
CHARLES & KEITH has since grown to include bags and accessories including belts,
sunglasses, bracelets and tech accessories to their product line-up. The brand is
recognised for its curated collections of relevant fashion designs available at
affordable and accessible price points.

A lifestyle brand that embraces a culture of innovation, the brand has established a
presence in prominent fashion cities such as Seoul, Shanghai and Dubai. The brand
has also begun its foray into locations such as Macau’s The Venetian and pop-up
stores in Galleries Lafayette in Paris in the past three years. In 2017, Charles & Keith
opened its e-commerce platform for global customers to purchase their products
online at the comfort and convenience of their homes. In the last quarter of 2018, it
launched an e-commerce hub in the UK as its first push into the European market.
Today, Charles & Keith continues to inspire and excite with its experimental and
unparalleled designs.

Within a mere 22 years of inception, it is operating more than 600 stores with over
5,000 employees across Asia-Pacific, the Middle East, Europe, Latin America and
Africa.

CHARLES & KEITH BRAND HISTORY

Starting out as a ladies footwear store in Singapore’s Amara Shopping Centre in

1996, brothers Charles and Keith Wong ran the store just like any other shoe store –
procuring China- and Malaysia-made shoes from the same wholesalers as their
competitors and then retailing them in-store. However, just after a few months of
running the business, they quickly observed that while selling wholesale shoes
provided a cost advantage, the lack of uniqueness meant limited growth.

This made them realise the potential of designing their own in-house products and
creating a brand that consumers could identify with – leading to the creation of the
Charles & Keith brand.

The brothers opted to design their own shoes while selling them at affordable prices.
Keith was responsible for designing the shoes while Charles managed sales. The
brothers also made the business cost-efficient by buying directly from manufacturers
instead of wholesalers. To retain the exclusivity of their products, the brothers
ensured that these manufacturers would not produce and sell their shoes to other
retailers. By 2000 and within just 4 years, all its products were designed in-house. As
the business grew, the company cut out the middleman and began working directly
with production factories.

The brand also strategically planned and rapidly executed its global expansion
strategy. In 1998, just 2 years after its store opening, it began its international
operations by opening its first overseas store in Indonesia. In 2001, it opened its
second overseas outlet in the Philippines. In 2004, Charles & Keith started
expanding into the Middle East: first with Dubai, followed by Bahrain, Oman and
Saudi Arabia. By 2008, Charles & Keith was already gaining revenue of  USD 97
million, and this was expected to grow by 30% for the next 5 years before its
acquisition.

The company’s big break-through came in 2011. Amidst offerings from various
private equity funds and high-net worth investors, the brand sold a 20% stake in the
company for more than USD 23.5 million to L Capital Asia (later change name to L
Catterton Asia), a private equity group owned primarily by French luxury
conglomerate LVMH Group and Groupe Arnault, the private holding company of
Bernard Arnault, LVMH’s chairman and CEO. Founded in 2001, L Catterton Asia is
currently a USD 70 billion luxury conglomerate managing brands such as Christian
Dior and Bulgari, with a recent leadership mandate to invest in “affordable luxury”
below the price points of LVMH’s brands. The deal valued Charles & Keith at almost
USD 158 million. When this sale was completed, the world has started to take notice
of Charles & Keith.

LVMH has helped the company expand into the vast Chinese market where it now
runs 95 outlets with plans to add 30 to 50 stores a year for the next few years. With
more than 500 stores across Asia-Pacific, Europe and the Middle East today, Charles
& Keith is looking to conquer China, the United States and Western Europe to
become a global aspirational fashion brand by utilizing the expertise of L Catterton
Asia and their sponsors.

Today, it is well-known among fashion-conscious shoppers for their distinctive

designs and quick in-season turnaround that offers 20 – 30 new designs in stores
every week. The brand produces an average of 1,000 new designs each year – over
750 footwear designs and over 300 bags and accessories designs. Charles & Keith has
expanded its product range to also include bag, belts, shades, tech accessories and
bracelets, evolving from a footwear brand to a lifestyle brand. The group has also
created Pedro, a line of men’s and women’s footwear and accessories. Today, Pedro
operates 100 stores across Asia Pacific, Middle East and China.

The company has received several awards including the Singapore Retailers
Association’s Excellent Service Award 2002 and the Enterprise Award at the
Singapore Business Awards 2008.

The brand founder and Managing Director of the brand, Charles Wong has also been
recognised with numerous honors, including the ASEAN Youth Award 2005 by the
National Youth Council, Entrepreneur of the Year 2008 by the Rotary Club and the
Association of Small and Medium Enterprises, Entrepreneurship Award 2012 by the
Spirit of Enterprise, and the Young Achiever Award 2013 by the Business China.
[ CITATION Cha181 \l 1033 ]
COMPANY VISION & MISSION

Company Mission

The company aims to ‘offer high quality products and services with a commitment to
perfection’. Charles & Keith understand the importance of offering high quality
products to the consumers as well as providing good services to the consumers to the
best of their abilities. It also recognize what it takes to stay in fashion industry hence
they offer a wide range of quality products.

Company Vision

Charles & Keith’s vision is ‘to be the most admired fashion-forward company’.
Charles & Keith understand that staying locally is never enough to be the most
admired fashion-forward company. That is why they are expanding globally
providing the world with their ‘latest trend product’ to the world.

MICRO ANALYSIS (INTERNAL)

Customers

18-45 years old, mid to high level of disposable income. Chic, trendy and bold fashion
sense. Consumers don’t really have a high brand loyalty, due to saturated industry.

Employees

Usually females aged 18-40. Good product knowledge. Sent for extensive training.
Staffing gaps are plugged by part timers although they do not have the level of
product knowledge full timers do.

Suppliers

Owns 30 over factories in Malaysia and china. Prevents OEM sales. Tight control and
regulations.

Shareholders

Louis Vuitton Moet Hennessy (LVMH) 20%.

Media

Generally good media front. Constantly and consistently winning awards and
covered in ST, Men’s Folio and more. Sponsor of accessories at major magazines
increases exposure and awareness.

Competitors
Aldo, target market comprises men and women aged 16 to 45, with a chic, trendy,
bold fashion sense, medium to high purchasing power and willingness to spend on
their appearance/ image.

NineWest a sub-brand of the American clothing, accessories designer brand, The

Jones Group, whose vision is to “ignite desire, instill confidence and stimulate
compliments”. Stemming from its 30 year presence in the industry and its ‘Hot 9’
selection of ‘must-haves’ of the current season, Nine West is positioned as a “trusted
fashion advisor in every category”. They claim to be recognised as a complete lifestyle
brand that translates looks from the runway to “real life fashion”. The product range
offers shoes and accessories for men and women, and in other parts of the world, it
also has some clothing as well as a selection for children.

Steve Madden American designer label by the “fashion footwear mogul” of the same
name, whose vision is to give “young, fashion forward women a unique way to
express their individuality through style”. This brand is also positioned as one that
represents a lifestyle, but pivots around the central idea of “embracing fashion” while
retaining the “funky independence” that originally defined the brand. The product
offering includes shoes, bags, and accessories for men, women, and children.

Some of the other competitors in Singapore include Accessorize, Zara, Mango,

Stradivarius, M)phosis, Topshop, H&M, Guess, Forever21, New Look, Pull & Bear,
Bershka, Dorothy Perkins, River Island, DMK, Mitju, Rubi, Bata, and Pretty Fit.
These competitors are not as big a threat to Aldo as the aforementioned four because
some of them focus primarily on accessories and others on clothing. The shoe brands
mentioned here also do not have similar price or style offerings as Aldo.

Competitors
EXTERNAL ANALYSIS

Economic

Founded in Singapore in 1996, Charles and Keith has expanded its presence
internationally and has over 600 outlets in more than 35 countries. Situated in
prominent shopping districts around the world, Charles and Keith has attained
significant growth in its annual sales turnover. Charles and Keith has outlets in the
South Africa, Japan, China and other countries. The economic conditions vary for the
outlets. The success of a particular outlet can be greatly hindered if the economy in
that country is contracting.  However, if there is a worldwide phenomenon like The
Great Depression of 1929, all outlets will suffer from a drastic fall in demand for the
goods due to high unemployment rates and wage cuts which lower the purchasing
power of people. The Gross Domestic Product (GDP) growth rate in Singapore as of
the fourth quarter of 2014 has increased to 4.9 percent. (Trading Economics, n.d.)
There could be a rise in personal income of Singaporeans due to the year-end bonus.
Thus, personal consumption which includes retail sales may increase. However, this
could result in Charles and Keith to experience a drop in sales. Consumers may turn
to high end brands such as Aldo and Nine West that have better designs and follow
up to date fashion trends. This is due to an increase in their purchasing power which
makes them willing to spend more on their image and appearance.

Social

Charles and Keith’s target group is the women consumers who “buy shoes every
month-recession or not”. (Forbes, n.d.) There is a general increasing trend in the
population size of women in Singapore from the age of 18 to 45 as of 2014. (SingStat,
n.d.) This can lead to an increase in demand for Charles and Keith products
especially for those who fall under the ages of 18 to 24. There has been a significant
increase in the female population size of that age from 123,248 to 131,016. (SingStat,
n.d.) This age group generally are new to the working world and earn mid disposable
income.

Technological

In order to remain competitive in their products and stay ahead of competitors such
as Aldo and Nine West, Charles and Keith has to adapt to technological changes.
Online shopping, mobile applications and social media are great platforms for retail
outlets like Charles and Keith to connect and cater to their consumers’ needs. Charles
and Keith has an online shopping webpage which allows customers to browse
through their products at any time and also features online exclusives as well as
items on sale. Their Facebook page and Twitter provides customers with an
interactive platform where they can get the latest updates on the collections, fashion
trends and Charles and Keith-related news. Charles and Keith has yet to create a
mobile application that supports all mobile operating platforms for online shopping
of its products. Zalora and Forever 21 are some fashion brands that have taken
advantage of advancement in technology to enhance their customers’ shopping
experience.

Political/Legal Situation

Singapore is considered politically safe and corruption free. PRS Risk Index (2011)
stated that Singapore was ranked 2nd out of 100 countries in the world as the least
politically risky country. According to the IMD World Competitiveness Yearbook
(2011), Singapore was ranked as World’s No. 7 and Asia’s No. 1 as the least
corrupted. She is also recognised as the most transparent country in Asia and ranked
2nd in the world, as shown below in Figure.

World’s ranking for transparency

Source: IMD World Competitiveness Yearbook 2011

However, Singapore has a strong legal system based on the Common Law System.
Therefore, Charles & Keith have to follow the strict regulations, trade and custom
laws incorporated by the government when dealing with their imported goods.
Additionally, with an increasing number of defective goods in the recent years, the
government has incorporated a Lemon Law in an attempt to raise the standard of
quality goods and consumer rights.

With this amendment to the Consumer Protection Act and Hire Purchase Act,
Charles & Keith will have to better their quality of goods.

Customer Environment

The main consumers of ladies heels are women in their early 20s to late 40s. These
are the people who seek fashionable footwear and have middle to high disposable
income with great purchasing power.

Where do customers purchase the firm’s product

Location, ambience and customer service are factors taken into consideration while
patronising shoe stores. To cater to their consumers’ needs, Charles & Keith’s retail
stores are designed to create an upscale, inviting environment. It includes a team of
well-trained sales associates to assist customers and their queries.

Why do customers purchase the firm’s product

Heels are considered an important necessity to working women. They make the legs
looks slimmer and more elegant. Thus, customers often seek to purchase trendy yet
comfortable heels. The company understand the needs of women and has been
providing fashionable designs, comfortable and affordable pricing. Charles & Keith
provide customers a return and exchange policy. In addition, they frequently come
up with fashionable yet comfortable heels to meet consumers’ expectation.

Buyer Decision Process

Consumers are affected by recognition. This is triggered by internal stimuli or

external stimuli such as advertisement.

Interested consumers then search for more information, either from commercial,
personal or public sources. For example, consumers may seek opinions from friends
and relatives regarding comfort level, sustainability and brand image.

Next, consumers would evaluate other alternative brands such as ALDO and DMK
before making a purchase decision.

Lastly, Charles & Keith’s brand and quality image will be determined by the post-
purchase behaviour after purchase. Should it meet the consumer’s expectations, they
will be satisfied with the brand’s quality and will likely introduce Charles & Keith to
others and patronize again. [ CITATION Nay15 \l 1033 ]
SWOT

A summary table of the SWOT analysis on Charles & Keith is shown below.

Strengths

Charles & Keith have a strong branding. It was awarded a S-Class certificate by
SPRING Singapore in recognition of its business excellence in 2011 and ‘The
Enterprise Award’ from Singapore Business Awards. Using its strong branding to its
advantage, Charles & Keith uses strong promotion tools to strengthen their branding
with event openings such as the opening of its #389 store in Ngee Ann City Boutique
on the August 23, 2013. Famous international celebrities such as K-Pop girl group,
Girls Generation, Chinese supermodel Liu Wen and Korean American actor Daniel
Henney graced the event with their presence. Local celebrities such as Zoe Tay and
Fann Wong were present during the event.
Besides their brand, Charles and Keith are sound in their design concepts. The
corporation itself has an in-house team of 70 designers to meet the changing
demands and tastes of its customers. These designers come up with designs monthly
and travel to fashion capitals regularly to attend fashion shows to study upcoming
trends and designs. Charles Wong, CEO of Charles & Keith state that 3% of their
annual revenue is spend on training their designers. The designs are based on
seasons such as the latest Fall-Winter 2013 collections.

Autumn collection 2013. Picture

was taken from: http://e-
charleskeith.com/tumblr/ck-
autumn-2013-magazine.html

Charles & Keith are known for its well-managed supply chain and distribution.
Instead of getting material from a wholesaler, Charles & Keith get the directly from
the supplies. This allows the company to be business cost efficient. Charles & Keith
also signed up regional distributors. They took on contract manufacturing orders and
dished out franchise licenses to other companies such as Onward Holding and Minor
International Public Limited.

Charles & Keith has good foresight in spotting business opportunities. A good
example is the creation of Charles & Keith Signature and Pedro. Charles & Keith
Signature product is 40% more expensive and it’s focused on catering to the
premium, high-end segment market. Pedro was introduced in 2006 to meet the
increasing demand of dandy gentlemen who appreciate premium shoes (Kotler
2011).
Charles & Keith provides excellent customer satisfaction and services. Winning the
Retail Courtesy Award in both in 2003 and 2004, and the Excellence Service Award
in 2002, Charles & Keith have found the solution to provide both quality and service
to the demands of today customers.

Weaknesses

Charles & Keith has less than 20 years of experiences in the fashion industry. They
lose out to international brands such as Forever 21 and H&M in terms of capital and
experience. Charles & Keith had sold 20% of their total share to LVMH (Louis
Vuitton Moet Hennessy) in March 2011. It was reported that the brothers were not
keen to sell part of the company but was later convinced that LVMH involvement will
help them to conquer India, China, United States and Western Europe market.

In addition, material used for their shoes posed a problem. Heels’ straps have
received complaints regarding length discrepancies.

A customer complaint was made online

regarding the shoe poor quality. This was
taken from the following website:
Opportunities

The uprising number of female joining the workforce is an opportunity for Charles &
Keith. Nowadays, there is more career minded women. Department of Statistics
Singapore 2012 reported that there was an increase of 0.7% from 2011 to 2012 of
women joining the workforce. Greater spending power for ladies will potentially
generate higher revenue for Charles & Keith. This is further supported by the
increase in per capital GDP from 2011 to 2012 as shown below in the Figure.

Gross Domestic Product in 2012

Source: Department of Statistics Singapore

Increasing number of tourists in Singapore is another opportunity for Charles &

Keith. As Singapore aims to become the top tourist spot in Asia, awareness can be
created to cause a fashion phenomenon when it opens its stores at their coastline. It
will be just like when H&M (Hennes & Maurtiz AB) first opened its store on the 3 rd
September 2011. The event created a huge turnout with more than 1500 people
queuing on the day of its official opening.

On September 3, 2011, Swedish high street

fashion label Hennes & Mauritz (H&M)
finally opened its first flagship store in
Singapore. Picture was taken from the
following website:
http://travel.cnn.com/singapore/shop/hm-
opens-singapore-389051
Threats

Intense competition between competitors like ALDO, Steve Madden and Nine West
are some of the threats faced by Charles & Keith. Shoes are considered substitute
products without a high brand loyalty, as switching cost is barely existent. The
availability of substitute products also decreases Charles & Keith ability to raise
prices. With changing fashion trends, it is difficult to compete with numerous
competitors in the market. In addition, with a larger capital, these competitors have
bigger financial resources enable them to be more sustainable. Furthermore, with
increasing competitors in online shopping, consumers are now offered greater
varieties of brands that are not available locally. As a result, threatening the sales of
the company.[ CITATION Cha \l 1033 ]

MARKET SEGMENTATION

Market segmentation is the process of dividing a market into distinct groups or

buyers to cater customers who have different needs, characteristics and behaviours.
By creating segmentation it allows the company to classify people into groups with
akin attributes. Charles and Keith uses demographic, behavioural and concentrated
niche segmentation on women’s footwear.

Demographic Segmentation

Female Working Adults

In 1990s feminism and women liberation were active in the West spreading to major
parts of Asia including Singapore. The launch of womenly products was timely and
also opportunistic for Charles & Keith. In an article by Martha Rampton the third
wave of feminism hits the globe in 1990s was informed by post-modern thinking. A
liberation of the women through high heels and cleavages. In this era, women are
more bold and dressy.

Metro-sexual males
Pedro, another brand by Charles & Keith to include men’s collection catered and
designed for urban males was launched in 2005. Foreseeing the trend of demand of
metro sexual men exercising aesthetical values in their daily grooming.

Income

More females seeks employment and was able to generate income hence it enhances
and increases their buying power. When single mothers or working female adults are
able to secure a job and income they do not find a need to seek approval for their
spending.

Occupation

As the society becomes more educated and hold a prominent job status, the
appearance becomes very important hence the need to look good and presentable for
their daily outfits. Charles & Keith therefore chose to specialise in women’s footwear.

Behavioural Segmentation

Appearance

More and more working adults heeds more attention their looks and thus looking for
more updated and trendy look.

Psychographic Segmentation

Generation Y currently holds the most buying power. Majority of them are familiar
with technology and the internet allowing them to be able to exchange information
on any product in the market. Advertising through opinion leaders on the internet
would be cost effective as well as productive as generation Y are currently the most
influential.

Segmentation Table
TARGET MARKET

The company’s primary target market is mainly working class women who like to
wear affordable quality shoes.
  Women
 middle to high level of disposable income and purchasing power
 seek to stay ahead of the fashion trend

DESIRED POSITION IN THE MARKET

From their positioning map, they found out the customers’ perception of Charles &
Keith over the various available brands in the market. Charles & Keith are in the mid
sector of the market with moderate market share. In response to this, they have
decided to increase the brand awareness of Charles & Keith with their new collection.

A survey was conducted with 100 ladies, and results show that majority of the
consumers listed Charles & Keith as the No. 1 preferred brand. 91.8% of the surveyed
would consider buying a pair of heels from Charles & Keith with design and comfort
being the most important criteria. [ CITATION Nay15 \l 1033 ]

After the implementation of their strategies, they want to retain their loyal customers
while attracting new customers with their unique and trendy heels. Hence, they have
come up with the following positioning statement:
MARKETING MIX

Product Analysis

Brand Name

Charles & Keith has established a name in the ladies footwear industry. They offer a
diverse range of high quality female shoes consisting of boots, sandals, clogs, flats
and wedges. Apart from footwear, they also produce and distribute distinctive lines
of trendy designs and fashion accessories that cater to market sentiments in fast
velocity.

Core Benefits

Charles & Keith introduces new and unique heel designs seasonally. They understand
that consumers are seeking quality, uniqueness and boldly designed footwear that
brings out the character of every individual. Moreover, as people become more
educated, health related issues are taken into consideration when they purchase food
and even apparel. A good pair of shoes can then bring you far.

Actual Product

Charles & Keith heels come in different form and colors, bringing out the uniqueness
elegance in a woman. Every single design of heels comes in more than one color. In
addition, Charles & Keith garners the attention of the consumers with matching
accessories, handbags and clutches.

Augmented Product

Though Charles & Keith is an established brand, they still face competitors in the
same industry. Competition at this level is based on the after sales services that they
provide to the consumers. Charles & Keith provides local delivery. This made
purchase convenient and accessible to buyers. Apart from delivery of merchandises,
they also provide repair services to their customers.

PRICING

In line with their product image, they will be adopting the value-based pricing for
Charles & Keith stiletto heels.
Charles & Keith stiletto heels are offered at a considerably affordable price range, it is
impractical to lower the selling price. Hence, in order to increase their pricing power,
Charles & Keith need to attach value-added features to differentiate their stiletto
heels from its competitors. One value-added feature would be the new trademark
collection. Therefore, the selling price of the stiletto heels will not only symbolise the
quality and material of the heels but also the customer’s image, style and taste in
fashion and branding.

Being a firm in the monopolistic competition market, Charles & Keith has various
competitors, causing the demand for its products to be elastic. Hence, a change in
price would reflect on the amount of revenue earned from the products. This is the
reason they are opted for promotional pricing for various months in 2014. In lieu of
major festive seasons such as Chinese New year, Hari Raya and Christmas,
promotional pricing was practiced. It was also be held in the next Great Singapore
Sale 2014, season end and year-end events.

Furthermore, lowering the selling price of stiletto heels is not required as Charles &
Keith shoes are widely recognized in Singapore and internationally. The price
represents Charles & Keith brand and innovative design, which are some of the
criteria that ladies are looking for when buying heels.

Currently, in their stores, they are having 30% discount on selected items. Those
items that are on discount are items from last season which they intend to clear its
stock. This way, they create short-term sales therefore it will generate higher traffic.

To further support that this successful retailer practices price lining, Charles &
Keith’s Signature Label which portrays a woman as modern, fashionable and
prestigious considering its exclusivity, thus is priced at a much higher price by 30%
as compared to the rest. Charles & Keith’s Signature Label’s prices ranges from
$69.90 to $99.90

Charles & Keith’s pricing also introduced an element of excitement into shopping
and by implementing odd pricing strategy, as all of their products (footwear, bags
and wallets) ends with a .90 which induces consumers to perceive it as “not very
expensive”. Being unique in its own ways, Charles & Keith understand buyers’
mindset well therefore they implement this unique pricing strategy to entice more
customers.

PLACE

The main distribution of Charles & Keith heels is through direct and indirect
channels. Their own retail stores and online store mainly distribute their products.
Although the brand has their product distributed by one departmental store,
Takashimaya and online store, Zalora, the variety of shoes is usually limited.
Adjustments have to be made in order to reach out to more consumers. Distribution
channels will be increased and product placed in more prominent places in the
departmental store, alongside with the other competitors’ products to increase the
product’s competitiveness. Customers can compare the quality and comfort of their
product against others, enabling the firm to retain its existing customers, as well as
attract new potential customers.

Channels and intermediaries to be used

Increasing the intensity in indirect marketing channel was proposed. Placing

products in more online retailers and departmental stores such as Metro and BHG
can carry it out. Moreover, there was selective distribution of products to the outside
retailers. Thus, customers can purchase Charles & Keith’s stiletto heels more
conveniently instead of travelling specifically to Charles & Keith’s retail stores to buy
their products. Hence, with the proposed channel and distribution, Charles & Keith’s
product can then be easily accessible in town and heartland areas.

PROMOTION

Charles & Keith have adopted several strategies for promotional purposes. These
include increasing publicity though social and traditional advertising, supporting
humanitarian causes, catalogues and events marketing. In addition to those
mentioned, warehouse sales and loyalty programs are being used as well.
Based in recent years, social media and online catalogues have been proven to be
successful in terms of advertising and engagement. However, the company did not
just rely on this medium. Charles & Keith still uses traditional media such as
storefront displays. Moreover, they have supported humanitarian causes such as the
Breast Cancer Foundation to create a positive image for itself and increase brand
awareness. The engagement of celebrities in their events allows the company to tap
on their fame to further increase its publicity.

Charles & Keith organizes sales throughout the year as it understands that there are
inverse relationship between price and total revenue for its product. It participates in
the yearly Great Singapore Sales (GSS) as a mean to increase its sales revenue.
Student promotion sales are also organized to create a larger market in the business.

Promotion Strategies

Public-Relation Marketing

For their new trademark collection, they are introducing PR-marketing (Public-
Relation Marketing) as its promoting strategy. Inviting bloggers and writers to a
sneak peak 1 month before the launch will create the necessary buzz needed for the
new collection. PR marketing helps organizations connect with their audiences and
promote brands, message and the product. The use of PR marketing in companies
has risen exponentially due to the introduction of the internet.

Advertising
After which, advertising via social media and traditional means with commence.
Photos of the new collection will uploaded into Charles & Keith’s social medias as
well as articles regarding their product written, published in magazines such as Cleo,
ELLE, 8 Days and Her World. In addition, during the launch of sale activities or a
new season collection, prints ads will be printed and placed at the storefront. Lastly,
emails will be sent monthly to update their customers of the latest promotion, news
and collections.

Loyalty Program

Furthermore, they will launch a ‘Like Charles & Keith Facebook Page’ event. For the
first week of the launch, if a group of 3 or more customers were to show their
screenshot of their likes on the Facebook page, they will enjoy a 10% discount off the
total bill. Instead of giving discounts to an individual, they aim to get their customers
to encourage other potential customers to purchase their product together. As a
result, this would not only increase sales revenue but also attain a larger share in the
market.

Moreover, they plan to enhance Charles & Keith loyalty card program. The current
loyalty program offers 10% off regular-priced items in both Charles & Keith retail and
online stores. Therefore, they plan to give a further 10% discount to Charles & Keith
members within the first week of a sale. This will serve as a sign of gratitude for their
loyalty and support.

After-sale customer survey

Contacting customer via means of either e-mail or telephone after a sale is a

promotional strategy that puts the customer satisfaction first, at the same time,
leaving the door open for promotion opportunity. This way, Charles & Keith are able
to review their current promotional strategies as well as improve their future
promotional strategies. This would serve as a dual purpose of promoting the
company as one that values customer feedback and one that is always striving to
provide the best product and service.

PACKAGING

Charles & Keith as part of their Marketing strategy, they tend to develop a design that
fits customers’ needs. All accessories and shoes produced by the company are placed
in a special box, which also serves as after sell customer’s services. Customers who
tend to place an order via ecommerce platforms get their product in well-packaged
materials which are harmless to the environment.

MARKETING STRATEGY

Many strategies were used by Charles & Keith to establish its brand on the market.
Four critical strategies have resulted in a massive success for the company brand.
High quality and sophisticated products

Production of quality and advanced products has been a significant factor in

attracting more customers' into being associated with the brand. Charles & Keith is
very known in Singapore for production of trendy and quality accessories and shoes
wear inspired by styles in the marketplace. More than 1, 000 new designs are
produced by Charles & Keith each year with about 20 new models being introduced
into the market place every week (Lau 2012). The company has ensured that at least
there is something for everyone in all of their stores. Ensuring that new products are
introduced on the market, has enabled the company to keep up with the dynamic
demands of the customers’ hence continuously developing the brand as illustrated by
Schmidt and Fang (2016).

Charles & Keith Boots designed for autumn-winter campaign

Source:https://cdn1.iscmp.com/sites/default/files/images/methode/2018/10/29/52
f49452-d283-11e8-81a4-d952f5356e85_1320x770_180730.jpg

With affordable price tags on their accessories and shoes, Charles & Keith has
managed to position itself on the market as ‘affordable luxury’. Whereby medium
income earners who are fashion conscious, can be able to buy the products, People
have been able to build trust with Charles & Keith to offer them the affordable latest
way; hence, the company developed a strong customer loyalty base.

Engagement of Influencers and Use of Social

Charles & Keith also managed to develop to the brand through the usage of the social
media platforms. The company has over 815 thousand followers on Facebook, and
233 thousand on Instagram handle. The Instagram feed for the company is
sartorially curated, which is used to project fashion-forward images (Budiman,
Hendrayati & Achyarsyah 2019). The company has managed to engage some of its
customers into promoting its products on social media platforms using the
#Charles&Keith. The initiatives embraced by the company to maintain active social
media presence has enabled Charles & Keith to stay engaged with customers
effectively as well as promoting its products hence building strong brand loyalty and
cultivating brand awareness (A.B.I.D.I.N., 2017).

Another strategy in developing the brand is Launching of an

ecommerce site

In the year 2004, Charles & Keith launched an ecommerce platform, which its main
aim was to enhance the seamless online shopping experience. The decisions to
develop ecommerce platform helped the company to reach out to the many audiences
across the world, even in those places were their ewer no Charles & Keith physical
stores. Through this initiative, the company has been able to ship its products to
more than 70 different nations. The company is ready to tap into the online market
whereby due to globalization, most of the people spent more time on the internet (Lu
et al., 2015). Charles & Keith has developed its brand by marketing products on wide-
area whereby more customers can have access to the products being sold, as well as
can place an order. The brand has been developed due to the ecommerce platform
since it makes the products readily available for the customers in any place they are.

Charles & Keith ecommerce homepage

Lastly, open and prominent stores location has played a part in brand
development

Charles & Keith stores are well-positioned in suitable central sites that are reachable
by the customers. The stores in Bengaluru are found in two major shopping malls in
Pheonix market city, ITPL main road and Orion mall, Brigade gateway. Charles &
Keith, on its expansion to Japan, its outlet was positioned at the centre of Tokyo’s
major fashion district. Despite having a robust online presence, Charles & Keith has
maintained as well prominent shopping centres for people to visit and make their
purchase. The stores are lucrative in terms of display, which tend to attract more
customers. While at the physical stores, Charles & Keith has been able to engage
customer’s face-face hence able to acquire instant feedback regarding its products.
Instant feedbacks have been very critical in the development of the brand.
Delivery system supporting a clear brand promise

Two of the biggest challenges for any brand is to define a clear brand promise and to
consistently deliver effectively on its brand promise across all touch points of the
customer experience journey. Successful brands are those that create supportive
organizational and operational structures that facilitate the implementation of
strategies to deliver on the brand promise. On one hand, Charles & Keith has
managed to successfully define a clear brand promise for itself to provide high
quality, stylish fashion at affordable prices. On the other hand, it has also created a
strong delivery system to deliver on this brand promise.

The company’s product planning, design, manufacturing and distribution

capabilities are all in-house, which means that it is able to stay close to customer
needs based on what customers are buying in their stores. This allows it to save costs
on overproduction or unnecessary overheads, driving affordability and serving its
brand promise well. New designs can reach stores within a matter of weeks and
current designs can be replenished within a matter of days.

Despite its soaring success, Charles & Keith has always stuck to its brand promise of
affordability. A quick look on its online stores reveal that shoes sold under the
Charles & Keith label range from USD 20-80 a pair, while the more upmarket Pedro
label retails between USD 30-100.

Culture of design

Co-founder Keith Wong currently leads a design team of 70 designers – mainly

Singaporeans, Malaysians and Chinese – who churn out almost one shoe or
accessory design a day for Pedro and more than 1,000 new shoe and accessory
designs annually for Charles & Keith. The designers are in China, close to where most
of the shoes are made.

The brand places a huge focus on maintaining the high standards of its designers,
ensuring that they are well-trained and well-informed of consumers’ changing
demands and tastes. This is demonstrated through the fact that the company spends
3% of its annual revenues on training its designers through sending them regularly to
Europe and the U.S. to attend fashion shows and conduct market research.

The company also ensures that its staff are well in touch with the market tastes and
preferences – the median age of Charles & Keith’s staff is 27. The brand also ensures
that it hires local staff in its overseas markets, in order to better understand the
overseas markets.

Supply chain management

Merely having a large number of styles is not enough for a fashion brand to be
successful. Equally important is for the brand to be able to quickly bring its products
from the drawing board to its stores to reach its consumers. Charles & Keith has
mastered this capability as its stores never fail to be restocked weekly with its new
designs. In addition, the brand relies on its ability to control its supply chain to
ensure that their manufacturers would continue to produce shoes exclusively for the
company, hence reducing the risk of imitation or counterfeit products.

Sustainability at the core of operations

Sustainability has been a hot topic in business for the last decade and is now quickly
becoming a must-have hygiene factor for companies that want to resonate with and
win the loyalty of its global customers. For Charles & Keith, this means having a
commitment to humanity, people and the environment.

 Humanitarian Causes: Through the years, Charles & Keith has

collaborated with international organizations such as United Nations Entity
for Gender Equality (UNWOMEN) and Breast Cancer Foundation in support
of various philanthropic causes. For example, for International Women’s Day
2018, in line with the theme ‘Time Is Now’, Charles & Keith launched an
exclusive collection that features a light grey quilted crossbody bag and light
grey quilted wallet to support the peaceful but urgent press for female
empowerment. 20% of the proceeds from the sale of these items went to the
Singapore Committee for UN Women to fund the organization’s programs and
initiatives
 Human Excellence: In June 2017, in line with World Environment Day,
Charles & Keith collaborated with a fair-trade business, Freeset to create an
online exclusive capsule collection, Floral Days. Using 100% organic cotton,
every product features a tote bag, pouch and key ring illustrated with
blossoming flowers, symbolizing the women of Freeset’s newfound liberty and
promise of a new beginning in life. With this campaign, the brand aims to
increase the voice and visibility of marginalized women, and support their
choice to learn valuable skillsets in a fair and healthy working environment

 Environmental Initiatives: Since 2010, the brand has initiated the use of

Forest Stewardship Council (FSC) certified paper to reduce its carbon
footprint. It also participates in various environmental initiatives including
Earth Hour.

Featuring CHARLES & KEITH’S first-ever sneaker to embrace sustainability,

the striking ‘4WARD’ collection demonstrates their commitment to lightening
their footprint on the environment, as well as reflect their brand philosophy of
creating fashionable, comfortable and quality designs. These stylish knitted
sneakers are made with materials that are not just better for the planet, but
also the people who make and wear them. From low-top sneakers in snakeskin
to high-top ones in classic black, each pair is accentuated by a bright pop of
colour for a modern and distinctive look. 

In 2019, To demonstrate its sustainability commitment, CHARLES & KEITH

has launched an exclusive collection – made with both natural and recycled
materials – that celebrates the beauty of our natural world, highlights how
waste recovery can be creative, and inspires us to think about our choices for
the future. Based on the principles of connecting with nature, converting
unwanted materials into useful and beautiful products and making more
considered lifestyle choices, this sustainability-embracing range consists of
stylish designs, such as bow-embellished slingback heels and a two-tone
contrast bucket bag. The unique bandana print that has a starring role in the
collection is made of 95% recycled polyester from post-consumer PET bottles
and 5% polyester.[ CITATION Cha19 \l 1033 ]
Charles & Keith brand communication strategy

Until the digital age started to gain rapid global momentum, Charles & Keith has
traditionally relied on printed flyers and TV commercials as its primary means of
advertising. Today, it uses a plethora of methods to communicate its brand position
and ideals, including its unique in-store environment and store locations, product
spreads, brand campaigns and digital and social media marketing.

In-store environments and store locations: One of Charles & Keith’s main

brand communication methods is its in-store environment. Through its minimalist
colours, clean lines, marbled walls and flooring, wide aisles, giant mirrors, bright
lights and appealing product presentation creating a comfortable and welcoming
shopping experience, Charles & Keith communicates its design philosophy of chic
and bold.

The brand is also famous for using scent marketing – all of its stores use the same
perfume to create the same sensory shopping experience no matter which Charles &
Keith store a customer may step into. It also leverages on a professionally curated
sound ambience in stores, elevating the shopping experience. New launches are
always placed on display at the front of the stores, showcasing its quick in-season
turnaround of styles. Shoes on sale are also on display on another rack,
communicating its affordability to the masses.

Compared with other fast fashion competitors whose stores are jam-packed with
shoes and do not have a specific focus on customer service, Charles & Keith’s in-store
experience stands out and contributes heavily to effective communication of its
brand philosophy.

Importantly, Charles & Keith also invests in prominent and accessible store
locations. Its stores are always found in major shopping districts in stand-out
locations that are easily accessible. For example, in Singapore, retail outlets can be
found in the iconic ION Orchard and The Shoppes At Marina Bay Sands shopping
malls, but also in the heartland malls.

Advertising and events: From the start, the brand had adopted a very niche
marketing strategy – all their fashion photo spreads and advertising materials in
print and online only featured European models donning the brand’s products. This
has allowed Charles & Keith to successfully build a couture, high-fashion image and
perception amongst its following to its advantage as a fashion brand selling trendy
products.

Events is another channel through which Charles & Keith communicates its brand
appeal. Its first large scale event was in 2013 when it staged a fashion show to launch
their Fall 2013 Collection at Ngee Ann City Civic Plaza, Singapore. The star-studded
event was graced by Singaporean A-list celebrities such as Fann Wong and Zoe Tay,
and international celebrities including the first Asian Victoria’s Secret Model Liu
Wen and K-Pop sensations Korean-American actor Daniel Henney and SNSD Girls’
Generation. The brand even flew in famous fashion bloggers Bryan Boy and Han Huo
Huo business class with Singapore Airlines just for this event. These events, although
costly, are a wise marketing investment as it has catapulted Charles & Keith onto the
international fashion runway.

In September 2016, British actress Maisie Williams was seen carrying 2 Charles &
Keith wristlets to the Emmy Awards – a black Evening Wristlet bag on the red carpet
and a white Prism Minaudiere clutch to the HBO after party. Within a day, both
designs were sold out on the brand’s online store. Consequently, Charles & Keith is
also increasingly exploring events as a way to feature and communicate its products.

Brand campaigns: Charles & Keith launches a new brand campaign every season,
similar to how luxury couture brands launch their high fashion collections. This
helps to solidify the perception of Charles & Keith as a high-quality fashion brand
fully in sync with couture runway trends. Since the start, each brand campaign is
launched with a series of high quality, glossy-magazine-worthy photos and a video
published on the brand’s YouTube channel. In the 2000s, the brand hired celebrity
fashion photography duo Chuando & Frey to shoot their ad campaigns, immediately
elevating perceptions of the brand. The content is typically inspired by social issues
relevant to its target consumer.

For example, in its Spring/Summer 2018 brand campaign, the brand launched a
video titled Garden State, examining the increasingly complex role of the mass media
in society, challenging society’s growing dependence and addiction to it, while
emphasizing the collective desire to return to Mother Nature and immerse ourselves
in her simple delights. The video features models staring intently at blank TV screens
in an avant-garde style, before the TV screens turn on to reveal models in a grassland
and a lily pond, wearing fashion pieces from the collection.

To support its brand campaigns, the brand also manages a blog “Charles & Keith
Says” which is linked to its website. The blog content features style write-ups on
fashion bloggers wearing Charles & Keith outfits, fashion and trend advices from
fashion influencers, write-ups on the brand’s collections, and features of Charles &
Keith products in other media channels. The content has a strong focus on
communicating via visuals and less text, again contributing to the high fashion and
luxury perception.

Social media & digital: Charles & Keith was one of the forerunners of the social
media adoption movement as it was one of the first fashion brands to start
advertising on Facebook. The brand has a strong social media following, with more
than 1.4 million likes and followers on Facebook, more than 782k followers on
Instagram, and a subscription of over 2.9k followers on its YouTube channel as at
December 2018. The Charles & Keith Instagram feed is sartorially curated, projecting
an extremely fashion-forward image. Square-cropped pictures of Charles & Keith
merchandise clad on models walking the busy streets of Manhattan or relaxing in a
Parisian sidewalk cafe are not uncommon sights. Pictures of fashionistas and
influencers flaunting their Charles & Keith shoes and accessories on social media are
also popular, with the hashtag #CharlesKeith.

However, having a large following is just the first step toward an effective marketing
communications strategy. The team understands this, as evident from its efforts to
engage with its followers over social media. For example, a picture of fashion icon
Rumi Neely garnered about 1.7k likes, with fans raving over the shoes she wore.
Charles & Keith promptly responded to eager fans, letting them know that Rumi was
wearing the Cage Stilettos from the latest collection, available in black and burgundy.

Other social media engagement methods that the brand communications team uses
are its features of influencers wearing Charles & Keith products on its blog and social
media through the hashtag #ImWithCharlesKeith. It also encourages its followers to
upload pictures of themselves wearing Charles & Keith through the hashtag
#CharlesKeithCurates, further building hype and excitement towards its brand.
[ CITATION Cha18 \l 1033 ]

Marketing Goals and Objectives

In order to reach our goal, they have come up with these marketing objectives:

Increase brand awareness

By introducing a brand new concept of stilettos that would attract new customers
from existing competitors.

Provide a better distribution channel

Ensure that customers are able to locate and purchase the products easily.

Increase sales

After implementation of their promotional activities and marketing strategies, they

are projecting sales to increase revenue by 10% by the end of 2021.

Be the most admired fashion forward company

SUSTAINABILITY

At CHARLES & KEITH Group, they’re setting out on a new journey, one they want all
of their customers, employees and partners to be a part of. It’s a journey to fulfil
fashion’s potential to shape what’s next. A future that’s better for the people who
make it, the people who wear it, and the planet that makes all of it possible.

So, they’re not just looking for the next big thing – they’re looking for the next best
thing. Starting with where they make, what we wear and how they work.

Where they make:

The products they bring to us are part of a bigger story. It’s a story that starts with
the people who make their creations real. And it’s a story that’s connected to the
world we’re all a part of.

It’s in their power to make sure the people making their products are paid fairly, are
working in safe conditions and have their human rights upheld. And it’s also in their
power to reduce the stress they put on our planet. That means managing resources
such as water responsibly, and making sure nothing harmful gets released into the
environment.

They want every product they create to come with the promise that its impact on the
environment and people’s lives has been carefully considered. This is a new journey
they are embarking on, so they’ll constantly push themselves – questioning decisions
and trying new approaches – to make it real.

Actions to be taken:

 They’ll evaluate every one of their direct suppliers against their Code of

Conduct.

 They’ll assess the social risks and environmental impacts of their supply chain
annually.

 They’ll identify all the possible ways to reduce their environmental impact
when it comes to transporting their products.

By 2021

 They will focus on the manufacturing cycle and evaluate every one of their
strategic suppliers on their environmental and chemical performance against
their Material Restricted Substance list

 They will equip their direct suppliers with the tools to evaluate and measure
their own performance against the social and labour standards in Charles &
Keith Code of Conduct, as well as the national requirements in their own
country

 Social and environmental performance will be integral to choosing who they

buy from.

By 2022

 They will incentivise suppliers, who provide their materials, to assess and
reduce their environmental footprint by endorsing and buying more from
those who do it well
  All facilities in China, where their products are chemically treated, will make
information about their environmental impact publicly available through the
Institute of Public & Environmental Affairs (IPE) website.

What we wear:

They never settle for the status quo. They push the boundaries to create thoughtful
products that inspire.

That’s why they want to improve their products; from the materials they make them
with, right down to how they protect them and how they’re looked after by their
customers. And it’s the reason they’re committed to making their products live on,
through repair, re-use or recycling programmes. Why their materials will be
traceable and their packaging will be better.

And they’re just getting started. Today, they’re constantly looking for new and
exciting ways to create innovative products. Products that reflect their belief that
there’s always a new frontier and there’s always a way to improve.

Actions to be taken:

 They will Identify their share of sustainably-sourced materials and developing

a measurable roadmap on how to increase it every year

 Reviewing and regularly updating their Restricted Substance List and their
products’ chemical requirements to make sure they’re always safe

 Planning their yearly launch for a capsule collection with sustainability at the
heart for each of their brands

 Providing clear and easy care instructions for all of their products so people
can enjoy them for longer

 Offering simple repair services to their customers in all around the globe so
their products can live on

 Piloting a shoe recycling or take-back programme for customers and

employees so that none of their creations end up in landfill

 All their plastic packaging will come from re-usable, recyclable or more
sustainable sources
BY 2022

 All their product packaging will be plastic free

  All their paper packaging will come from recycled, certified or reclaimed
sources to ensure zero deforestation of High Conservation Value Forests

BY 2025

 They will be able to trace 100% of their leather back to its original source

 All CHARLES & KEITH shoes will be designed to contain at least one
sustainability attribute

How they work:

The unique perspectives and diverse talents of their people make the CHARLES &
KEITH Group what it is today.

From the boardroom to their stores, they want to nurture their people so that each
individual can realise their potential, and collectively they can unleash the potential
of fashion for good. That’s why they’re creating an atmosphere that opens doors to
opportunity. A culture that is open to new processes, encourages collaboration,
supports communities and inspires ambition. Conditions that embolden them to be a
business that gets better each day.

Their greatest chance to change the world doesn’t just lie in the products they make.
It lies in their people and the places that make them happen.

Actions to be taken:

 They will Evaluate their Head Quarter office and all their Singapore stores
against the Singapore Environment Council’s Eco-shop and Eco-office
standards

 They’ll Cut down the amount of paper they use in all Singapore offices and
stores by half (2020 vs 2019)

 Increasing the amount of sustainable store equipment annually – from

lighting to furniture and displays

 They will Update their HR policies to ensure they are a modern, inclusive
business that promotes employee wellbeing

 Training all new joiners on their updated Code of Business Ethics and
equipping them with basic sustainability knowledge

 Establishing sustainable product guidelines and providing their design teams

with additional training on sustainable product development
  Giving their team members in the Singapore Head Quarters two paid
volunteer days each year to give back to their community

 Collaborating on products with regional social enterprises aimed at

empowering women

BY 2025

 They will support their Singapore-based team members, from 2020, to devote
15,000 hours of their work-time volunteering to improve their local
community

 They will have at least one pilot eco-concept store or office space to inspire
sustainable best practices across the industry. [ CITATION Our20 \l 1033 ]

INDIA SCENARIO

Today, the luxury market in India garners huge attention as most of the global luxury
brands have already arrived or are expected to enter. Luxury retailers have realized
that India is one of the world's most vibrant, diverse and challenging markets for
brands that want to capture this market. Success of luxury brands is mainly
determined by their ability to understand the complexities of Indian market, to
innovate and tweak their strategies to provide affluent consumers unique and
bespoke brand experience. India is a distinctive and multifaceted market and reveals
a pot-pourri of cultures, customs, and history. 

Recently, government has approved 100% FDI under the automatic route for single-
brand retail trading and also eased the mandatory local sourcing norms. This would
provide greater flexibility to the global retail brands and increased consumer access
to global brands.

Indian buyers give a huge importance to perception and value. Quality and
craftsmanship is a selling point but not decider point for Indians, it is prestige that
people associate with brand that they are paying for and therefore more than
anything else it is perception of the brand in the country that is either making a
brand successful or is creating struggle.  

Affordable luxury brand Charles & Keith has been successful in capturing the hearts
of young aspirational Indian buyers. These international brands give an option to the
brand-conscious Indian shoppers to buy status symbols at a much lower prices than
the average luxury brand. According to Euromonitor International, this segment is
rapidly growing at the rate of 40% per annum, outpacing rest of the segments.
Charles & keith is stepping up its expansion plans to open more doors and grow its
online presence, said a senior company executive.
The premier international fashion accessories brand retailer, which has been in India
since 2010 with stores now, plans to have over 50 stores in the next 3-3.5 years.
Online revenue is expected to grow from less than 5% currently to over 25-30%. The
planned expansion comes on the back of new malls being opened by specialist
shopping centre operators. Moreover, the online retail market has matured in the
last seven years.
Over the last three years, retail mall development has consolidated with a handful of
specialist shopping centres operators, who among themselves had close to 10
properties. These mall developers have strong financial partners or funds backing
them up and are now opening about 40-50 new properties in the next five years. For
example, The Phoenix Mills Ltd, which operates six malls now, plans to double its
retail portfolio, according to a CNBC report.[ CITATION Sap18 \l 1033 ]
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Arun, A 2013, Copy of NM3215 Charles & Keith Advertising Strategy,

http://prezi.com/c4evb9xyg9fl/copy-of-nm3215-charles-keith-advertising-strategy/

Channel News Asia 2013, ‘Inflation in 2013 expected to be 3.5-4.5%: MTI, MAS’,
Channel News Asia, 08 April
http://www.channelnewsasia.com/news/singapore/mti-expects-inflation-
in/632130.html

Charles & Keith 2009, Charles & Keith The Winter’09 Fashion-phile, Charles & Keith
Singapore PTE LTD,
http://www.charleskeith.com/media/CharlesKeith/press/fashion/ck_09_winter.pdf

Wijerathne, W.P.T.U.P. and Wanninayake, W.M.C.B., 2016. The Impact of Brand

Personality on Customer Buying Intention: In the Case of Charles & Keith Brand in
Sri Lanka. http://repository.kln.ac.lk/handle/123456789/17164

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