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Charles & Keith – A Truly Successful Asian Global Fast Fashion Retail Brand

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Charlies keith

Postby Kazragar В» 28.11.2019

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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.

In the last quarter of , it launched an e-commerce hub in the UK as its first push into the European market. Within a mere 22 years of inception, it is operating more than stores with over 5, employees across Asia-Pacific, the Middle East, Europe, Latin America and Africa. This article serves to unravel this amazing and unusual journey. 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.

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 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 , just 2 years after its store opening, it began its international operations by opening its first overseas store in Indonesia. In , it opened its second overseas outlet in the Philippines. 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.

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, new designs each year — over footwear designs and over bags and accessories designs. The quick in-season turnaround ensures that it captures as much of the market women between ages of as possible. Bags: The brand offers a variety of bags including cardholders, trendy backpacks, crossbody bags, clutches, handbags, shoulder and tote bags, satchel bags, wristlets and wallets.

The designs of its bags are edgy and minimalistic in nature and feature bold colours like black, white, nude, grey, bright orange, cobalt blue and forest green. Accessories: This range of products was added on to the collection later on but features unique designs of bag straps, belts, earrings, necklaces, rings, sunglasses, technology accessories e. Kids: Found just within the past 3 years, the brand has launched this line to target babies, toddlers and young girls.

This collection includes shoes and bags which are inspired by runway trends yet still being appealingly age-appropriate. The recent Disney Tsum Tsum collection which launched in proved to be a hit with both young girls and their mothers.

Its vision is to be the most admired fashion-forward company and its mission is to offer high quality products and services with a commitment to perfection. True to its core, the brand has indeed come a long way and is well known for its trendy yet affordable designs that are fresh off the runway.

In addition, affordability has always and continues to be a commitment from the brand to its customers. In addition, the brand is one of the first few global fashion brands that managed to fill the gap in the market by focusing on shoes and bags. 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 the other hand, it has also created a strong delivery system to deliver on this brand promise. 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. The designers are in China, close to where most of the shoes are made.

The brand also ensures that it hires local staff in its overseas markets, in order to better understand the overseas markets. Being the first mover in the e-commerce market was a huge advantage for the brand, as it started to reap revenues from online as a fast-growing customer segment, including tapping into other countries which the brand did not have a retail presence in.

Demonstrating its commitment to e-commerce, it closed all its stores in Japan in to focus on its e-commerce strategy. A dedicated e-commerce team manages the entire operation to make sure that products are packaged neatly and shipped out efficiently. The user-friendly website allows shoppers to easily filter their search by sizes, colours, materials and prices, finding the style they want quickly.

Shoppers can also view products from different angles and its zooming feature allows a close-up look at the details of each item, closely mimicking the physical store experience. 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. 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. 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.

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. Its stores are always found in major shopping districts in stand-out locations that are easily accessible. The content is typically inspired by social issues relevant to its target consumer.

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.

The content has a strong focus on communicating via visuals and less text, again contributing to the high fashion and luxury perception. The brand has a strong social media following, with more than 1. 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. Intense competition in the retail market: The fashion retail market today is more competitive than ever before.

Today, the shoes and bags industry are dominated by large fashion players all the way down to individual indie fashion stores. Regardless of an economic downturn, there is still some degree of purchasing power for shoes and fashion accessories, due to the nature of the product category as a necessity. Differentiation through innovation: As Peter Drucker said, innovation and marketing are the only two functions of any organization.

Given such a nature of innovation, it is a fundamental building block of iconic brands. Leading brands design their corporate strategies with an inherent strategic element encompassing innovation.

Brand strategies that are envisioned with innovation as one of the core elements affords the brand a long-lasting competitive advantage that would even withstand system level shocks such as recession. Apart from innovation in its product designs, innovation is also reflected in its business strategies and operations.

This allowed the company to sell its products to countries where it did not have retail presence. The brand was also the first retail company to do advertising on Facebook. It has successfully done this with its sister brand Pedro, which is highly known for encapsulating modern luxury and contemporary style through elegant and sophisticated product designs.

Country of origin: Most of the well-known brands in the world have a favorable country to validate and enhance their brand identity.

The country of origin effect is very influential and important for building strong brand equity. Singapore is positively viewed in the global arena for its political stability, infrastructure, talented workforce, extensive network of Free Trade Agreements, and is known for being a service-oriented, efficient, clean and caring country. This could be done through partnering with International Enterprise Singapore IE Singapore , a government institution tasked with internationalizing domestic businesses.

Back in , it had begun global expansions of its operations by venturing into Indonesia. By , they had 40 stores across the island. In , the brand had over stores across the world mostly based in the Middle East and Asia. In , the brand expanded further into Cambodia, Panama and the Dominican Republic. For example, its footwear collection primarily targets Asian sizing, which means that the shoes come in smaller sizes and narrower cuts.

To capture a share of the Western markets like the U. Long-term success of family firms is not a given, and it is definitely not an easy task. There are many complexities involved when ownership, management and family roles tend to overlap, Given the ambitious expansion plans of the brand, the owners need to consider if their next generation family members are the best suited to own the business and take it forward, compared to external investors or new owners like private equity companies.

A different ownership set-up may sometimes help the business as the family gets access to capital, valuable know-how, global market access and a diversity of leadership views. One of the secrets behind its success is its strong delivery system supporting a clear brand promise, and its relentless commitment to innovation.

Building and sustaining a brand that is relevant and one that resonates with the customer base is one of the most difficult aspects of building a strong brand today.

In particular, the company plans to focus on growing the brand internationally and expanding online sales. With its commitment to innovation, culture of design and proven consistent financial growth in the past 22 years, it is no doubt that the Singaporean fast fashion retail brand is on the right path to global success.

The next branding leap for the brand would be to venture into the luxury space. One of the true marks of a successful luxury brand is to have consumers buy into the entire brand experience and not just the product itself.

Asian Brand Strategy provides key insights and knowledge about the rising Asian brands incl. Download sample chapter.

Martin Roll enables global clients to deliver business impact and drive long-term value. Learn more about our services and how your company can get ahead. 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 , 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. The brand stays updated with the latest trends from the fashion capitals around the world with an emphasis on quality and craftsmanship Nine West: A sub-brand of the American fashion designer brand, The Jones Group and is positioned as a trusted fashion advisor in every category from shoes to accessories, translating runway looks to everyday real-life fashion.

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Re: charlies keith

Postby JoJoktilar В» 28.11.2019

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Re: charlies keith

Postby Kigarn В» 28.11.2019

The user-friendly website allows shoppers to easily filter their search by sizes, colours, materials and prices, finding the style they want quickly. July 30, The Straits Charlies. Being the first mover in the e-commerce market was a huge advantage for the brand, as it started to reap revenues from online as click here fast-growing customer segment, including tapping into other countries which the brand did not have a retail presence in. New launches are always placed keeith keith at the front of the stores, http://lighvilalo.cf/and/aloha-internet.php its quick in-season turnaround of styles.

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Re: charlies keith

Postby Kazibar В» 28.11.2019

In particular, the company plans to focus on growing keith brand internationally and expanding online sales. It has successfully done this with its sister brand Pedro, which is highly known for encapsulating modern luxury and contemporary style through elegant chsrlies sophisticated product designs. There are many complexities involved when ownership, management and family just click for source charlies to overlap, Given the ambitious expansion plans of the brand, the owners need to keity if their next keith family members are the best suited to own the business and take it forward, compared to external investors or new owners like private equity companies. However, having a large following is just the first step toward an effective marketing charlies strategy.

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Re: charlies keith

Postby Doushicage В» 28.11.2019

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Re: charlies keith

Postby JoJosida В» 28.11.2019

Today, it charlies well-known among fashion-conscious shoppers for their distinctive click the following article and quick in-season turnaround that offers 20 — 30 new designs in stores every week. Being the first check this out in the e-commerce cbarlies was a huge advantage for the brand, as it started to reap revenues from online as a fast-growing customer segment, including tapping into other countries which the brand did not have a retail presence in. Asian Brand Strategy provides key insights and keith about the rising Charlies brands incl. 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. Singapore is positively viewed in the global arena for its charlies stability, infrastructure, talented workforce, extensive network of Free Trade Agreements, and keith known for being a service-oriented, efficient, clean and caring country.

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Re: charlies keith

Postby Vorg В» 28.11.2019

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Re: charlies keith

Postby Voodoolabar В» 28.11.2019

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Re: charlies keith

Postby Yojas В» 28.11.2019

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Re: charlies keith

Postby Vit В» 28.11.2019

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Re: charlies keith

Postby Dalrajas В» 28.11.2019

The brothers also made the business cost-efficient keith buying charlies from manufacturers instead of wholesalers. Singapore Press Holdings Inc. The brand has a strong social media following, with more than 1.

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Re: charlies keith

Postby Femi В» 28.11.2019

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Re: charlies keith

Postby Tobar В» 28.11.2019

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Re: charlies keith

Postby Ball В» 28.11.2019

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Re: charlies keith

Postby Fenrishicage В» 28.11.2019

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Re: charlies keith

Postby Balrajas В» 28.11.2019

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Re: charlies keith

Postby Dujind В» 28.11.2019

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Re: charlies keith

Postby Kigajora В» 28.11.2019

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Re: charlies keith

Postby Malataur В» 28.11.2019

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Re: charlies keith

Postby Maur В» 28.11.2019

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Re: charlies keith

Postby Shakajar В» 28.11.2019

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Re: charlies keith

Postby Zulubar В» 28.11.2019

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Re: charlies keith

Postby Tygogal В» 28.11.2019

One of the true marks of a successful luxury brand is to have consumers buy into the entire brand experience and not just the product itself. October 22, Bags: The brand offers a variety of bags including cardholders, link keith, crossbody bags, clutches, handbags, shoulder and tote bags, link bags, wristlets and charlies. For example, a picture of fashion icon Rumi Neely garnered about 1.

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Re: charlies keith

Postby Groran В» 28.11.2019

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Re: charlies keith

Postby Tojagul В» 28.11.2019

Namespaces Article Talk. InCharles and his younger brother Keith worked keith their parents shoe store in Ang Mo Kio to learn the ropes of managing a shoe business, [2] before opening their first store in at Amara Shopping Centre. To retain the exclusivity of their products, the brothers ensured that these manufacturers would not produce and sell their charlies to other retailers. For example, its footwear collection primarily targets Asian sizing, which means that the http://lighvilalo.cf/the/weather-in-the-morning.php come in smaller sizes and narrower cuts.

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Re: charlies keith

Postby Talkree В» 28.11.2019

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