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Retail Store Strategy
Friday, May 28, 2010, 1:52 PM
Target Market


As we already knew, Charles & Keith provides a large variety of shoes for women. With their chic & elegant shoes, they mainly targets young, middle-income working women, who seeks a perfect combination of comfort and style. They range from those in their mid 20s to late 30s. Charles & Keith, as a brand, managed to be women's number one choice due to their unique design of shoes, bags and accessories all at an affordable price. That makes them well-known in Singapore and the region up to this date.


Charles & Keith Signature Label
This line, which was launched in June 2007, costs 30 per cent more than the original Charles & Keith range. This is because genuine leather is used and more attention is paid to details. But don't expect a wide range of fashionable styles and vibrant colours as the Signature Label focuses on 'sophisticated glamour'. This means that while you won't get styles hot off the catwalk, the shoes can still take you from boardroom to club.




This range targets women who prefer understated, timeless style over fads. This range will complement, not distract from, that work suit or little black dress.




Retail Format


Charles & Keith is a specialty store because it specializes in manufacturing its own label of shoes, bags and other accessories such as sunglasses and belts for women. Its stores are located at major shopping malls such as ION Orchard, Wisma Atria, Raffles City, and Marina Square as well as at heartland areas like Junction 8, Novena Square, Anchorpoint, Parkway Parade and Jurong Point. Charles & Keith also retails through the internet channel with an established website that delivers around the globe.


Charles & Keith is classified as fashion-forward because the merchandise designs follow closely to the trends and seasons as it has Fall Collections and Summer Collections.

Sustainable Competitive Advantage
This shoe retailer, their ability to interpret trends in the fast fashion industry that underlines its unique competency and galvanizes its business model, allowing it to emerge as a leading shoe brand in Singapore and the region. Keith, as one of the designers in the team, always bring out the best designs and collection every season to offer to their customers who seeks the latest trends.