They claim to be recognised as a complete lifestyle brand that translates looks from the runway to “real life fashion”. 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”. 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”. CompetitorsĪldo, 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. Sponsor of accessories at major magazines increases exposure and awareness. Constantly and consistently winning awards and covered in ST, Men’s Folio and more.
Owns 30 over factories in Malaysia and china.
#Charles and keith micro bag full#
Staffing gaps are plugged by part timers although they do not have the level of product knowledge full timers do. Consumers don’t really have a high brand loyalty, due to saturated industry. Micro Analysis (Internal) Customersġ8-45 years old, mid to high level of disposable income. 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. 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. Charles & Keith’s Signature Label’s prices ranges from $69.90 to $99.90. 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. This way, they create short-term sales therefore it will generate higher traffic. Those items that are on discount are items from last season which they intend to clear its stock. To continue to generate sales from outdated products they frequently hold 30% discount on selected items. CK counters that by bringing in at least 15-20 new designs every 2-3 weeks. Generally fashion products have shorter PLC. Augmented product is additional benefit of purchasing Charles& Keith shoes, for instance, good quality and unique design This step is important because it differentiates their shoes from their competitor.
At this level, the marketer will set up the design, style, brand, quality and packaging of Charles & Keith shoes. Second level, actual product is the physical form of the Charles & Keith shoes. Basic benefit of shoes is having comfortable footwear to walk. First level, core product is not the tangible, physical product, because core product is the basic benefit that Charles & Keith shoes can bring to user and it is also the main reason why user bought it. Products can be divided into three level, they are core product, actual product and augmented product. International luxury goods conglomerate of LVMH (Louis Vuitton Moet Hennessy, acquired 20% of Charles & Keith. The brand emphasises its attention to detail, with the aim of creating “emblematic looks” for the elegant and sophisticated. Encapsulating modern luxury and contemporary style, by offering a “smart twist of timeless classics with international influence”. Under the Charles and Keith group, there is also Charles and Keith Signature label and Pedro. It is a fast fashion brand, with a key focus on footwear and accessories.
Charles & Keith group needs to extend their product line as well as adding new product lines to keep up with the expectations of this market so that they can grow with their consumers. The marketing environment has been very receptive to the firm’s high-quality goods- classy and sophisticated footwear and accessories with an affordable price tag. Over the next few years, Charles & Keith can increase its distribution, offer new products, and win new customers IntroductionĬharles and Keith (CK) founded by brothers Charles and Keith Wong in 1996. The organisation has experienced greater-than-anticipated demand for its products, and research as shown that the target market of trend conscious consumers would like to buy more of Charles & Keith’s current offering. This marketing plan for Charles & Keith Group serves to analyse Charles & Keith’s success thus far and make recommendations on its future.
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