Charles and Keith Analysis
CONTENT PAGE Content | Page | 1. INTRODUCTION a) Background information b) Retailing Industry | 3 | 2. ANALYSIS AND EVALUATION i. Market Segmentation ii. Marketing Strategies * Price, Promotion, Product, Place iii. SWOT analysis iv. Environmental scanning * Porter’s 5 competitive forces analysis | 4-6 | 3. REFLECTION | 6-7 |
REFERENCES
APPENDICES A. DBS Dialogues Tracks Charles & Keith 's Steps to Asia, Middle East and Europe B. Retail Sales Index, Food & Beverage Services Index (March 2012) C. The world is at his feet D. Singapore retail industry faces challenges ahead
CHARLES AND KEITH
INTRODUCTION
BACKGROUND INFORMATION
Charles and Keith is one of the many popular brands in Singapore that made it worldwide. It is known for its women’s footwear as well as accessories such as handbags and wallets. Established in 1996 by Charles and Keith Wong, it started as a small and simple shoe store at Amara Hotel arcade in the Central Business District. (APPENDIX C) The brand soon became very popular within the next 2 years and seeing the potential for further expansion, Charles & Keith expended into the South East Asian market due to the similar climate and culture. A few years later, they ventured into many other countries all around the world. Charles & Keith was also the first retail company to launch an online store in Singapore.
Today, Charles & Keith have set up more than 20 outlets in major shopping centers and suburban malls in Singapore and it is now an international brand with over 190 franchises in 27 countries namely in Asia, Europe, Middle East as well as Africa and it is also a parent company for the luxury brand Pedro. Pedro was introduced in 2005, with a line of men’s footwear, which soon became a luxury brand for both men 's and women’s collections, together with the introduction of the Charles & Keith Signature Label.
RETAILING INDUSTRY
Charles & Keith are now at the forefront of the footwear
REFERENCES
APPENDICES A. DBS Dialogues Tracks Charles & Keith 's Steps to Asia, Middle East and Europe B. Retail Sales Index, Food & Beverage Services Index (March 2012) C. The world is at his feet D. Singapore retail industry faces challenges ahead
CHARLES AND KEITH
INTRODUCTION
BACKGROUND INFORMATION
Charles and Keith is one of the many popular brands in Singapore that made it worldwide. It is known for its women’s footwear as well as accessories such as handbags and wallets. Established in 1996 by Charles and Keith Wong, it started as a small and simple shoe store at Amara Hotel arcade in the Central Business District. (APPENDIX C) The brand soon became very popular within the next 2 years and seeing the potential for further expansion, Charles & Keith expended into the South East Asian market due to the similar climate and culture. A few years later, they ventured into many other countries all around the world. Charles & Keith was also the first retail company to launch an online store in Singapore.
Today, Charles & Keith have set up more than 20 outlets in major shopping centers and suburban malls in Singapore and it is now an international brand with over 190 franchises in 27 countries namely in Asia, Europe, Middle East as well as Africa and it is also a parent company for the luxury brand Pedro. Pedro was introduced in 2005, with a line of men’s footwear, which soon became a luxury brand for both men 's and women’s collections, together with the introduction of the Charles & Keith Signature Label.
RETAILING INDUSTRY
Charles & Keith are now at the forefront of the footwear
References: B. Retail Sales Index, Food & Beverage Services Index (March 2012) C