Charlotte Russe

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A presentation about the Charlotte Russe brand, target market, product assortment & marketing mix.

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Charlotte Russe

  1. 1.   A presentation by Fashion Merchandiser - Mitali Thakur
  2. 2. BRAND OVERVIEW  35 year old “fast fashion” seller of trendy, value-priced apparel, shoes & accessories. Owned by Advent International Group.  Multichannel retailer with 500 stores in 45 states & Puerto Rico; website: www.charlotterusse.com  Core emphasis on “teen” growing to include “millennial” shoppers.  Mobile & online sites built with youthful, on-the-go consumers in mind.  Invests in Social commerce & integrated with Facebook.   Competitors- H&M, Foever21, Rue21,Wet Seal, American Eagle, Aeropostale, Abercrombie & Fitch.
  3. 3. “THE CHARLOTTE RUSSE GIRL”   Core demographic age group – 15 to 22 years.   Life Stage – From entering high school to graduating from University; Economically dependent.   Taste – Prefer on-trend value priced merchandise.   Culture – Trendsetter, Tech-savvy, social both on & offline, impressionable, consults friends before making purchase decisions.
  4. 4. TRENDSETTERS
  5. 5. WARDROBE: CORE DEMOGRAPHIC (15-22 YRS)" Casual Day Look Day-to-Night Look Weekend Look Night- Out Look  Clothes   New & Wow   New & Wow   New & Wow   Tops   Online Exclusive   Denim   Online Exclusive  Lace Back Tie Front Tee-   Lattice cutout Dress-   Dollhouse crop Jacket-   Chiffon Twist Dress - $16.99 $26.99 $36.99 $32.99
  6. 6. “THE CHARLOTTE RUSSE GIRL”   Secondary demographic age group - 22 to 30 years.   Life Stage- From recent graduate entering the workforce to becoming economically independent.   Taste – Prefer sophisticated value priced merchandise.   Culture – Fashion Forward, Cautious consumer, puts premium on speed, ease, efficiency & convenience. Interacts with brands via social media & mobile among other devices.
  7. 7. WARDROBE: SECONDARY DEMOGRAPHIC (22-30 YRS)" Day Look Day-to-Night Look Weekend Look Night- Out Look   Clothes   Online Exclusive   New & Wow   New & Wow   Blazers & Jackets   Body Con   Online Exclusive   Online Exclusive   Mustard Ponte Blazer-   Millennium Pencil Skirt -   Button Back Polka Dot   Delicate Lace Peplum $34.99 $16.99 Tank -$21.99 Dress-$39.99
  8. 8. Tops - $7.00 to $29.99MERCHANDISE ASSORTMENT"     Dresses - $16.99 to $39.99   Blazers & Jackets - $26.99 to $39.99   Skirts - $9.99 to $26.99   Shorts - $18.99 to $24.99 Clothes   Leggings - $8.99 to $16.99   Pants - $22.99 to $ 34.99   Denim - $14.99 to $36.99   Intimates - $3.00 to $24.00   Wedges - $32.50 to $45.50   Pumps - $25.50 to $47.50   Booties - $26.50 to $50.00   Boots - $30.00 to $50.00 Shoes   Sandals - $17.50 to $45.50   Flats - $17.50 to $34.00   Shoe Care & Accessories - $5/$7   Jewelry - $6.00 to $12.50   Bags - $7.50 to $32.50   Scarves - $9.50 to $10.50   Belts - $7.50 to $10.50 Accessories   Hats - $12.50 to $7.50   Hair - $3.50 to $7.50   Tights- $6.50 to $14.99   Sunglasses - $5.50   Refuge Perfume - $10.99   Color - $19.99 to $34.99   Pattern - $14.99 to $34.99 Denim   Refuge - $29.99 to $34.99   Skinny - $29.99 to $34.99   Boot cut - $32.99 to $34.99   Flare - $34.99   Shorts & Crops - $19.99 to $26.99
  9. 9. MARKETING MIX"   Aim- Lead the way in marketing products &DRIVING brand online, on mobile,ENGAGEMENT & as well as in-store.LOYALTY   SuccessfulCampaigns include - Mobile “Mystery Date” campaign. In 3 days mobile database grew by 33%.
  10. 10. ONLINE MARKETING MIX"UNIFIED SHOPPING EXPERIENCE" Online Campaigns - Fierce Deals, BoGo, Online Exclusive products, BFF News Feed & Happy Hour links. Dynamic online display ads deliver high returns due to relevancy. Integrated Facebook network strengthens the C.R. community of shoppers & enables conversations to unfold on the entire shopping experience. Customer Engagement Channels include: Facebook, Twitter, YouTube, Pinterest.
  11. 11. On TrendAll the information, graphics & data used in this presentation are owned, controlled, or licensed by Charlotte Russe & are protected underthe United States copyright laws. By no means will the information used herein be exploited & disclosed in any manner except for theexpress use of it during this interview.

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