A presentation by Fashion Merchandiser - Mitali Thakur
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.
“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.
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
“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.
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
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
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%.
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.
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.