the personality of extravagance fashion brands

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Charles and Keith is a multinational firm that is fashion industry working with brand coming from Singapore. It includes both in a number of and ladies fashion collections. Their products include ties, shoes, belts, wallets, sunglasses and others. The company is owned by Charles Wong and his brother Keith Wong. It was founded in mil novecentos e noventa e seis in a place called Amara Shopping Hub in Singapore.

The purpose of this kind of report should be to highlight the progress manufactured by Charles and Keith considering that the day it was founded and its particular future ideas.

The survey includes research of the business, their consumers’ profile as well as the products provided. A comprehensive examination has been performed on customers demand applying SWOT evaluation method. It includes revealed strengths such as good brand name, uniqueness and value of the merchandise, weaknesses, and opportunities accessible to Charles and Keith including online market and threats. Further, porter’s five pushes have also been performed. Other evaluation carried out contain STEEPLED and VIRO.

It will also give background information about the company.

Consequently, the survey will mention business tricks of Charles and Keith, it is financial preparing as well as it is management things to consider. At the end, the report includes conclusion and recommendations built after undertaking the analysis.

The future of the Charles and Keith appears bright. This is due to our estimates highlights that new marketplace will emerge in Chinese suppliers whose economic system has grown with over 10% in the last five years and Russia. Expenses on fashion in the expression is also supposed to increase in another one year Charles and Keith is a popular brand that deals with can certainly bags, belts, shoes and sunglasses. It absolutely was started in1996 by two brothers; Keith Wong and Charles Wong. The closed fist store was opened in Amara Buying centre in Singapore. Charles and Keith is a international chain that has more than one 100 and seventy outlets around the globe. The company boast of getting awards like The Enterprise Award for Singapore Business Award in 2008 and Excellent Services Award in 2002.

For a tender age group, the two friends acquired the relevant skills of jogging business via helping all their parents within their shoe shop in a place called Ang Mo Kio. Charles opened a boot store in Amara when justin was twenty two and two years afterwards his brother Keith became a member of him more than a decade ago. Keith was in charge of designing shoes and boots while close friend dealt with sales. To enable all of them deal with competition, they started buying all their stock supply by china manufacturer instead of Singapore. They proceeded to open twelve more retailers in main suburban department stores and buying centres in Singapore. It was not until 2000, that they can began opening outlets international.

Product of Charles and Keith appealed to both equally local and international customers because of their low prices and uniqueness since they have an in house design and style. Charles and Keith became a brand pertaining to selling could and gents collection in 2007. Many increased to add bags, jewelry, wallets, sunglasses and devices for men and women.

Charles and Keith should increase their stores from current 170 to 500 in the next five years. In order to appeal to changing taste and preferences of customers, they created a crew of 70 designers. These kinds of designers will be led by Keith and so they come up with new designs and trends monthly. Charles and Keith established themselves as the utmost preferred company in fashion sector.

IndustryBusiness Description

Charles and Keith is in style industry. This season, the market was worth over money 2, 560 trillions. In US by itself, over money 20 billion dollars are spent on fashion each year and it generates earnings of bucks 250 billion annually. Males wear is expected to surpass $ 402 billion in 2015 whilst women wear is likely to exceed bucks 621 billion dollars by the same year. Vogue industry keeps growing and new market carries on t come up. An example is usually China. Our economy of Cina grew simply by more than 10% in the last five years; it has led to Chinese language citizen become interested in luxury goods since symbol of status. This kind of presents an extensive market to get companies like Charles and Keith.

Charles and Keith produce products and footwear. It provides a keep market sector and its three brand names will be Charles and Keith, Charles and Keith signature labeled and Pedro Group Pte Ltd. Two of its products are certainly not sold through wholesale or perhaps distribution. Dispenses are used to sell off Charles and Keith and Charles and Keith signature label since sales providers all over the world wherever they have retailers.

Their products happen to be stilettos, exotic pumps, fashionable bags, sun glasses, heels and wallets. The organization of the organization is democratic and they include a culture of taking the opinion of stakeholders aboard whenever they make decision. The near future plans of Charles and Keith is usually to expand systems and improve the number of stores from the current 170 to 500 in five years time.


From the evaluation above, it can be clear which the company includes a strong brand. This gives the company the strength to charge quite high prices mainly because their consumers put further value on brand name. The statement “Charles and Keith has a very positive effect on the success of the corporation. SWOT evaluation shows that Charles and Keith reap large profits as a result of having price advantage.

It truly is observed in the analysis that Charles and Keith features strong administration. This helps this unleash the potential and utilize it strength while at the same time eliminating weaknesses. The merchandise of Charles and Keith are one of a kind and as such they are really easily recognized from their opponents. This makes it possible for the company to charge excessive prices because their products are differentiated.

Additionally it is observed that Charles and Keith shortage a level. This causes the company to acquire high cost every unit of output. This kind of ends up creating a long lasting impact on the company which in turn reduces the significance of the company. Deficiency of scale the actual company include low revenue than it will. Five porter’s forces include revealed that the suppliers are much less powerful because the company requires a large number of inputs from distinct suppliers.

It can be further discovered that their customers are very powerful that they decide the future of the company. Nevertheless their products will be cherished by many people people, the customers’ transitioning cost is very low which improves their power. Further, Charles and Keith are not threatened by new entrants into the industry mainly because they have one of a kind products and their customers are faithful to all of them.

Charles and Keith has a good organization strategy in order to them penetrate the extremely competitive market. Their approach involves marching ideal workers to the proper job. This provides them a chance to realize full potential also to be impressive. It causes them to be to be remarkably organized. All their human resources management is usually competent and hires different, skills set, ideas and nationality. This will make them have strong task responsibility and serve consumers better.

They also have a strong combination of design and affordability. Because of this even in the period of downturn the company will continue making huge revenue. It has helped the company a great deal by employing multiple strategies in carrying out business. They authorized regional distributors and gave franchises licenses. They also agreed upon manufacturing firms. It has aged passionate employees in the clubs. Their creative imagination, passion and the learning spirits make the manufacturer strong.

The firms motivating element is said to be new business goals that bring alter. The company features social responsibility which promotes their staff to have ethical behaviors. The organization is supported by DBS, a huge bank in Singapore, which will give shows the finances to expand their very own operations. They may have an effective financing teams giving them advice on how to accomplish their procedures in most fruitful and rewarding ways. The management of Charles and Keith has been seen to get democratic. They take views of everyone whenever they are making decisions. When developing organization, they recognize new sectors and market segments and come up with good ways to enter whilst positioning and strengthening their very own brand.


Charles and Keith should take complete advantage of on-line markets. They will expand and increase their organization at almost no expenses. This may bring an optimistic impact on the organization in the long run. It could increase their worth and give all of them a competitive edge above their rivals because on the web market is defendable easily. The corporation should continue to support development because style and tastes of their clients keep on changing at a faster rate compared to the rate where they bring new products on the market. Innovation and new product will increase their consumer bottom and at the same time enhance their business. This kind of brings short-term as well as long run positive impact in to the company.

With only 169 outlets in the world, Charles and Keith will be missing out on significant market in the world. They should increase their operations inside the international industry. This will not simply increase revenue but likewise give them a competitive advantage. This is because when they enter a certain international marketplace before their competitors. They are going to dominate it and build client loyalty. They will also use income generated in a few of their outlets overseas to operate a vehicle out competition elsewhere where competition is usually stiff.

They should also consider shifting their industries to locations where cost of production is low. This can be regarding cheap labor or inexpensive raw materials. This will likely increase their profits and be able to affordable prices in order to battle competition. Since they only manage franchises and distributors, they have to form partnerships with other firms. This will make synergy which usually benefits all of them. This would as well make them get pleasure from other rewards that they cannot have attained on their own.

The company is facing stiff completion in the industry. I therefore suggest they start off acquiring their particular competitors particularly the ones which have been in deep financial crises. They can as well deal with competition by blending with other businesses. Through this kind of Charles and Keith could make huge profits because they will change from getting price taker to selling price setter. Introduction of weighing scales will make the organization. The administration of Charles and Keith has failed in addressing the difficulties of availability of threats. This makes the company not able to increase prices because buyers will in order to their close substitutes. This is a real danger that in the event not addressed could bring short term and long term negative effects. This risk can be conquer through aggressive marketing strategies, differentiating products and building strong customer loyalty.

Charles and Keith should have a scale that measures the charge per product of outcome. This will permit them to increase the volume of creation while at the same time lowering cost. Bringing out scale ensures that the company begins realizing short-term positive effects through value addition or else the company can continue operating without making the most of on their methods ad producing low earnings. The company ought to increase their advertising campaign campaign and capitalize prove brand name as we have seen throughout the above research that it is their major power. Currently the company has 3 brand names, it will come up with other brands to faucet on different unexploited sectors. This will help all of them diversify their operations and increase earnings. They should likewise put potency and efficacy in getting clients since current customers are loyal for their product.


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