intro to retailing retail store analysis: charlotte … · company overview mission statement at...
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INTRO TO RETAILING
RETAIL STORE ANALYSIS:
CHARLOTTE RUSSE
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COMPANY OVERVIEWMission Statement
At Charlotte Russe, our mission is to inspire our girls to be and feel amazing every
day. We not only listen to our Charlotte Girls, but we're all Charlotte Girls at heart.
We believe that everyone can make a difference and everyone has a voice.
Charlotte Russe is a dynamic, creative, and intensively collaborative environment that
believes an open, honest, and supportive approach empowers our people to be their
best.. Come join the team and see what a difference you can make!
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COMPANY OVERVIEW
● “Fast Fashion,” Specialty Store, Trendy Apparel,
Shoes, Jewelry, & Accessories
● 560 Stores in US and Puerto Rico
● Low Price ($50 MAX) *Except Online
● Key Competitors- H&M, Wet Seal, Dep Shops, and
Forever 21
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HISTORY
In 1975 Lawrence
Merchandising
Corp. opened
their first store
named after their
favorite childhood
desert.
Charlotte Russe
Created Lawrence
Merchandising Corp.
Founded by Daniel Lawrence
& his two brothers.
Expanded
along
Southern
California
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COMPANY PLANS
● CEO Jenny Ming
● Re-Vamped Charlotte
Russe branding.
● On the Rise- 700 store in
the next 4-5 years.
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STORE FORMAT
● Chain- 2 Corporate Headquarters
● Multi- Channel Retailer
Brick & Mortar
Website
App
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TARGET MARKET
Trying to broaden
age demographic
from 15-22 to 15-
29. (Union Tribune)
● Appeals primarily to teens
& young adults.
● Service both ends of
target effectively
● Carrying styles that
appeal to both ends,
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VALUE/VALUE CHAIN
“Trendy, Not Spendy!”
Sales- BOGO
“Happy Hour”
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CUSTOMER SERVICE
Different then their competitors,
Charlotte Russe prides
themselves on being the only
“fast fashion” retailer that offers
real one-on-one customer
service.
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SITE/LOCATION ANALYSIS
● Located in largely
populated and
suburban shopping
malls.
● Works well with target
market
● Outlet stores
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PRODUCT
● Carry Narrow & Shallow
Assortment
● Private Labels
● Own Label
● Refuge Denim & Perfume
● National Shoes Labels- Bamboo
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PRODUCT
● “Fast Fashion”
● Moderate to Low quality
● “You Get What You Pay For..”
● Fashion based but very feminine, with
staples, and seasonal for cold weather
stores.
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PRICING STRATEGY
● Low Price
● “Celebrate Trendy
Fashion at Surprising
Value.”
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VISUALS ● Re- Vamp of
look● Bright & Loud● Club/Party
Atmosphere● Fun Signage-
Pop Culture, Catchy Phrases
● Spine Layout- Force
Shoppers to walk on all parts
of store.
● “Trend Zone”
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ADVERTISING/PROMOTIONAL USAGE
● No Radio or TV!
● Social Media
● Instagram-
#Charlottelook
● Text to WIN!
● “Get It Don’t
Regret It”- Happy
Hour
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RECOMMENDATIONS?
● Textiles- NO MORE
RAYON!
● Adjust the fit of clothes
● Adopt trends faster
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REFERENCES
Weisberg, Lori. "Changes in Store for Retailer." U-T San Diego. N.p., 4 Apr. 2010. Web. 15 Nov. 2014.
"Trendy Women's Clothing, juniors, Shoes & Dresses: Charlotte Russe." Trendy Women's Clothing, juniors, Shoes & Dresses:
Charlotte Russe. N.p., n.d. Web. 7 Nov. 2014.
"Company Overview of Charlotte Russe Holding Inc." Businessweek.com. N.p., n.d. Web. 23 Nov. 2014.
"Jenny Ming." Asian American:. N.p., n.d. Web. 20 Nov. 2014.
"Charlotte Russe Careers." Charlotte Russe Careers. Charlotte Russe, n.d. Web. 8 Nov. 2014.
"CHARLOTTE RUSSE, INC. Revenue and Financial Data." CHARLOTTE RUSSE, INC. Hoover's Academic, n.d. Web. 2 Dec.
2014.
"Advent International Seals a Deal to Acquire Charlotte Russe." Internet Retailer. Internet Reailer, n.d. Web. 14 Dec.
2014.
"Charlotte Russe's Sales Rise, Net Income Drops." Los Angeles Times. Los Angeles Times, 22 July 2005. Web. 3 Dec. 2014.
Instagram Photos- #Charlottelook
@t_rosemarie@flowersforalex@shellystuckman@itsnotheritsme@elorabee@bettyslook