LAUNCH IN INDIA

Brand Overview
Multichannel retailer with 500 stores in 45 states &
Puerto Rico.
Tagline - Trendy but not Spendy
Brand Identity - Trendy apparel at value prices
Brand Image - Fashion attitude, value pricing and
quality
Brand Personality - Excitement (young, trendy,
lively, cool, spirited)
Core Value - Considered 100% business only when
both the buyer and the seller gain equal profit out of
the transaction.

Dresses
Jumpsuits
$16 - $39 $20 - $40

Skirt
$10 - $30

Clothes
Tops
$7 - $37

Shorts
$8 - $25

Sweater
$20 - $40

Leggings
$8 - $17

Outerwear
$30 - $45

Jeans & Pants

$15- $40

Beauty
$15

Perfume
Jewelry
$10.99 $12.99 $6 - $12.50

Handbags
$7.50 - $32.50

Scarves
$9.50 - $10.50

Hats & Caps

$7.50 - $12.50

Intimates
$3 - $24

Accessories

Hair
Socks
$6.50 - $14.99$3.50 - $6.50

Shoes

B
&
s
ot
Bo -$70
$15

ies
t
o
o

s
Flat 20
$
$7-

Sneakers
$12-$30

Sandals &
Heels
$20-$80

Competitors

Close Competitors

FOREVER 21

Tops: $10 $45

Bottoms: $7 $40

Dresses: $6 $45

Shoes: $10 $40

Bags: $4 $45
Jackets: $9$45

Accessories: $2 $25

ONLY

Tops: Rs995
Rs2500

Bottoms:
Rs1500
Rs3000

Jackets: Rs1200
Skirts: Rs995
Rs3700
Rs2500

Dresses: Rs1500 Rs3700

Latin Quarters

Tops: Rs990
Rs2000

Jackets: Rs990
Rs4500

Dresses: Rs1800 Rs
3700

Accessories: Rs290
Rs900

Leggings: Rs1000

SWOT ANALYSIS
S

Strengths
Competitive pricing

Strong marketing strategy

R&D work is low and insignificant

Growth Opportunity

charlotte russes lack of innovation

Huge variety of clothing in

llimits

women wear

Online presence

Visual Displays

Copying ideas of high end

Huge Market Segment

Opportunities

Looking at export opportunities to

Weaknesses

designers
Limited Number of stores in Asia

and
Europe regions
Threats

raise profits.

Security issues in other

Expanding their online

countries

presence

Presence of strong competitors

Forming strategic alliances and

like Forever 21,Zara,Forever new,

joint ventures

Mango

More R & D to create unique

ideas
Market Development - Entering

Reason to enter into Indian Markets

W
H
y

Offers a broad choice of trendy

fashion, clothes, shoes,
dresses, jeans, jewellery,
and accessories
Affordable Price Factor
Not compromising quality
Young Indian Market is
westernizing and their TG is
Graduate and Undergraduate
students

Collection Strategy

W
H
A
T

W
H
E
R
E

Store Location
Charlotte Russe will be launched in
Metro cities mainly Mumbai and Delhi.

Mumbai
Phoenix Mill, Lower Parel
Kurla Phoenix Marketcity
Infinity Mall,Malad

WIT
H
W
H
O
M

Co-Branding

Since
Major
Brands
portfolio
also
includes
Mango, Charles & Keith,
Aldo and now even Guess.
The four-decade old brand,
will refresh its collection
with 100 new products
every two weeks, from
Charlotte Russe.
Similar
quality
as
compared to the brands.
Major Brands reputation
will help Charlotte Russe.
DLF

Brand Awareness
Mediums :

Digital Facebook, twitter, Pinterest

Online Customer Membership
Print Ad Magazines Elle, Grazia, Femina, Cosmopolitan
Standees in Shopping Malls
Banners and Billboards

Online Presence
Gift

cards

will

be

distributed

amongst top 20 Indian bloggers

which would be used at the first
week of the launch with a discount
of 15% in each gift card.
This

will

generate

brand

awareness and reaching a huge

target audience in the initial week.
10

lucky

winners

of

our

Facebook contest get a Surprise

Gift

card

with

either

Rs100,

Rs.200 or Rs.300 off on their first

purchase.

Cash back offer on Offline/Store

Purchases

Charlotte
Russe
believes
in
the
philosophy that It is
considered
100%
business only when
both the buyer and
the seller gain equal
profit out of the
transaction.

Thus we will offer 4%

cash back to all the
customers that would
register early online
on the Charlotte Russe
India website.

Celebrate this
Christmas
with
PRINT AD

Soon in
KurlaPhoenix Market

Magazine Print Ad

Coming soon this Christmas

Biblography

http://www.charlotterusse.com Case Study

http://media.corporate-ir.net/media_files/NSD/CHIC/re
ports/chic_02finar.pdf
- Charlotte Russe Corporate Report

http://www.encyclopedia.com/topic/Charlotte_Russe_Holding
_Inc.aspx

Be trendy but not spendy

Thank You