CHARLES & KEIT
Brand Awareness and
store observation
ABOUT THE BRAND
•Well known as Retail Brand for high quality of Shoes,
Bags and Accessories products.
•Founded by Charles Wong and Keith Wong in 1996
on Singapore.
• 70 countries and more than 50 stores in Indonesia
•Unique, stylish and best material
TARGET MARKET
•Woman from 18 to 45 years old
• Active and fashionable woman
• Mid to High class woman
• Woman in Big Cities of Indonesia.
PRODUCTS
1. Bags
2. Shoes
3. Accessories
a. Wallets
b. Sunglasses
c. Belts
d. Bag Straps, etc
PRODUCT- SHOES
PRODUCT-
SHOES
• Comfortable and
stylish shoes
• Basic item: Pump
Shoes, Platform
Shoes, Ballerina
Shoes.
• Basic Color: Black,
Brown, Pastel.
PRODUCT - BAGS
PRODUCT -
BAGS
• Basic colors: Black,
Pastel, Brown.
• Stylish and up to date
design.
• Basic item: Hand Bag
and Shoulder Bag.
PRODUCT - ACCESSORIES
PLACE
• Store usually found in Big Cities and located in Mall for accessible
• Good welcome greetings and grooming by Store Staffs
• Sleek and Luxury Design of Stores
• Bags and Shoes are placed in same section depend on its color
and season theme
• Accessories placed in separated racks
• Many of full body mirrors
• Less products in Window Displays
• Modern and luxury ambiances
PRICE
• Price Range Rp 359.000 – Rp 1.399.000
• Good strategy using Customer Psychology e.g 399.000
instead 400.000
• Quite affordable with good quality products
PROMOTION
• Strong Brand Awereness and Brand Image
• Social Media Platform for Bigger Engangement: 894k followers on
Instagram, 1,5 M likes on Facebook and 3,3K Subscribers on
Youtube
• Has Online Webstore for reach international customers
• Good use of Social Media and Influencers.
IN STORE EXPERIENCES
Supermal Karawaci AEON Mall BSD
• Small space of store • Bigger spaces of store
• Modern ambiances of store • Modern ambiances of store
• Several ‘Sale’ item • More up to date products
• Sale Products in table display at • Entrance area filled by New Item
Products.
Entrance Area
• Cashier in center area of the store
• Cashier on in back area of the store
• Segmented Customer: A and B Class
• Segmented Customer: B Class
• Store staff is more friendly and
• Stores staff is not proactive proactive, they suggested customer the
up to date products.
IN STORE EXPERIENCES
Supermal Karawaci AEON Mall BSD
• Several models of Belts • A few model of Belts
• Sunglasses racks is quite full • Sunglasses’ racks is quite empty
• 2 staffs in store (include 1 cashier) • 3 staffs in store (include 1 cashier)
• SRP (Sales Retail Price) for all stores • SRP (Sales Retail Price) for all stores.
• 1- 2 customers, age 35 years old (at • 3-4 customers, age 25-40 years old
the moment) (at the moment)
STRENGTH & WEAKNESS
Strength Weakness
• Strong Brand Awareness • Store staffs not proactive, less
• Luxury brand with high quality friendy
products • A few products on accessories
• Various models and color (belts)
• Many stores located in Mall easier
to reach customer
• Has Online webstore and Social
Media Platform for bigger audiences.
• Strong campaign for empowerment
woman
• Competitive price with stylish
design
OPPORTUNITY
• Give training to store staff to be Customer Oriented, Proactive and
Friendly
• Open more new stores
• More bright colors to get younger customers
• Full the empty racks (accessories sections)
THANK YOU