INTRO TO RETAILING

RETAIL STORE ANALYSIS:

CHARLOTTE RUSSE

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!

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

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

COMPANY PLANS

● CEO Jenny Ming

● Re-Vamped Charlotte

Russe branding.

● On the Rise- 700 store in

the next 4-5 years.

STORE FORMAT

● Chain- 2 Corporate Headquarters

● Multi- Channel Retailer

Brick & Mortar

Website

App

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,

VALUE/VALUE CHAIN

“Trendy, Not Spendy!”

Sales- BOGO

“Happy Hour”

E-mail

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.

SITE/LOCATION ANALYSIS

● Located in largely

populated and

suburban shopping

malls.

● Works well with target

market

● Outlet stores

PRODUCT

● Carry Narrow & Shallow

Assortment

● Private Labels

● Own Label

● Refuge Denim & Perfume

● National Shoes Labels- Bamboo

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.

PRICING STRATEGY

● Low Price

● “Celebrate Trendy

Fashion at Surprising

Value.”

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”

ADVERTISING/PROMOTIONAL USAGE

● No Radio or TV!

● Social Media

● Instagram-

#Charlottelook

● Text to WIN!

● “Get It Don’t

Regret It”- Happy

Hour

RECOMMENDATIONS?

● Textiles- NO MORE

RAYON!

● Adjust the fit of clothes

● Adopt trends faster

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