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Nurul Afiqah Assignment2

Charles & Keith is a fast-fashion brand focused on footwear, bags, and accessories. It aims to provide trendy and sophisticated designs at affordable prices catered to all women's sizes. This addresses problems with luxury goods being overpriced and poorly sized. The brand delivers on trends through partnerships and affordable yet high-quality products. Its goal is to satisfy customers in a fast-moving fashion industry.

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357 views11 pages

Nurul Afiqah Assignment2

Charles & Keith is a fast-fashion brand focused on footwear, bags, and accessories. It aims to provide trendy and sophisticated designs at affordable prices catered to all women's sizes. This addresses problems with luxury goods being overpriced and poorly sized. The brand delivers on trends through partnerships and affordable yet high-quality products. Its goal is to satisfy customers in a fast-moving fashion industry.

Uploaded by

api-346436766
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
Download as pdf or txt
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Charles & Keith

IS3251 Principles of Entrepreneurship Technology


Individual Assignment 2
1

Nurul Afiqah Binte Rashid


A0160361R
Primary Constituents
▹ Trend conscious consumers who favour
simplicity and sophistication in fashion
sense
2

Secondary Constituents
▹ Value-added key partners, shareholders
and collaborators
▹ Closely tied suppliers
Burning Problem
▹ Purchasing of luxury goods that are overpriced and
are not catered for all women sizes

Secondary Problems
▹ Without closely tied suppliers, production costs will
be high: dissatisfaction of high costs. Limited
designs and lack of expertise on global market
without collaborations and partnerships:
dissatisfaction in design and quality.
Evoked emotions
▹ Dissatisfied
￭ With the expensive cost
￭ With the quality of product 4
￭ With the bad sizing of the products
Market Definition
▹ Charles and Keith is a fast-paced fashion
brand, with a key focus on footwear, bags
and accessories for trend conscious
5
consumers that favours simplicity and
sophistication in fashion sense, seeking
value-added partnerships, who are
dissatisfied due to expensive costs of
luxury goods and bad sizing of products.
Services Done for Customer
▹ Marketing efforts
▹ Partnerships/ Collaborations
▹ Designing and producing trendy products at
affordable market prices 6

▹ B2C Distribution/ Delivery of goods/ International


shipping & tracking
▹ Production/ Manufacturing/ Exportation
▹ Email/ newsletter blasting
▹ Challenge the fast-paced ever-changing demands
in the fashion industry
Identify the Core Essence
▹ Designing and producing trendy products
that fits all women sizes, sold at
affordable market prices in the midst of a
7
fast-moving fashion industry
Value Proposition
▹ Charles and Keith delivers trendy
products designed and produced that
provides satisfaction in the quality and
8
affordability of the products which are
sold at affordable market prices and
designed to cater for all women sizes in
the midst of a fast-moving fashion
industry
Charles and Keith
Market Definition Value Proposition
Charles and Keith is a fast- Charles and Keith delivers
paced fashion brand, with a trendy products designed and
key focus on footwear, bags produced that provides 9
and accessories for trend satisfaction in the quality and
conscious consumers that affordability of the products
favours simplicity and which are sold at affordable
sophistication in fashion market prices and designed to
sense, seeking value-added cater for all women sizes in the
partnerships, who are midst of a fast-moving fashion
dissatisfied due to expensive industry.
costs of luxury goods and bad
sizing of products.
Competitors
▹ Who are your major competitors?
￭ Other competitors who have the same focus area,
e.g. Aldo
▹ How do you differ?
￭ Partnerships and collaborations with international
10

known brands
￭ Influencers marketing on social media platforms
￭ Designing classy products at affordable prices
￭ Cater products to all women sizes
￭ Came up with a similar shop version of ‘Charles and
Keith’ but catered to men, named Pedro
Competitors
▹ Unlike the other competitors who sells
overpriced luxury goods that are not catered
for all women sizes which dissatisfies
customers, Charles and Keith offers classy, 11

sophisticated products at affordable prices


that are designed, to cater to all women sizes,
and the designs are collaborated with
internationally known designers globally.

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