Charlotte Russe is a 35-year old fast fashion retailer that sells trendy apparel, shoes, and accessories through 500 stores and online. It targets "teen" and "millennial" customers aged 15-30 through on-trend, value-priced merchandise and a social media presence. The company analyzes its two core demographics - 15-22 year olds just entering adulthood and 22-30 year olds entering the workforce - to tailor its fashion assortments, marketing campaigns, and online customer experience for each life stage group. Charlotte Russe aims to engage customers and drive loyalty through social media partnerships, mobile apps, and online exclusive products.

1.  A presentation by Fashion Merchandiser - Mitali Thakur

2. BRAND OVERVIEW
 35 year old “fast fashion” seller of trendy, value-priced
apparel, shoes & accessories. Owned by Advent
International Group.
 Multichannel retailer with 500 stores in 45 states & Puerto
Rico; website: www.charlotterusse.com
 Core emphasis on “teen” growing to include “millennial”
shoppers.
 Mobile & online sites built with youthful, on-the-go
consumers in mind.
 Invests in Social commerce & integrated with Facebook.
 Competitors- H&M, Foever21, Rue21,Wet Seal, American
Eagle, Aeropostale, Abercrombie & Fitch.

3. “THE CHARLOTTE RUSSE GIRL”
 Core demographic age group – 15 to
22 years.
 Life Stage – From entering high
school to graduating from University;
Economically dependent.
 Taste – Prefer on-trend value priced
merchandise.
 Culture – Trendsetter, Tech-savvy,
social both on & offline,
impressionable, consults friends
before making purchase decisions.

4. TRENDSETTERS

5. WARDROBE: CORE DEMOGRAPHIC (15-22 YRS)"
Casual Day Look
Day-to-Night Look
Weekend Look
Night- Out Look
 Clothes
 New & Wow
 New & Wow
 New & Wow
 Tops
 Online Exclusive
 Denim
 Online Exclusive
 Lace Back Tie Front Tee-  Lattice cutout Dress-  Dollhouse crop Jacket-  Chiffon Twist Dress -
$16.99
$26.99
$36.99
$32.99

6. “THE CHARLOTTE RUSSE GIRL”
 Secondary demographic age group -
22 to 30 years.
 Life Stage- From recent graduate
entering the workforce to becoming
economically independent.
 Taste – Prefer sophisticated value
priced merchandise.
 Culture – Fashion Forward, Cautious
consumer, puts premium on speed,
ease, efficiency & convenience.
Interacts with brands via social media
& mobile among other devices.

7. WARDROBE: SECONDARY DEMOGRAPHIC (22-30 YRS)"
Day Look
Day-to-Night Look
Weekend Look
Night- Out Look
 Clothes
 Online Exclusive
 New & Wow
 New & Wow
 Blazers & Jackets
 Body Con
 Online Exclusive
 Online Exclusive
 Mustard Ponte Blazer-  Millennium Pencil Skirt -  Button Back Polka Dot  Delicate Lace Peplum
$34.99
$16.99
Tank -$21.99
Dress-$39.99

8. Tops - $7.00 to $29.99
MERCHANDISE ASSORTMENT"

 Dresses - $16.99 to $39.99
 Blazers & Jackets - $26.99 to $39.99
 Skirts - $9.99 to $26.99
 Shorts - $18.99 to $24.99
Clothes
 Leggings - $8.99 to $16.99
 Pants - $22.99 to $ 34.99
 Denim - $14.99 to $36.99
 Intimates - $3.00 to $24.00
 Wedges - $32.50 to $45.50
 Pumps - $25.50 to $47.50
 Booties - $26.50 to $50.00
 Boots - $30.00 to $50.00
Shoes
 Sandals - $17.50 to $45.50
 Flats - $17.50 to $34.00
 Shoe Care & Accessories - $5/$7
 Jewelry - $6.00 to $12.50
 Bags - $7.50 to $32.50
 Scarves - $9.50 to $10.50
 Belts - $7.50 to $10.50
Accessories
 Hats - $12.50 to $7.50
 Hair - $3.50 to $7.50
 Tights- $6.50 to $14.99
 Sunglasses - $5.50
 Refuge Perfume - $10.99
 Color - $19.99 to $34.99
 Pattern - $14.99 to $34.99
Denim
 Refuge - $29.99 to $34.99
 Skinny - $29.99 to $34.99
 Boot cut - $32.99 to $34.99
 Flare - $34.99
 Shorts & Crops - $19.99 to $26.99

9. MARKETING MIX"
 Aim- Lead the way in
marketing products &
DRIVING brand online, on mobile,
ENGAGEMENT & as well as in-store.
LOYALTY
 SuccessfulCampaigns
include - Mobile “Mystery
Date” campaign. In 3 days
mobile database grew by
33%.

10. ONLINE MARKETING MIX"
UNIFIED SHOPPING EXPERIENCE"
Online Campaigns - Fierce Deals, BoGo,
Online Exclusive products, BFF News
Feed & Happy Hour links. Dynamic online
display ads deliver high returns due to
relevancy.
Integrated Facebook network strengthens
the C.R. community of shoppers &
enables conversations to unfold on the
entire shopping experience.
Customer Engagement Channels include:
Facebook, Twitter, YouTube, Pinterest.

11. On
Trend
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the United States copyright laws. By no means will the information used herein be exploited & disclosed in any manner except for the
express use of it during this interview.