ACKNOWLEDGMENT

First and foremost, we would like to praise and thank the Almighty God for
giving us the strength and because of His blessing we finally managed to accomplish
this assignment. This assignment cannot complete without effort and co-operation
from our group member.it was one of the most challenging yet gratifying experience
in our live and education career. It has been a long and strenuous project but we
have finally reached final our report. We owen an immense amount of gratitude to all
those who contributed in complete the report.
We are also very grateful to our lecturer madam NurMasturah Binti Mokhtar
for the guidance and supervision to completing our report.
Last but not least, everyone involved with this think thank deserve
recognition such as family members and friends, they are played an important role
when it come down to giving motivation at time.
Table of Contents

1.0 Brand’s background

2.0 New/article about brand battle with imitation product
3.0 Comparison between the original vs imitation product
4.0 Suggestion on how to encourage consumer to purchase original
5.0 Conclusion.
1.0 BRAND’S BACKGROUND

Charles and his younger brother Keith assisted their parents at their Ang Mo
Kio shoe store in 1990 as they learnt the ins and outs of running a shoe business.
The two brothers decided to adopt a new business model in the retail of shoes in
1996, thus they opened their own shoe store in the Amara Shopping Centre and
started their own label. They had noticed that the conventional business strategy
of just selling shoes that were bought in bulk was unsustainable because it was
unable to provide customers a choice of options and designs.
The brothers decided to create their own shoes as a result, and sell them at
reasonable costs. Charles oversaw sales while Keith was in charge of creating the
shoes. By dealing directly with producers rather than wholesalers, the brothers
also reduced the cost of doing business.The brothers made sure that these
producers would not create and sell their shoes to other stores in order to maintain
the uniqueness of their goods.They also embraced a more modern marketing
approach, using European models for the product picture shoots and Facebook
advertising, for example.These tactics were successful, it turned out. By 2001,
Charles & Keith had expanded to have 14 local stores, generating more than $10
million in sales. There are 29 Charles & Keith stores in Singapore as of 2016, and
they are spread across both urban and suburban malls.
Charles and Keith are an international fast-fashion shop that specializes in
ladies' footwear, purses, and accessories. Since its inception in Singapore in 1996,
the firm has grown its global network to 35 countries in Asia Pacific, Europe, and
the Middle East. Originally formed as a women's footwear firm, they have
expanded their product line to include sunglasses, bracelets, and electronics
accessories. The brand is known for curating selections of relevant fashion items
at reasonable and accessible prices. The organisation has won numerous honours,
including the 2002 Excellent Service Award from the Singapore Retailers
Association and the 2008 Enterprise Award from the Singapore Business Awards.
 The company has created a foothold in important fashion locations such as
Seoul, Shanghai, and Dubai as a lifestyle brand that embraces an innovative
culture. The brand has expanded into venues such as Macau's The Venetian and
Paris' Galleries Lafayette in the last three years. Charles and Keith launched their
e-commerce site in 2017 to allow worldwide clients to purchase their items online
from the comfort and convenience of their own homes. As its first foray into the
European market, it opened an e-commerce center in the United Kingdom in the
fourth quarter of 2018. Charles & Keith's daring and exceptional designs continue
to inspire and delight today.

In addition, Charles & Keith has considered growing its international network
in China and Latin America. In order to do this, the business looked for new
partners. In Japan, for example, Charles & Keith collaborated with Onward
Holdings to launch the brand there. It collaborated with Alhokair Fashion Retail,
which brings in foreign goods for the Saudi Arabian and Jordanian markets.
Charles & Keith and L Capital Asia, the private equity division of luxury
conglomerate LVMH, have formed a collaboration after the latter purchased a
20% share in Charles & Keith for more than S$30 million in 2010.

Charles & Keith depends on its capacity to manage its supply chain to make
sure that its suppliers keep making shoes solely for the business. Additionally, it
tries to uphold the calibre of its designers by ensuring that they are properly
educated and aware of the shifting preferences and needs of consumers. The
company sends its designers abroad to perform market research and spends up to
three percent of its annual revenue on educating them.

Due to its entrepreneurial spirit, the business has won numerous accolades
over the years, including the Excellent Service Award from the Singapore
Retailers Association in 2002 and the Enterprise Award from the 2008 Singapore
Business Awards. As an individual, founder Charles has also received many
awards, including the National Youth Council's 2005 ASEAN Youth Award. The
Young Achiever Award 2013 by Business China, the Entrepreneur of the Year
Award 2008 by the Rotary Club and the Association of Small and Medium
Enterprises, and the Entrepreneurship Award 2012 by the Spirit of Enterprise.
2.0 NEW/ARTICLE ABOUT BRAND BATTLE WITH IMITATION
PRODUCT

Introduction:

Charles & Keith, a renowned brand in the fashion industry, has gained
immense popularity and a loyal customer base over the years. Unfortunately,
the success and recognition of the brand have also made it a target for
counterfeiters who produce and sell fake Charles & Keith products. These
counterfeits not only harm the reputation of the brand but also deceive
unsuspecting customers. In this article, we delve into the issue of fake Charles
& Keith products and shed light on the detrimental effects they have on both
consumers and the brand itself.

The Rise of Counterfeit Charles & Keith Products:

Counterfeit fashion items, including shoes, bags, and accessories, have

become a significant concern globally, with billions of dollars lost each year
due to these illicit activities. Charles & Keith, being a highly sought-after
brand, has inevitably become a prime target for counterfeiters. The surge of
online marketplaces and the increasing sophistication of counterfeit operations
have made it easier for fake products to circulate undetected.

Spotting the Fakes:

Counterfeit Charles & Keith products have become increasingly

difficult to differentiate from the genuine articles. Fake items often mimic the
brand's distinctive designs, logos, and packaging, making it challenging for
consumers to identify the fakes. However, there are a few key indicators that
can help consumers spot counterfeit products. These include poor stitching,
low-quality materials, misspelled brand names, and suspiciously low prices. It
is essential for consumers to be vigilant and informed to protect themselves
from falling victim to these scams.
Consequences for Consumers:

Purchasing counterfeit Charles & Keith products can have dire

consequences for consumers. First and foremost, counterfeit items are usually
of inferior quality and lack the durability and craftsmanship of the genuine
products. This results in shorter lifespans and increased chances of breakage or
damage. Furthermore, counterfeit products may pose health risks as they
might contain hazardous substances that could cause allergic reactions or skin
irritations. Moreover, customers who inadvertently buy fake products are also
denied the excellent customer service and after-sales support that the genuine
brand provides.

Implications for the Brand:

The presence of counterfeit Charles & Keith products not only harms
consumers but also poses significant threats to the brand's reputation and
profitability. Counterfeit items erode consumer trust and can tarnish the
brand's image. When customers unknowingly purchase fake products, they
may mistakenly associate the poor quality with the genuine Charles & Keith
items, leading to a negative perception of the brand. Additionally, the brand
loses potential revenue as counterfeit sales eat into their market share. The
fight against counterfeiting requires continuous effort and investment from
Charles & Keith to protect its customers and uphold its brand integrity.

Combating Counterfeits:

To combat the rampant counterfeiting issue, Charles & Keith has been
taking proactive measures. The brand has implemented advanced anti-
counterfeit technologies, such as unique serial numbers, holograms, and
tamper-evident labels on its products. It also actively collaborates with law
enforcement agencies, conducts raids on counterfeit manufacturers, and
educates consumers about the risks associated with purchasing fake products.
Furthermore, Charles & Keith encourages customers to report suspected
counterfeits, allowing the brand to take swift action against illicit sellers.
Advanced Anti-Counterfeiting Technologies:

Charles & Keith recognizes the importance of incorporating advanced

anti-counterfeiting technologies into its products. The company has invested in
innovative security features, such as tamper-evident labels, holograms, and
RFID (Radio Frequency Identification) tags. These measures make it easier
for customers to authenticate genuine products and differentiate them from
counterfeits.

Global Market Monitoring and Enforcement:

Given the global reach of counterfeiting operations, Charles & Keith

maintains an extensive monitoring system to detect and address counterfeit
activities. The company closely monitors various online marketplaces, social
media platforms, and offline retail spaces to identify and take action against
counterfeiters. This proactive approach enables the brand to swiftly respond to
incidents and protect its customers from falling victim to counterfeit products.

Counterfeiting poses a significant threat to brands worldwide,

including Charles & Keith. However, the company has demonstrated a strong
commitment to fighting counterfeits by employing legal actions, forming
collaborations, implementing advanced anti-counterfeiting technologies, and
raising consumer awareness. Through these comprehensive efforts, Charles &
Keith aims to safeguard its brand reputation, protect consumers, and maintain
its position as a trusted and authentic fashion label. As consumers, it is crucial
to support genuine brands and remain vigilant against counterfeit products,
contributing to a healthier and more reliable marketplace.
The brand legal representative of Charles & Keith discusses authentic and
counterfeit product

Genuine Charles & Keith products are consistently made of soft,

luxurious, and crisp leather; the needle lines are consistently treated with
extraordinary care; there are never any indications of fraying or thread faults;
and the stitch spacing is consistently very consistent.
False Charles & Keith handbags are all over the market. Recently,
more than 1,000 fake Charles & Keith bags were destroyed thanks to the
Inspector of the Ministry of Science and Technology and the Criminal
Investigation Department of Economic Management and Position (PC46) of
the Hanoi Police.

Due to our nation's several large border gates to China, counterfeit

goods and imitations of Charles & Keith today rule the Vietnamese market,
according to Mr. Tran Minh Dung, Chief Inspector at the Ministry of Science
and Technology. Customers are concerned about this because it is not
difficult to get knockoff Charles & Keith bags on any fashion street in Hanoi,
Ho Chi Minh City, and many other significant cities across the nation.

Customers are unable to distinguish between genuine and fake Charles

& Keith since merchants frequently mix or always guarantee the validity of
their Charles & Keith products in order to maximise earnings. According to
Ms. Nguyen Thu Trang, a resident of Hanoi who lives in Doi Can, Ba Dinh.

We spoke with Mr. Nguyen Vu Quan, Charles & Keith's intellectual

property lawyer, to learn more about how consumers may distinguish between
real and fake Charles & Keith products.
 Genuine items, in accordance with Mr. Nguyen Vu Quan, always have
fine, lovely, and sharp leather material, extremely tightly controlled needle
lines, no signs of fraying, thread flaws, and very even stitch spacing.

Other factors that consumers can rely on include the price tag and the
barcode that is placed on the back of the bag's label. If it's a fake, it can be
simple to spot and recognise. Contrary to authentic Charles & Keith products,
counterfeit items have a needle line that is much coarser, according to Nguyen
Vu Quan.

The cost of genuine Charles & Keith items, according to Mr. Nguyen
Vu Quan, may vary significantly. According to Mr. Nguyen Vu Quan, "For
instance, a genuine Charles & Keith bag costs about 2-3 million VND per
piece, whereas a counterfeit Charles & Keith bag costs between 300,000 and
700,000 VND per piece, despite the fact that these counterfeiters have heavily
invested in leather materials and advertising."

Purchasing counterfeit Charles & Keith products not only

compromises on quality but also poses risks to your health and supports
unethical practices. Stay vigilant and educate yourself on the telltale signs of
counterfeit items. By making informed choices and supporting legitimate
brands, we can combat the counterfeit market and promote ethical
consumerism. Remember, the allure of a bargain may not be worth the
potential dangers and consequences associated with counterfeit products.
3.0 COMPARISON BETWEEN THE ORIGINAL BRAND VS IMITATION
PRODUCT

Below are some things you should check carefully when making a bag purchase
transaction:

1. Zipper

When purchasing a bag, one of the features to look for is the zipper. Typically,
the zipper is quite distinctive for this one brand. Its distinguishing feature is that it
is constructed of gleaming metal. Furthermore, this zipper display is nice and
clean. Furthermore, the zipper is generally embellished with a metal whose shape
simulates sound. The component that looks like this, like the other part of the
zipper, is nice, clean, and glossy. So, even after a long duration of usage, the fresh
impact on the bag is still extremely evident. If you own a bag labeled Charles &
Keith, yet the zipper is untidy, clean, and glossy. And the form does not fit the
description above, so be cautious as it might be a forgery.

Examine the Charles and Keith bag once again. If you look attentively, you
can tell which is genuine and which is a forgery. The original bag is constructed of
metal and has a gleaming aspect. The original zipper appears to be cleaner and
neater. Then there is metal in the shape of a button. These metal studs, on the
other hand, have a tidy and glossy form. The other metals are similarly gleaming
and well-formed.

2. Brand Label
 Charles & Keith features a distinctive and neat label, similar to Zara’s original
bags, which have a particular and neat labels. You should carefully examine the
label. Check that everything is in order and that you have full information on the
goods you purchased. This includes where the product is sourced. Each bag
normally contains an interior label that indicates where the goods come from.
Labels on original bags are generally tidy and flawless.

Usually, fake websites use strange-looking brand names, while genuine ones
use the name 'CHARLES & KEITH'. So, whenever Mom shops from any website,
make sure to check the label on the product and match it with the original one.

3. Material Used

The materials used in the original Charles and Keith are another distinguishing
feature. The materials utilized to create Charles and Keith bags are unquestionably
high quality. Furthermore, the substance utilized is neither sticky nor oily.
Moreover, innovative items are typically made of more flexible and soft materials.
The material chosen to manufacture the bag is not random since it is a branded
bag. This bag is made entirely of high-quality materials. Aside from the best
materials, this brand bag has the qualities of materials that are not oily, let alone
sticky. The material utilized is often flexible, with the ability to stand firm while
being flexible and soft when grasped.

4. Sewing

The stitching on this product is excellent, as it is on other high-quality bags.

The neatness of the very precise stitching demonstrates this. There are no visible
fibers or thread remains, and the spacing between threads is exactly right, not
overlapping, not too tight, and not too tenuous. Even though these stitches are in
an inconspicuous area of the bag, their neatness is noticeable. For instance, on the
inner creases. Even if the seam locations are hidden, all seams are planned. As a
result, before making a purchase, you should carefully inspect this seam.

If it gives the appearance of strong, tidy, and precise stitching, it is most likely
a genuine product. Alternatively, if there are unsightly stitches in one of the spots.
Both apparent and hidden from the outside. Take care. You can be certain that it is
a KW product. Stitching is a sign of poor quality in a counterfeit bag. Charles &
Keith bags will always feature high-quality stitching because they are designer
items with a reputation to uphold. Check the seams inside the bag as well, because
some imposters try to disguise their flaws within the bag.

The stitching is the next distinguishing element of the original Charles and
Keith bag. The original bag will undoubtedly feature excellent stitching. The issue
is that to preserve the quality of its products, a corporation will conduct
inspections. So, pay special attention to the seams of the bag you intend to
purchase to see whether there are any flaws. Keep an eye on the threads and don't
allow anything to slip or twist.

Then there's the sewing issue with Charles and Keith's bag. If you get an
original bag, the stitching will be very neat. This is visible, even if just via images
or movies. When the vendor gives images, it's a good idea to zoom in on the
stitching. In the false or KW version, the seams are generally tidy or have a lot of
messy areas. You can inspect the luggage as soon as it arrives at your house. Don't
forget to record a video of the process of opening the package so you may claim a
refund if it is determined to be a forgery.

5. Serial Number

A serial number is assigned to every branded good. This serial number is used
to detect whether the product is genuine or counterfeit. Counterfeit bags typically
contain less or more than the actual amount. Moms should keep this in mind while
purchasing a Charles and Keith purse. Examine the bag's serial number as well.
This serial number is used to establish whether or not a product is authentic. The
original bag has a serial number printed on the inside. In contrast to counterfeit
items, this serial number is generally quite difficult to remove.

The serial numbers on Charles and Keith's purses will be visible. This number
will not be the same as another, allowing you to determine whether or not the
goods are authentic. Because this serial number is very confidential, the vendor
will not reveal it directly. Even so, you can agree that if the number supplied is a
forgery, you can return the merchandise. Because counterfeit bag manufacturers
are becoming more sophisticated. They also create a serial number and are
occasionally handed a card to make it appear that the bag is genuine.
6. Characteristics

Perform a careful examination of the bag's body once more. Don't allow any
portion of the bag to reveal that it's KW. Beginning with the material, stitching,
zipper, label or brand, writing, and ending with when the bag is seated. Even if the
original bag is left for an extended period, it will often retain its body posture.
There are no superfluous folds. Before purchasing, pay great attention to the
qualities and nuances of the bag. Learn about the bag's specifications, such as the
materials used and the country in which it was manufactured. Look read the
product description if you buy the bag online. Don't forget to read everything.
Also, read testimonials or comments from previous customers. Generally, reviews
from customers are more honest. If it's a forgery, it's a forgery.

7. Price

Prices are never deceptive. You discover the pricing range of the original bag.
If you find it, search for something a little different at that price. The issue is that
if the price is too low, and the discrepancy is significant, you can be certain that
the item is not real. The original Charles & Keith bag is unquestionably more
costly than the KW or imitation replica. As a result, before making a purchase,
consider the selling price supplied by online businesses. Don't be taken in by
prices that are excessively low yet of poor quality. Before purchasing things
online, it is a good idea to first research the market pricing. If necessary, you may
go straight to this brand's official website to learn about the suggested retail price.
If the price is too cheap, it may be considered unreasonable. You can tell if a
product is genuine or counterfeit. As a result, you should constantly exercise
caution while purchasing various sorts of things at ridiculously low rates.

8. Official website or store

Always purchase Charles and Keith bags from the brand's official store. When
you buy at a store, you can be certain that the goods you receive are real. Aside
from purchasing straight from the official shop. You may also purchase from
well-known bag retailers on the market. Typically, this bag business sells a variety
of original items, allowing you to make a better-informed decision. Even so, be
sure it's genuine when it's brought to the residence. You may film an unboxing
 video to demonstrate whether or not the bag is genuine. If the bag is KW, you may
request a refund and submit the video as evidence.

9. Brand Reputation and Ethics

Charles & Keith has built a strong brand reputation over the years, known for its
reliability, customer service, and ethical business practices. They adhere to labor
and environmental standards in their manufacturing processes. Imitation products,
on the other hand, often lack transparency regarding their manufacturing practices,
and their reputation may be tarnished due to copyright infringement or unethical
sourcing.

4.0 SUGGESTIONS ON HOW TO ENCOURAGE CONSUMERS TO

PURCHASE ORIGINAL

Investing in an original Charles & Keith product is not just a purchase, it's an
investment. An original Charles & Keith product ensures that consumer are getting
the highest quality materials and workmanship to provide with a long-lasting, stylish
addition to our wardrobe. Not only will you be investing in a durable and stylish item,
but an original Charles & Keith product also comes with a guarantee of authenticity.
The customer can have the peace of mind that they are purchasing a genuine product
from a trusted and reputable brand. Furthermore, an original Charles & Keith product
guarantees that customer are not supporting counterfeit brands or unethical
manufacturing practices. Purchasing an original Charles & Keith product means that
they are making a responsible and conscious consumer choice. A few suggestion on
how to encourage consumer to purchase the original Charles & Keith product

Firstly, to encourage consumers to purchase original Charles & Keith products

is to emphasize the benefits of owning an original product.Charles & Keith always
highlight the superior quality, durability, and exclusive designs of original products,
in terms of materials, craftsmanship, and design.By owning an original Charles &
Keith product, you can be assured of its durability and longevity. The original
products are crafted with the finest materials and designed with precision to ensure
they meet our high standards. Investing in high-quality products is a wise decision,
especially when it comes to fashion accessories.Charles & Keith original products are
no exception, as they not only offer superior quality and durability but also add value
to our style and fashion. Charles & Keith produces a good and consistent product that
is informed by latest fashion trends. People trust Charles & Keith to always provide
them with the latest in affordable fashion and it is this consistency throughout the
years that has helped Charles & Keith to build up a loyal customer base that keeps
coming back for more.

For instance, a person who owns an original handbag from Charles & Keith
can be assured of the quality of the bag's materials and construction. This guarantees
that the bag can withstand daily wear and tear, making it a long-term investment.
Furthermore, the originality of the bag ensures that its design is unique and authentic,
providing a sense of style and sophistication to the owner. In addition, owning an
original Charles & Keith handbag can also instill confidence in the owner, knowing
that they have invested in a product of high.

Secondly, offer discounts or special promotions to customers who purchase

original products, which incentivizes customers to choose the original product over a
cheaper knock-off. These promotions are designed to add value to customers'
shopping, and hope that they will help them find the perfect accessory or footwear for
any occasion. By purchasing original products from Charles & Keith, customers can
expect high quality, stunning designs, and excellent customer service. Given the
affordable price tag that is attached to these shoes and accessories, Charles & Keith
positions itself in the ‘affordable luxury’ market, where trend-conscious, medium-
high income consumers will have no qualms forking out some extra cash to buy the
products they really like. Charles & keith promotional discounts are a way of showing
appreciation to customers, and hope that they will continue to choose us for their
fashion needs.

As a leading fashion brand, Charles & Keith continues to offer high-quality

and trendy products to its customers.To encourage more purchases of their original
products, Charles & Keith has implemented special promotions and discounts. For
example, during the holiday season, customers can enjoy a 10% discount on all
regular-priced items. Additionally, for customers who make their first purchase on the
Charles & Keith website, they can receive a special discount code for 15% off their
purchase as a welcome gift. These promotions not only incentivize customers to
purchase from Charles & Keith but also create a positive association with the brand,
increasing the likelihood of repeat purchases. By offering such promotions and
discounts, Charles & Keith exemplifies its commitment to customer satisfaction while
simultaneously boosting its sales revenues.

Thirdly, offering exclusive membership programs with benefits such as early

access to new collections and special discounts can create a sense of loyalty and
incentivize customers to choose the original product over cheaper alternatives. At
Charles & Keith,they believe that loyal customers deserve to be rewarded for their
continued support. That is why they offer exclusive membership programs that
provide a host of benefits to our valued customers. Charles & Keith is thrilled to
launch exclusive membership programs that offer exceptional benefits, providing
customers with an unparalleled shopping experience. As a member of Charles & keith
loyalty program, customers can enjoy exclusive perks such as early access to new
collections, special discounts, free shipping, and much more. For example, platinum
members receive an additional 10% discount on all purchases, free shipping and
returns, and a birthday gift. This membership program is their way of thanking you
for choosing original Charles & Keith products.Their aim is to encourage our
customers to purchase the original Charles & Keith products and reward them for
their loyalty. Through our membership programs, we aim to establish a long-term
relationship with our valued customers by providing them with more customer
satisfaction and value for their money.

Last but not least, offering excellent customer service and flexible return
policies can help build trust and reassurance among customers when making a
purchase.Charles & Keith is a renowned fashion brand that has gained popularity over
the years due to its unique designs and trendy products.Charles & Keith is dedicated
to not only providing their customers with high-quality, original products but also
exceptional customer service. Through their flexible return policies, Charles & Keith
ensures that their customers are satisfied with their purchases and have a positive
shopping experience. In addition, their customer service team is trained to handle any
inquiries, complaints or feedback promptly and professionally to ensure that all
customer needs are addressed satisfactorily.Thus,, all Charles & Keith products are
original and made with high-quality materials, ensuring that customers receive
durable and long-lasting items. This dedication to customer satisfaction and product
quality sets Charles & Keith apart from their competitors and has earned them a loyal
customer base who trusts in their brand. One of the reasons why Charles & Keith
attracts many customers is by offering excellent customer service and flexible return
policies.For instance, if a customer is not satisfied with the product they received,
Charles & Keith provides an easy-to-follow return policy.Customers can return the
product within a specified time frame and receive either a full refund or an exchange
for another item at no additional cost.

4.1 Encouraging consumers to purchase original Charles & Keith products

requires a comprehensive approach that emphasizes the brand's value,
showcases its unique offerings, and assures consumers of authenticity. Here
are some detailed suggestions to achieve this:

i. Emphasize the Brand Value:

 Quality and Craftsmanship: Highlight the meticulous attention to

detail, quality materials, and superior craftsmanship that go into
Charles & Keith products. Emphasize how these factors contribute to
the durability and longevity of the products.
  Fashion-forward Designs: Showcase the brand's commitment to
staying on top of the latest fashion trends. Highlight how Charles &
Keith products are designed to meet the demands of style-conscious
consumers, enabling them to make a fashion statement with their
accessories and footwear.

ii. Showcase Latest Collections:

 Regular Updates: Keep your marketing materials, website, and social

media platforms up to date with the latest collections and designs from
Charles & Keith. Regularly introduce new products and feature them
prominently to generate excitement and keep consumers engaged.
 Visual Appeal: Utilize high-quality product images, videos, and
engaging descriptions to captivate potential customers. Showcasing the
products in appealing settings or on models can help consumers
envision how they might incorporate them into their own style.

iii. Offer Exclusive Incentives:

 Limited-time Discounts: Offer special discounts or promotions to
customers who purchase original Charles & Keith products within a
specific time frame. This creates a sense of urgency and incentivizes
immediate purchase.
 Loyalty Rewards: Implement a loyalty program that rewards
customers for repeat purchases. Offer exclusive perks, such as early
access to new collections, birthday discounts, or personalized
recommendations based on their preferences.
iv. Engage in Influencer Partnerships:
 Collaborate with Influencers: Identify influencers or fashion
bloggers who align with the brand's image and target audience. Partner
with them to create content that showcases Charles & Keith products
in a genuine and relatable way. This can help reach a broader audience
and build trust through social proof.
 Authentic Product Reviews: Encourage influencers or satisfied
customers to share their genuine reviews and experiences with Charles
& Keith products. Authentic reviews can help build credibility and
influence potential buyers.

v. Provide Authenticity Assurance:

 Educate Consumers: Create informative content that educates
consumers about how to identify genuine Charles & Keith products.
Highlight key differentiators, such as unique product codes,
holograms, or other anti-counterfeiting measures, and explain why
choosing original products is essential.
 Visible Authenticity Labels: Ensure that all original Charles & Keith
products feature visible authenticity labels or tags that customers can
easily identify. Communicate the significance of these labels in
ensuring the quality and authenticity of the product.
 vi. Offer Excellent Customer Service:

 Knowledgeable Support: Train your customer service team to be

well-versed in the brand's products and values. They should be able to
provide accurate information, address customer queries or concerns
promptly, and offer personalized assistance.
 Hassle-free Returns and Exchanges: Implement a customer-friendly
return and exchange policy. Make the process seamless and convenient
for customers, ensuring that they feel confident in their purchase
decisions.
vii. Collaborate with Fashion Events:

 Sponsorship and Participation: Identify fashion events, trade shows,

or collaborations with other reputable brands that align with Charles &
Keith's target audience. By participating or sponsoring such events,
you can increase brand visibility, showcase products to a wider
audience, and build connections with potential customers.
viii. Leverage Social Media:

 Engaging Content: Utilize social media platforms to create engaging

content that highlights Charles & Keith products, their features, and
their versatility. Incorporate visual storytelling, user-generated content,
and behind-the-scenes glimpses to connect with consumers on a
personal level.
 Influencer Collaborations: Collaborate with relevant influencers or
micro-influencers to create sponsored content or product reviews.
Encourage user-generated content by running contests or challenges
that encourage customers to share their styling ideas using Charles &
Keith products.
ix. Establish Physical Brand Presence:

 Flagship Stores and Concept Stores: Open flagship stores or concept

stores in prominent locations. These physical spaces can provide
customers with an immersive shopping experience, allowing them to
interact with the products, try them on, and receive personalized
assistance from knowledgeable staff.
 Visual Merchandising: Implement visually appealing displays that
showcase Charles & Keith products in an attractive and inviting
manner. Use eye-catching visuals, lighting, and interactive elements to
draw attention and engage customers.

x. Collaborate with Sustainable Initiatives:

 Ethical and Sustainable Practices: Highlight Charles & Keith's

commitment to ethical manufacturing processes, sustainable materials,
or eco-friendly initiatives. Communicate how purchasing original
products contributes to supporting these practices and aligning with
customers' values.
 Charitable Causes: Partner with charitable organizations or support
social initiatives that resonate with your target audience. Communicate
how a portion of the proceeds from sales of Charles & Keith products
goes towards these causes, fostering a sense of social responsibility
and empathy.
5.0 CONCLUSION

Charles & Keith is definitely a classic example of how an Asian brand can
become successful in the region and globally, by disassociating itself with low cost
and instead adhering to brand building principles and focusing on carving a unique
brand identity. It is indeed impressive how Charles & Keith has managed to transform
from a single shoe store in the Singapore heartlands to a global fast fashion company
located in several fashion cities. One of the secrets behind its success is its strong
delivery system supporting a clear brand promise, and its relentless commitment to
innovation. By clearly defining its brand promise to provide high quality, stylish and
affordable fashion at affordable prices, and by running a robust and efficient supply
chain to produce its footwear, bags and accessories, the brand has created an
environment where it continually exceeds customers’ expectations. Building and
sustaining a brand that is relevant and one that resonates with the customer base is one
of the most difficult aspects of building a strong brand today. Charles & Keith, with
its presence in diverse markets, has managed to hold up well to this challenge of
building a relevant and resonant brand personality.

There are indeed many opportunities that Charles & Keith can leverage in
order to reach its goal of becoming the most admired fashion company. In particular,
the company plans to focus on growing the brand internationally and expanding
online sales. With its commitment to innovation, culture of design and proven
consistent financial growth in the past 22 years, it is no doubt that the Singaporean
fast fashion retail brand is on the right path to global success.Charles & Keith is a
well-known fashion brand that has gained immense popularity around the world.

One of the reasons for its success is its consistent efforts to tackle counterfeit
products.Through rigorous measures, Charles & Keith has ensured that its creations
are not only stylish but also of high quality. These efforts have helped build trust and
brand loyalty among customers who value originality and quality. Moreover, Charles
& Keith's commitment to product safety has further enhanced its reputation in the
fashion industry. In contrast, counterfeit products not only harm authentic companies
but also pose a significant risk to consumers' safety and well-being. This dedication to
product safety has given Charles & Keith a competitive edge and ensured its
continued success against counterfeit products in the market. Charles & Keith's
success in fighting against counterfeit products can be attributed to its unwavering
commitment to producing high-quality and safe products while also building trust and
brand loyalty among its customers. By doing so, Charles & Keith has set a positive
example for other brands to follow and has demonstrated that it is possible to
successfully fight against counterfeit products while maintaining brand reputation and
consumer safety.

Charles&Keith has successfully gained popularity not only in Singapore, but

also across different countries such as the United States, Japan and Australia.This
success can be attributed to Charles & Keith's ability to stay on top of the latest
fashion trends, while providing customers with affordable and stylish options. In
addition, the brand's success in wooing young and ambitious consumers of emerging
markets such as India showcases their ability to adapt to different cultures and
consumer trends. Overall, Charles & Keith's successful expansion across different
markets is a testament to the brand's commitment to delivering high-quality and
trendy fashion products at affordable prices. It is clear that their efforts to cater to
different markets have paid off, and Charles & Keith continues to be a leading player
in the fashion industry.

As a result, the brand has established a loyal customer base that values their
fashionable and affordable products. Moreover, their products' long-lasting range
rotation and readily available inventory have been a major factor in retaining
customer loyalty. In conclusion, it is evident that Charles & Keith has successfully
solidified its position in the fashion industry by meeting consumer demands for
affordable and stylish products.