SWOT Analysis of Charles & Keith

Charles & Keith is a retail chain fashion house Singaporean multinational company. Charles and Keith Wong founded the fashion company in 1996. Today, we’ll discuss the SWOT analysis of Charles & Keith; it outlines strengths and weaknesses; opportunities and threats that the company has to face; as a business strategy analysis example company.

Products and services portfolio of Charles & Keith

• Fashion accessories
• Handbags
• Footwear
• Apparel

Industry Focused Area of Charles & Keith

• Fashion

Statistical facts and figures of Charles & Keith

• Network: 600stores
• Market: 37countries
• Annual revenue: 1.1 billion USD
• Employees: 1143

Competitors of Charles & Keith

• The Miinto Group
• Rebelle
• Wagokoro
• Caprese
• Phive Rivers
• Da Milano
• Zara
• Zalora

The SWOT analysis of Charles & Keith would analyze the internal strengths and weaknesses of the company; and external opportunities and threats that the brand has to face. Here’s Charles & Keith SWOT analysis as a business strategy analysis example company as follows;

Strengths of Charles & Keith

Some of the main internal strengths in the Charles & Keith SWOT analysis example company as business strategy analysis are as follows;

Large Network

Charles & Keith has established a very large network of approximately 600 retail chain fashion stores in over 37 countries across the globe. The worldwide network of retail chain fashion stores and boutiques amplifies the company’s market and accessibility to the targeted customers.

Awards & Recognition

Charles & Keith has earned various awards and recognitions for its unique fashion designs and business ventures in the Asian market. They helped the company to strengthen its marketing and brand positioning in the customer market. Some of them are as follows;

• Singapore Business Award
• Enterprise Award
• Singapore Retailers Association Excellent Service Award

Portfolio

Charles & Keith has developed a very large and diversified product portfolio comprising a wide range of fashion products and goods. The large and diverse product portfolio helps the company amplify its customer market reach and serve various segments of the customer market.

Affordable Fashion

Charles & Keith has established a unique brand position in the market by providing affordable fashion and lifestyle products to customers. The company offers a great solution to middle-class customers market who love luxury fashion designs, but they can’t afford it; the company bridges the gap for them.

Marketing

Charles & Keith runs various types of marketing and advertisement campaigns to promote its products and goods to the targeted customer market. Customized jewelry and personalized service at its boutique stores would help the company amplify its market share.

Weaknesses of Charles & Keith

Some of the main internal weaknesses in the Charles & Keith SWOT analysis example company as business strategy analysis are as follows;

Limited Market Share

Charles & Keith has a limited market share and is only operating its business in 37 countries across the globe. The limited market network limits the company’s capability of not exploiting the various market opportunities in the fashion industry.

No Differentiation

Many status-conscious customers consider the affordable fashion productions of Charles & Keith as cheap and low-quality products. They consider the company’s styles and fashion designs to be the same as those of the other fashion brands.

Opportunities for Charles & Keith

Some of the main available opportunities in the Charles & Keith SWOT analysis example company as business strategy analysis are as follows;

Market Expansion

Charles & Keith should expand its customer market share into new regions, countries, and markets across the globe. The European, Asian, Indian, Chinese, Australian, Middle Eastern and American markets hold great growth potential for the fashion brand. It would help the company to amplify its customer market network.

Portfolio Expansion

Charles & Keith should consider expanding its fashion product portfolio by launching a new fashion apparel line, sportswear, and other casual wear products. It would help the company to approach new segments of the customers and serve them.

Creative Fashion

Innovation and creativity are the keys to growth and productivity, and the fashion industry is no exception. Charles & Keith should focus on the creative fashion designing team and department and develop innovative designs to attract the attention of customers.

Threats to Charles & Keith

Some of the main potential threats in the Charles & Keith SWOT analysis example company as business strategy analysis are as follows;

Tough Competition

Charles & Keith is facing tough competition from competitive brands like Shopee, Zara, The Miito Group, and others. They all have established a unique market positioning and a large database of loyal customers. Their market presence is negatively impacting the company’s sales and network.

Counterfeiting

Counterfeiting is a very common unethical practice in the retail fashion industry. Cheap manufacturers copy and counterfeit the designs of the fashion brand and manipulate the customers by disguising them as originals. However, such practices are negatively impacting the growth rate of the brand.

Conclusion: Charles & Keith SWOT Analysis Example Company |SWOT Analysis of Charles & Keith |Business Strategy Analysis

After an in-depth study of the swot analysis of Charles & Keith; we have realized that Charles & Keith is the world’s leading retail chain fashion store brand. If you are learning about Charles & Keith SWOT analysis example company; then you should keep in mind the abovementioned internal strengths and weaknesses; external opportunities and threats as brand strategy analysis.