Apparel and accessories retailer Charming Charlie and its subsidiaries on Monday filed for Chapter 11 bankruptcy with plans to restructure its business and debt. The company plans to shutter of its plus stores by the end of the year, according to a court filing from the company's chief financial officer. Last week Charming Charlie announced a plan to close an unspecified number of stores and to cut some corporate staff.
Fabrics will be sourced from Carolina Cotton Works. Dawson has negotiated excellent terms with both companies, using her contacts within the fashion and design industry. Despite the higher base costs, Ms. Dawson insists on using US based manufacturers for three major reasons. First, overseas manufacturers often create poor quality products, and are difficult to communicate with.
Thirdly, overseas manufacturers require a large quantity of orders, which a small boutique like Style Villain does not require. However, the Towne Center also brings in a high volume of customers daily, which helps to nullify the adverse effects of a competitive market location.
The companies target a similar range of customers, mostly overlapping around millennials, generation X, and teenagers.
Intellectual Property Any and all designs created by Ms. Dawson or others for Style Villain will immediately be under copyright. Style Villain will aggressively pursue copyright infringers within the full extent of the law. Future Products and Services Ms. Pleasant, SC follows similar trends in affluent cities across the United States.
The average yearly salary of a Mt. Pleasant residents have a higher than average amount expendable income. Associates at the company will be knowledgable and friendly. The improving economy is also improving consumer confidence across the United States.
Taking a narrower view, Mt. Pleasant is experiencing an influx of affluent families hailing from the north. Pleasant and Charleston are beginning to boom and expand due to the influx of new money. There is a market need for new clothing retail shops to meet the demand of new customers. In addition, the clothing tastes and trends in the south are different from the north.
Style Villain will move away from classic southern styles like khakis and polo shirts and target an edgier, less traditional niche.
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Style Villain will work to make the purchase and return process as streamlined and efficient as possible for customers.
Style Villain will also accept payments through mobile wallets to facilitate business, save money on transactions, and keep up with millennial trends. Pleasant and Charleston area businesses are set to expand rapidly as affluent families move from the north.
Not only is Mt. Style Villain will be set to capture this growing market on its upswing, and make a name for itself as a provider of quality, stylish garments.
Key Customers Key customers for Style Villain will be college students and young professionals, age ranging from These customers will either hail from affluent families or themselves have decent salaries and expendable income. Market research suggests that millennials in this age group in the Mt.
Pleasant area are looking for new, unique clothing options from the usual fare.
Dawson will aim to provide this valuable market segment with interesting designs that match their budding personalities and ambitions. Positioning Style Villain will be competing with several large clothing retail stores with strong brands, as well as boutiques.
Dawson recognizes an opening in the market to target youth and young professionals looking for a unique, stylish, and classy look that breaks away from the traditionally southern styles that have dominated Charleston for decades.
Market research done by the company has revealed that Mt. Pleasant is ready for Ms.
Pricing Pricing for Style Villain will be higher than average for shops overlapping within the same niche. Dawson believes that millennials will be willing to buy a higher quality, ethical product for a little more money. The company will advertise across all channels, including old media and new media.
Coupons will be used to increase brand recognition. Initial marketing tactics will be heavily coupon and sale based to draw in customers.This dynamic fashion retail management course is for students aspiring to enter a career in omnichannel fashion retailing, to shape current and future international fashion retailing strategy and operations.
The collection will include dress and casual products that will be sold at the same price as the regular line.
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