M A J O R A S S I G N M E N T
S E C T I O N A
M A R K E T R E S E A R C H

SZU TING LIU - s3461534
QUYEN NGUYEN LE NGOC THAO - s3344164
WORD COUNT 1914 WORDS

RMIT International University Vietnam
Assignment Cover Page

Subject code | BP212 | Subject name | Degree in Fashion & Textiles Merchandising | Location / campus | RMIT Vietnam SGS Campus | Title of assignment | GRAP2541 Major Assignment Section A | Student name | Szu Ting LiuQuyen Nguyen Le Ngoc Thao | Student number | S3461534S3344164 | Lecturer name | Van Luong (Vivian) | Date of submission | Dec 9th 2013 | Number of pages | 18 | Word count | 1914 words |

Table of Contents Executive Summary 1 Introduction 2 Target market 3 One word overall perceptions 4 Consumer awareness of the website 5 Consumer perceptions of visual display 6 Factors affecting consumer choice 7 Advertising 8 Possible product opportunity: 9 Competitors 10 References 11 Appendices 12 In-store visual merchandising 15 Consumers Survey Results 16

Executive Summary
CHARLES & KEITH, a popular woman’s footwear and accessories brand from Singapore was established in 1996 by brothers Charles and Keith Wong. Also a parent company for the luxury brand Pedro.

CHARLES & KEITH has built up a triumphant brand image throughout the years. It has captured the interest of consumers for their brand loyalty. It has been regarded as one of the most successful high-street fashion brand on an international scale. With its rapid growth in revenue, CHARLES & KEITH shops are now available in 26 countries, more than 190 stores worldwide, including China, India, Japan, South Korea, and Vietnam.

This marketing plan will take a closer look at CHARLES & KEITH in general. However, data that are relevant to consumer experiences will be based on the survey which was