Digital Marketing Strategies: A Case of Charles & Keith
Journal Title: Advance Knowledge for Executives - Year 2023, Vol 2, Issue 2
Abstract
Objective: This case study explains how Charles & Keith adopts its marketing to motivate consumer behaviours of the company in the digital era. Method: The investigation for this case study was synthesised using the documentary method and content analysis. Result: Charles & Keith adopted a new business model for their label after determining that the traditional model of selling shoes acquired from wholesalers needed to be more sustainable. The company began designing its shoes based on consumer feedback to distinguish itself from the intense competition. It enabled the company to increase brand recognition among its target market. As the company expanded, it started working directly with production factories as a unique brand, eliminating the intermediary. Furthermore, marketing strategies and digital marketing are crucial. Conclusion and Recommendation: Digital marketing strategies could develop a content-rich website with SEO to communicate with Charles & Keith's customers via social media and engage them with emotional marketing and a personal touch. Digital marketing provides numerous opportunities for every business in the modern world. Many companies, including fashion labels, are emphasising digital marketing. In addition, Charles & Keith is already using digital marketing to target potential consumers. Still, if it follows the plan mentioned above, it can expand its market more effectively.
Authors and Affiliations
Lewes Lim
Keywords
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- EP ID EP715012
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