Putting on the Charm: A Look at Charming Charlie

Putting on the Charm: A Look at Charming Charlie
Tags: Consumer Behavior, Loyalty Programs, Retail - Apparel, Retail - Mall, Shopper Marketing, Specialty Stores
June 5, 2011

Charming Charlie is becoming the darling of shopping malls as it expands the number of store units nationwide. The secret of Charming Charlie’s success is its focus on delivering value to its customers.

Value isn’t just low prices – although CC is known for offering department store accessory “looks” at a fraction of department store prices. With CC, “value” represents the intersection of good prices, unique accessories, broad inventory, as well as “shop-ability”.

For its target (women on tighter budgets), CC’s accessories are an easy-to-way to perk up any outfit. In a recent press release, the chain stated: “Charming Charlie helps women pull together unique looks through key finishing touches like jewelry, handbags, scarves, and belts. The scope of the store, with thousands of accessories arranged by color, ensures that shoppers will find the perfect complement to any outfit in a single trip.” Founded in 2004, Charming Charlie operates approximately 100 women’s accessories stores in 10 states, Charming Charlie was named “Hot Retailer of 2010” by the International Council of Shopping Centers and ranked No. 656 on Inc. magazine’s 2010 list of the Top 5,000 fastest-growing private companies.

Color-grouping contributes to the store’s “shop-ability.” Everything is grouped by color, making it easy to “swoop in” and look for either your favorite colors or the best colors to complement an outfit which needs an appropriate “finishing touch.” As a blogger posted on www.OurMommyHood.com : “If you are wondering why grouping by color makes that much of a difference, walk in the store and see. I have shopped in accessory stores and accessory departments for years – they highlight designers. It is up to you to figure out what color will work best together. Charlie took the guessing game out of the equation. You can walk in with the most basic of black dress, when you finish accessorizing, it will look like a million dollars.”

Boutique-inspired touches also enhance the store’s “shop-ability.” Gone are the days when the retailer seemed to be a discount warehouse. Now, the retailer highlight its fresh logo with boutique-inspired bags, similar to Sephora – which hands out a bag with tissue paper for every purchase, regardless of the package’s size or price. The displays are touch-worthy, motivating shoppers to pick up and try on a new look. The loyalty program highlights advance notice on promotions, determined to keep its loyal customers returning.

Charming Charlie also updates the “home party” concept by moving it to the mall via its “CC Socials.” The retailer lets customers plan their next girl’s night out, sorority function, birthday party, etc. at a local CC. The store will offer 2 hours of mingling, snacking, and shopping for ten or more guests – along with light refreshments and a 20% discount. Many women’s groups are leveraging the idea to raise money for important causes and charities.

Although the retailer has yet to evolve its web presence from promotional into transactional, the website’s featured Outfit-of-the-Day (“OOTD”) videos turn the every-woman into a celebrity. In the OOTD videos, the featured consumer is all too happy to name the brands she wears from head-to-toe and how recent CC purchases help complete the look. The videos showcase individual style and savvy shopping habits, a refreshing change vs. the “mall haul” youtube videos posted by teens and tweens.

Shopper enthusiasm is high, reflecting that consumers feel that their money and time at CC is well spent.