Charlotte Russe Marketing Strategy

The specialty retailer of women's clothes, footwear, and accessories-aimed majority to young teens and women in their twenties, was founded by the the Lawrence brothers-Dan, Frank, and Larry.

Charlotte Russe was founded in 1975 under the Lawrence Merchandising Corporation. The first Charlotte Russe was first opened in Carlsbad, California, while being named after a desert that the Lawrence brothers remembered from their childhood.

Over the next few years, business skyrocketed for the Lawrence brothers with the opening of 6 more stores in San Diego County, while bringing in $12 million in 1984. From there on their brand grew bigger, moving into other states, and into heavily shopped malls attracting the the customers they wanted-young women.

Women began bringing their adolescent daughters to shop with them. This was the next big move for Charlotte Russe.

The company then began to broad their inventory, making it more suitable for adolescents to also shop in their retail by adding more classic styles and occasion dresses.

As business grew, so did competition. Charlotte’s biggest competitors are Wet Seal Inc, and Forever 21. Charlotte Russe, however performed better than its competition due to its marketing philosophy, following the customers wants rather than decreeing trends.

Moreover, by 2002, there were 160 Charlotte Russe stores, 42 Rampage stores, and 10 Charlotte's Room stores in 28 states. Unfortunately in 2003 the company hit a rough patch that lasted into 2004. Not bringing in enough sales, Charlotte’s Room stores closed. However, the company pulled through, hiring two new general merchandising managers-one for each division (Charlotte Russe, and Charlotte’s Closet.

After all the bumps and bruises, Charlotte made a huge turn around!

Currently, the company owns and operates stores in 45 states. As of June 2014, Charlotte Russe operates 560 stores. Those 560 stores can be found in local malls/shopping