Background

Charming Charlie was experiencing growth, but lacked the compelling brand image that would position them as an accessories leader. Lambesis’ goal was to bring aspiration to the consumer while celebrating Charming Charlie’s value pricing. The solution was “Find Your Fabulous,” a campaign that expressed the brand’s ethos of bringing affordable style to women everywhere. Lambesis enlisted renowned fashion photographer Terry Richardson to bring a designer cachet to the mass retail offering. The glamorous look extended to all rebranding, including print, out of home, point-of-sale and an ecommerce site. Within six months, Charming Charlie’s brand awareness increased by nearly 10 percent, with the name garnering almost as much recognition as Kohl’s and JCPenney.

TV & FIlm

By showcasing Charming Charlie’s affordable accessories in a high-style TV spot, Lambesis was able to position the brand as glamorous, aspirational and fun.

Interactive

Lambesis created a best-in-class online retail experience for Charming Charlie. The re-launch of the Charming Charlie e-commerce site focused on a smooth user experience, an editorial look and feel that carried over into photography, styling and copy and robust merchandising features to mimic the feel of shopping at a brick and mortar location. All sales and traffic measures for the site were met and exceeded post-launch and the site continues to be the top performing Charming Charlie “store”.

Print

Stylish and iconic print ads spotlighted seasonal Charming Charlie collections, from spring pastels to summer safari wear.