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Charles & Keith

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Submitted By maylyng
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The period chosen and particular to the selected entrepreneur is from 1994 to 2011. According to Schaper and Volery (2004) the factors that influenced the entrepreneurial activity for Charles and Keith from 1994 to 1996; just prior to the founding of the brand can be classified into five elements, namely, the environment, opportunities, resources, the organisation and the entrepreneur.

At that point, the environment at community level during that time was that there were no known home-grown brands in the fashionable footwear market. Providers that exist were either neighbourhood stores or branded labels such as Nine West. However, during that period with a weak economy (National Wages Council (NWC), 1996), both brothers, Charles and Keith faced employment challenges such as the lack of opportunities as they had not done well academically and with that, they decided to work in their family owned shop in Ang Mo Kio.

They assisted their parents entirely from the serving of customers to stock counting. “After helping out in my family owned shop for a couple of years, I felt that ladies footwear in Singapore was plain and basic as compared to other countries. There was no footwear retailer selling fanciful footwear at good pricing. Women in Singapore often have to rely on imported footwear which is expensive and unbefitting. Together with Keith, we introduced this brand – Charles & Keith”.

Starting a business is never easy, especially when you are younger than others in the industry. “When we first started, the suppliers felt that I was young and incompetent. They were not willing to co-operate and often introduced expensive designs that had been rejected by other retailers.” In addition, from customer feedback, Charles observed that merely selling shoes bought from wholesale suppliers did not provide a variety of designs and choices to customers. Instead of

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