E-commerce Strategy · Product & Channel Optimisation
During my internship at CHARLES & KEITH Shanghai, I independently developed a 37-slide e-commerce strategy exploring how the brand could strengthen its light-luxury positioning in China. I structured the project around four connected areas: consumers, products, channels and brand.
Using internal sales data, product assortment analysis, customer reviews and competitor research, I identified opportunities to simplify the assortment, strengthen hero products and address recurring quality and packaging concerns. I presented my recommendations to the marketing and e-commerce teams, and several findings aligned with themes being examined through a concurrent Bain consulting project.
Combined JD and Tmall customer data with market research, identifying self-expression, emotional fulfilment and social influence as key Gen Z purchase motivations.
Analysed bag and shoe assortment patterns alongside customer feedback, informing recommendations for phased assortment testing, clearer product tiers, and packaging and quality-control improvements.
Compared product mix, pricing, promotions and platform roles, recommending clearer separation between flagship, social and discount channels.
Connected consumer, product, channel and brand findings into a light-luxury strategy presented to marketing and e-commerce leaders.
Alongside the e-commerce strategy project, I supported CHARLES & KEITH’s participation in Tmall’s Double 11 Super Fashion Show. My contribution covered concept development, model selection and key-visual alignment, helping the team maintain consistency between the creative direction and the brand’s commercial objectives.
This project showed me that e-commerce performance cannot be judged by sales and profit margins alone. Sustainable growth also depends on understanding its target audience, maintaining a focused product portfolio, giving each channel a clear role and ensuring those decisions support the brand’s positioning. Looking at these areas together gave me a more complete understanding of how e-commerce and brand strategy influence one another.