San Diego-based Charlotte Russe announced that it was considering selling the company last week, but for now, they are focusing on a merchandising re-direct. First, Emilia Fabricant is now president and chief merchandising officer of the mall-based chain. Her goal is to move the retailer out of the realm generic mall store and into a higher-end bracket. To help with this, Fabricant tapped lead Gossip Girl stylist, Eric Daman, as a consulting creative director and signed Susie Castillo, the former MTVVJ, as the brand’s ambassador. Fabricant wants the focus of the product to be placed on value and to increase the customer base from 16 to 24-year-olds to 16 to 29-year-olds. The now exclusive to Charlotte Russe, People’s Liberation line, is expected to help with meeting these goals as well. [wwd]
Seeing that the retailer has fallen into the red, I just hope that this makeover is not already too late.