1.0 INTRODUCTIONCharles & Keith, a well-known women's footwear brand, was established in 1996 in Singapore's Amara Mall by the two young brothers, Charles Wong and Keith Wong. The company started its business in overseas markets in 2000. To date, Charles and Keith are present in more than 20 major cities around the world. The brand is known internationally today with the vision "to be the most admired forward-thinking company" and the mission "to offer high quality products and services, with a commitment to perfection” constantly in mind (Charles & Keith, 2013).2.0 MARKETING CONCEPTS – THE MARKETING MIXAccording to Blythe (2012), marketing is a management process that identifies and responds to customer needs while making profits. Thanks to appropriate marketing concepts, Charles and Keith manage to grow from a small, inconspicuous shoe store to an international shoe brand that occupies an important place in the industry within a few years.2.1 ProductFrom selling shoes only for women, Charles and Keith have expanded their product range including women's bags and accessories to meet different customer demands. Charles and Keith have a team of designers who regularly come out with new products and the company has its own R&D team who frequently travel to fashion cities to stay abreast of the latest trends and designs (Singapore Press Holdings, 2009).2.2 PriceCharles and Keith uses synthetic materials and polyurethane to ensure affordable prices for their products (Singapore Press Holding, 2009). However, the qualities of the products are not compromised despite their cheap prices. Managing Director Charles Wong reassured customers that although the medium of paper, entering the overseas market carries expectations as well as uncertainties due to unfamiliarity. Charles and Keith, the fashion retailer, must clearly understand that what appeals in one market may not be accepted in others and this is almost the same for all sectors. Thus, thorough research on the cultural context must be done before entering unfamiliar territory. 6.0 CONCLUSION In conclusion, Charles and Keith not only create trends, but also make fashion affordable and accessible to as many people as possible. The company's success has benefited from government policies and the country's stable economic growth. However, the weaknesses and threats should not be overlooked in order to gain a greater market share. The company's success in its own country increased and ensured its competitiveness on the international stage..