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Cherokee began more than 30years ago as a women's casual footwear company in Los Angeles in 1973. The company designed casual, comfortable, fashionable footwear that was marketed to young girls. Throughout the 70s the business steadily grew as Cherokee footwear spread across America and developed strong consumer respect and Loyalty. In 1981, the company expanded Cherokee's highly respected footwear image to include apparel and accessories. Cherokee grew significantly in the 80's. By the early 1990s, the company recognized that a metamorphosis was taking place. The consolidation of retailers was creating economies of scale enabling the worlds leading retailers to leverage their sourcing power and successfully procure their own products thereby virtually eliminating the conventional wholesaler. This change enabled the world's leading retailers to reduce prices to their consumers while increasing their profits and consumer traffic. In 1996, The company changed course, closed down its wholesale manufacturing and distribution operations, lowered overhead from $23 million to under $4million, became The Cherokee Group and embarked on its retail direct licensing strategy, wherein all products are sourced by the retailer, while the Company approves all graphics, quality and advertising maintaining the integrity of both the Cherokee Brand and brands the Company has since acquired. The Cherokee Brand has become the 3rd largest apparel brand in the world and the fastest growing family brand. The Cherokee Group acquired the brands Sideout, Carol Little, All That Jazz and Chorus Line expanding its Retail Direct Licensing success worldwide. Sideout is regionally licensed to Mervyns and Shanghai Bolderway, Fashion Company, division Guangdong Leaderway in China. The Carole Little brand is licensed to TJX in the U.S.. Cherokee also represents several renown brands, presenting them to its global retail network for licensing opportunities applying its retail direct formula. Examples of successful representations include House Beautiful licensed to May Company and Mossimo to Target. The Cherokee Group now consults with other brand owners and retailers to enhance their profits through it developed licensing techniques.
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