, Singapore
Photo from Charles & Keith's website

How has the viral ‘luxury’ debate over Charles & Keith affected the brand?

The brand's purchase consideration score rose by 8.3 points following the TikTok discourse.

More consumers have become interested in shopping for products from Charles & Keith after it showed support for TikTok user Zoe 
Gabriel, who was shamed for calling the brand "luxury."

Data from YouGov showed that the local fashion company's consideration score or the "percentage of Singapore residents who would consider buying from the brand when they are next in the market for a fashion product" has sharply risen by 8.3 points to 19.8 on January 16.

January 16 was the fourth day after the news about Zoe visiting the brand's headquarters broke.

From January 8 to 16, the brand's WOM exposure or the percentage of consumers talking about a brand in the past two weeks rose by 12.3 points to 20.7.

YouGov said this indicates that "consumers were not just reading about the incident but also talking about it."

January 8 was the date when Gabriel posted her TikTok video featuring Charles and Keith. 

The brand also saw an increase in its net Buzz scores by 19.7 points to 27.6 and net Impression scores by 13 points to 21.2 in a week.

Net Impression scores measure whether more consumers have a positive or negative impression of a brand, whilst net Buzz scores measure whether consumers have heard more positive or negative things about a brand in the past two weeks.

Join Retail Asia community
Since you're here...

...there are many ways you can work with us to advertise your company and connect to your customers. Our team can help you dight and create an advertising campaign, in print and digital, on this website and in print magazine.

We can also organize a real life or digital event for you and find thought leader speakers as well as industry leaders, who could be your potential partners, to join the event. We also run some awards programmes which give you an opportunity to be recognized for your achievements during the year and you can join this as a participant or a sponsor.

Let us help you drive your business forward with a good partnership!


ION Orchard marks 15 years as a premier retail destination
The mall is proactive in conducting surveys to identify trends and optimise its tenant mix.
Thai developer says malls stand out as ‘offline super apps’
The tangible business model for entertainment, dining, and retail under one roof still works, and improves with technology.