, Singapore
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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.
 

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