Consumer sentiment on Charles & Keith rose sharply following trending TikTok of teenager calling brand ‘luxury’ 

Consumer sentiment on Charles & Keith rose sharply following trending TikTok of teenager calling brand ‘luxury’

Singapore – Following Charles & Keith’s response to the viral TikTok video of Singapore-based Filipino teenager Zoe Gabriel, it’s revealed by research firm YouGov that consumer impression and purchase consideration towards the brand sharply increased. 

In a recent trending incident, Gabriel was bashed online by several users after posting a TikTok video of her purchasing a Charles & Keith bag and sharing that it’s her ‘first luxury bag’. An additional caption read, “Thank you dad.” 

As a response, the brand invited Gabriel and her dad to its headquarters in Singapore and were given more gifts. Charles & Keith later on praised Gabriel for her ‘grace and humility’ despite the online bashing.

According to YouGov, the brand’s ‘Buzz’ score–pertaining to measurement of positive and negative sentiments of the brand in media–soared by 19.7 points: from 7.9 on January 8 to 27.6 by January 16.

Meanwhile, the brand’s ‘WOM Exposure’ score–which tracks the percentage of consumers who are talking about a brand in the past two weeks–also rose by 12.3 points – from 8.4 on January 8 to 20.7 by January 16.

In terms of consumer perception metrics, Charles & Keith’s net ‘Impression’ scores–which measure whether more consumers have a positive or negative impression of a brand–gained 13 points: from 8.2 on January 8 to 21.2 by January 16.

Lastly, the brand’s ‘Consideration’ scores–which track the percentage of Singapore residents who would consider buying from the brand when they are next in the market for a fashion product–increased by 8.3 points – from 11.5 on January 8 to 19.8 by January 16 – indicating that more consumers are interested in shopping for Charles & Keith products following the incident.

Following the incident, the trending topic also sparked quite a conversation within Singapore’s politics, with deputy prime minister Lawrence Wong using the incident as an example of questioning what is truly deemed as a ‘luxury’. 

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