Tag: Charles & Keith

South Korea – Charles & Keith has launched the first ‘Designer in Residence’ initiative, which aims to support rising fashion designers by giving them a platform to show their designs. The project seeks to amplify new creatives while expanding the fashion industry.

In its first partnership, Charles & Keith is joined by South Korean designer Seokwoon Yoon to showcase his Spring Summer 25 collection at the brand’s flagship store in Gangnam.

The collection’s theme is focused on the life and death cycle and the human desire to preserve moments. This is portrayed through the use of wildflowers. It also displays Yoon’s style of creating oversized and unconventional designs.

As part of the collection, Yoon reimagined the iconic Charles & Keith Petra shoulder bag using his painting technique along with geometric designs. The special-edition bag is limited to 30 pieces, and will be sold exclusively at the brand’s Gangnam physical and online store.

“Having partnered with Seokwoon Yoon on his runway showings at Seoul Fashion Week previously, we were thrilled to be able to evolve our support for his namesake label with The Designer in Residence concept this season,” Keith Wong, Charles & Keith co-founder, said. 

“The project is intended to be a practical way to heighten visibility of emerging design talent we have long-standing relationships – and great synergy – with, by leveraging our prime flagship locations to highlight their newest collections. We hope the novelty of bringing ready to wear into the store will inspire customers on how to style our Fall products, whilst offering a fresh CHARLES & KEITH retail experience that sparks excitement,” Wong added.

The Spring Summer 25 collection is available from Sept. 5 to 19, 2024 alongside Charles & Keith’s Fall 24 collection at the Gangnam boutique.

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’. 

Singapore — Fashion company Charles & Keith has announced several developments in its efforts to embrace the metaverse. The company unveiled it will join the first-ever Metaverse Fashion Week (MVFW) hosted on the 3D world browser-based platform Decentraland from 24-27 March 2022. The brand has also partnered with crypto payments platform TripleA to launch a cryptocurrency enabled payment method on its e-commerce site.

The Charles & Keith booth in the MVFW festivities in Decentraland will be open to fashion fans until April 14. There, they can check out the booth with its different digital representations of Charles & Keith’s icon of the season: the candy-coloured Koa shoulder bag, and playful tie-up Alex sandals. Avatars can explore the pop-up to view the Spring 2022 campaign video and try on digital wearables akin to a physical store experience. Guests also have the option to click through to the fashion company’s website to purchase physical products of what their avatars are wearing.

To kick off MVFW, Charles & Keith will welcome the first 1000 avatars to visit the booth with complimentary Koa bag and Alex sandals wearables. Back in the real world, twenty exclusive micro Koa bags are also up for grabs. Fans simply have to take a screenshot of their avatar at the CHARLES & KEITH booth and post it on Instagram or Twitter to stand a chance to win the limited-edition accessory.

In the vein of embracing this new digital era, Charles & Keith is also one of the pioneer fashion brands to offer cryptocurrency as a transaction mode on its e-commerce platform. This new service caters to customers who own cryptocurrency and are seeking additional channels where they can purchase goods and services using their investments. Customers with existing wallets simply have to scan a QR code at checkout to make payment with their cryptocurrency.

The brand’s partnership with TripleA allows its customers to pay using accepted coins like Bitcoin, Ethereum and Tether USDT.

This initiative marks the brand’s first foray into digital currencies and will be rolled out in Singapore, the United States, Australia, Canada, Malaysia, the United Kingdom and Europe during the initial launch phase in H1 2022.