Charles N Keith: Marketing 101 in Singapore

Charles Keith_ Marketing 101 in Singapore _ MediaOne Marketing Singapore

Charles N Keith is a Singaporean fashion brand that has become a global success story, with stores in over 50 countries.

The brand was founded in 1996 by Charles Wong and Keith Wong, and has since expanded its product range to include shoes, bags, and accessories.

Charles & Keith is known for its affordable yet stylish products that cater to fashion-conscious individuals. In this article, we will explore the marketing strategy that has helped Charles & Keith become a household name in Singapore and beyond.

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Social Media Presence

Social media has become an integral part of marketing strategies for brands across industries, and Charles & Keith is no exception. The brand has a strong social media presence, with over 4.4 million followers on Instagram alone.

Their Instagram feed features product images, lifestyle content, and influencer collaborations. Charles & Keith also has a presence on other platforms such as Facebook and Twitter.

One of the reasons behind the success of Charles & Keith’s social media strategy is their consistency in posting high-quality content that resonates with their target audience. They post frequently, ensuring that their followers are always engaged with their content.

Additionally, Charles & Keith’s social media accounts are visually appealing, with a cohesive aesthetic that reflects the brand’s overall image.

Influencer Collaborations

Influencer Collaborations | MediaOne Marketing Singapore

Influencer collaborations have become a popular marketing tactic for brands looking to reach a wider audience. Charles & Keith has successfully leveraged the power of influencer marketing by collaborating with fashion influencers from around the world. These collaborations have helped the brand tap into new markets and reach a younger demographic.

One of the most successful influencer collaborations by Charles & Keith was with the fashion influencer Aimee Song.

Aimee has over 5 million followers on Instagram, and her collaboration with Charles & Keith helped the brand gain exposure to a wider audience. The collaboration featured a range of shoes, bags, and accessories that were designed by Aimee and sold under the Charles & Keith brand.

Product Launches and Events

Product launches and events are an important part of the marketing strategy for Charles & Keith. The brand hosts events to launch new products and collaborations, which helps generate buzz and excitement among their target audience.

One of the most successful product launches by Charles & Keith was the launch of their first flagship store in Singapore. The brand hosted a launch event that was attended by fashion bloggers, influencers, and members of the media. The event generated a lot of buzz on social media, and helped establish Charles & Keith as a major player in the fashion industry.

The brand also hosts events such as pop-up stores and fashion shows to showcase their products and collaborations. These events help the brand connect with their target audience and create a sense of community around the brand.

Customer Loyalty Program

Charles & Keith has a customer loyalty program called “Privilege”. The program offers members exclusive access to sales, promotions, and events. Members also earn points for their purchases, which can be redeemed for discounts on future purchases.

The Privilege program has helped the brand create a loyal customer base, who are incentivized to make repeat purchases. It also helps the brand collect data on their customers’ preferences and shopping habits, which can be used to inform future marketing campaigns and product launches.

No Place for Bullying: Charles N Keith Stands up Against TikTok User’s Mockery of Branded Bag as ‘Luxury’

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Charles & Keith has been known for promoting inclusivity and diversity in fashion. They believe that fashion should be a tool for self-expression and not a means to exclude or belittle anyone. Hence, when they saw the TikTok video mocking the user for her bag, they felt compelled to act.

The TikTok video showed the user flaunting her Charles & Keith bag, claiming it was a ‘luxury’ item. Some viewers ridiculed her and made fun of her for branding the bag as ‘luxury,’ stating that Charles & Keith is not a luxury brand. However, instead of ignoring the negativity, Charles & Keith chose to respond.

In a post on their Instagram page, Charles & Keith reinforced their commitment to promoting respect and kindness online. They stated that there is no place for bullying in their brand and that they believe in celebrating diversity and inclusivity. The brand also shared messages of support for the TikTok user, encouraging her to continue expressing herself and being proud of her choices.

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This response from Charles & Keith did not go unnoticed. Many social media users praised the brand for taking a stand against bullying and promoting positivity online. The brand’s response also demonstrated their values and beliefs, which resonated with many consumers.

The incident also highlights the importance of brands taking a stand against negativity and promoting respect and inclusivity. In today’s digital world, consumers are more conscious of the brands they support, and their values play a significant role in their purchasing decisions.

By standing up against bullying and promoting positivity, brands like Charles & Keith are creating a loyal customer base who share their values and beliefs.

Why You Should Buy Charles & Keith Marketing? – Support Local Singapore Brand

Quality Products

One of the reasons why you should buy Charles & Keith is the quality of their products. The brand is committed to providing high-quality fashion items, from shoes and bags to jewellery and accessories. The company uses top-quality materials and the latest technology to ensure that each product is of the highest quality.

Charles & Keith has gained a reputation for producing durable and stylish products. Customers can rely on their shoes, bags, and accessories to last for years, even with daily use. This means that you can invest in their products without worrying about having to replace them anytime soon.

Affordable Prices

Another reason why you should buy from Charles & Keith is their affordable prices. Despite their commitment to producing high-quality products, the brand manages to keep their prices reasonable. This means that you can purchase quality fashion items without breaking the bank.

Charles & Keith’s commitment to affordable prices is evident in their regular sales and promotions. Customers can often find great deals on their favourite products, making it easy to stay fashionable without spending a fortune.

Wide Range of Products

Charles & Keith offers a wide range of products, making it easy to find something that suits your personal style. Whether you’re looking for shoes, bags, jewellery, or accessories, you’re sure to find something that you love.


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Charles & Keith has established itself as a major player in the fashion industry, with a strong presence in Singapore and beyond. The brand’s success can be attributed to their strong marketing strategy, which includes social media, influencer collaborations, product launches, and a customer loyalty program.

By leveraging these marketing tactics, Charles & Keith has been able to build a loyal customer base and reach new markets around the world.

Another key factor in the success of Charles & Keith is their ability to stay on top of the latest fashion trends while still offering affordable products. The brand’s product range includes a variety of styles and designs that cater to different tastes, from classic to trendy. This has helped the brand appeal to a wide range of customers, from fashion enthusiasts to budget-conscious shoppers.

In conclusion, Charles & Keith’s marketing strategy has played a major role in their success as a fashion brand. By using social media, influencer collaborations, product launches, and a customer loyalty program, the brand has been able to connect with their target audience and build a strong brand image.

As the fashion industry continues to evolve, it will be interesting to see how Charles & Keith adapts their marketing strategy to stay ahead of the curve.

28 Common Questions and Answers About Charles N Keith Marketing

28 Common Questions and Answers About Charles & Keith Marketing | MediaOne Marketing Singapore

What is Charles & Keith?
Charles & Keith is a Singaporean fashion brand that offers a range of affordable and stylish footwear, bags, and accessories for women.

When was Charles & Keith founded?
The brand was founded in 1996.

Who are the founders of Charles & Keith?
The brand was founded by brothers Charles and Keith Wong.

What is the target market of Charles & Keith?
Charles & Keith’s target market is women aged 18-35 who are fashion-forward and style-conscious.

What is the brand’s marketing approach?
Charles & Keith’s marketing approach is focused on building a strong brand image through social media, influencer collaborations, and innovative campaigns and initiatives.

How does Charles & Keith use social media for marketing?
Charles & Keith uses social media platforms like Instagram, Facebook, and Twitter to showcase its products, engage with customers, and promote its brand values and vision.

What is the brand’s hashtag on Instagram?
The brand’s official hashtag on Instagram is #CharlesKeith.

Does Charles & Keith work with influencers?
Yes, Charles & Keith collaborates with influencers and brand ambassadors to promote its products and brand values.

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Who are some of the influencers that Charles & Keith has worked with?
Some of the influencers that Charles & Keith has worked with include Aimee Song, Chriselle Lim, and Blair Eadie.

Does Charles & Keith use paid advertising?
Yes, Charles & Keith uses paid advertising on social media platforms and search engines to reach a wider audience.

What is Charles & Keith’s brand message?
Charles & Keith’s brand message is to empower women to express their individuality and creativity through fashion.

Does Charles & Keith offer free shipping?
Yes, Charles & Keith offers free standard shipping on orders over a certain amount in select countries.

Does Charles & Keith offer student discounts?
Yes, Charles & Keith offers a student discount of 10% on all purchases made online.

Does Charles & Keith have a loyalty program?
Yes, Charles & Keith has a loyalty program called the CHARLES & KEITH Gold Member Program that offers exclusive perks and rewards to its members.

What is the CHARLES & KEITH Gold Member Program?
The CHARLES & KEITH Gold Member Program is a loyalty program that offers perks and rewards such as birthday discounts, free shipping, and exclusive access to new collections and promotions.

How can customers become a member of the CHARLES & KEITH Gold Member Program?
Customers can become a member of the CHARLES & KEITH Gold Member Program by signing up on the brand’s website or mobile app.

Does Charles & Keith offer gift cards?
Yes, Charles & Keith offers gift cards that can be purchased on its website or in its physical stores.

Does Charles & Keith offer refunds and exchanges?
Yes, Charles & Keith offers refunds and exchanges within a certain period of time after purchase, subject to certain conditions.

What is Charles & Keith’s approach to sustainability?
Charles & Keith is committed to sustainable fashion and has taken several steps to reduce its environmental impact, such as using sustainable materials, reducing waste, and promoting responsible consumption.

Does Charles & Keith have a sustainability program?
Yes, Charles & Keith has a sustainability program called Better Without, which aims to reduce the brand’s impact on the environment and promote sustainable practices.

What initiatives has Charles & Keith taken under its Better Without sustainability program?
Under its Better Without sustainability program, Charles & Keith has taken several initiatives, such as reducing its carbon footprint, using eco-friendly materials, and promoting circular fashion.

What is Charles & Keith’s approach to inclusivity and diversity?
Charles & Keith is committed to promoting inclusivity and diversity in its marketing and product offerings and has taken several steps in this direction, such as featuring diverse models in its campaigns and offering a range of sizes and styles to cater to different needs.

What are some of the innovative marketing campaigns that Charles & Keith has run?
Charles & Keith has run several innovative marketing campaigns over the years, such as the #IAMWHOIAM campaign that aimed to empower women to be confident and true to themselves, and the #CHARLESKEITHCURATES campaign that featured the brand’s creative directors curating their favourite looks.

What is Charles & Keith’s approach to content marketing?
Charles & Keith’s approach to content marketing is to create engaging and informative content that showcases its products and brand values and resonates with its target audience.

Does Charles & Keith use email marketing?
Yes, Charles & Keith uses email marketing to keep its subscribers informed about new product launches, promotions, and events.

What is Charles & Keith’s approach to experiential marketing?
Charles & Keith’s approach to experiential marketing is to create immersive and memorable experiences that engage customers and promote its brand values, such as pop-up stores and interactive events.

How does Charles & Keith stay relevant and competitive in the fashion industry?
Charles & Keith stays relevant and competitive in the fashion industry by constantly innovating and adapting to changing consumer trends and preferences, investing in technology and digital marketing, and collaborating with influencers and brand ambassadors.

What are some of the future marketing initiatives that Charles & Keith has planned?
Charles & Keith has several future marketing initiatives planned, such as expanding its e-commerce presence, launching new product lines, and partnering with more influencers and brand ambassadors to reach a wider audience.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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Search Engine Marketing (SEM)

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