YouGov study: Charles & Keith sees biggest bump in ad awareness in June

Homegrown fashion retailer Charles & Keith has achieved the biggest rise in ad awareness for the month of June, according to YouGov Plan & Track. YouGov’s data found that Charles & Keith’s ad awareness score rose from 5.1 to 14.4 over the past month, jumping +9.3 points.

The data showed that Charles & Keith’s “cruisy and cool” ad for its summer 2019 collection captured Singaporeans’ attention. The brand launched its summer 2019 collection of fashion sneakers with an ad featuring South Korean longboarder Ko Hyojoo.

The one-minute ad “Cruising with Hyojoo in Charles & Keith” features Hyojoo testing out the brand’s new sneakers while longboarding at the scenic Manhattan Beach California. The longboarder turned model boasts over half a million followers on Instagram, and has endorsed brands such as GoPro and Converse in the past. She has also been featured in Vogue, Hypebae and Marie Claire.

Singaporean consumers are not only noticing Charles & Keith ads, they are also now more likely to think their products to be of better quality and value.

The brands quality score has risen from 9.2 to 19.3, a rise of +10.1 points. Its value score has gone from 3.4 to 11.0, an increase of +7.9 points. YouGov profiles data reveals the profile of a typical Charles & Keith customers, which tend to be female, aged 25 to 34 and are likely to also customers of Mango, Sephora and H&M.

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