CHARLES & KEITH, a brand that Communicates
The main point of Public Relation in business is Building Relation. It is different from simple marketing or commercial advertisements. Rather than, you have to have forged a bond with stakeholders by continuing communication, and to make your differentiated features by using unique brand voice. Today, I am going to talk about CHARLES & KEITH, the SPA bag brand which had “luxury” PR skills.
The key person in the story is Zoe Gabriel, who is a Singaporean content creator in TikTok. Zoe Gabriel uploaded the video about CHARLES & KEITH bag, which was the first bag present from her dad. She appreciated so much that add the captions on the video. “my first luxury bag :))”
Unfortunately, people did not celebrate for her first bag present, but criticized. Netizens claimed that CHARLES & KEITH is not a luxury brand, but a fast fashion brand that quickly produces supplies at a low price in line with the latest trends.
“To you, an $80 bag may not be a luxury, for me and my family it is a lot,” “And I was so grateful that my dad was able to get me one.” Zoe replyed to them with honest video again.
Then, how did CHARLES & KEITH react?
Zoe Gabriel’s “luxury” case spread slowly on social media, eventually entering the founder’s ear. The founder of the CHARLES & KEITH invited her and her father to lunch and thanked them for their love of the brand for dinner.
CHARLES & KEITH interpreted the teenage girl’s SNS as interest and love for their brand, rather than letting it slip lightly. It shows their talent of empathizing and communicating with customers.
CHARLES & KEITH’s recent move shows that they did not only want to communicate with customers in a short-term or superficial way.
What they did was releasing a special edition bag, to celebrate upcoming International Women’s Day on March 8.
CHARLES & KEITH recreated their steady seller, Aralia bag, in a light purple color that symbolizes gender equality.
There was an unexpected welcome person in their special edition pictorial.
It was Zoe Gabriel.
Eight women from various fields participated in the photo shoot and shared the meaning of equality. And CHARLES & KEITH did not forget the love of the brand sent by her and invited her to be a special brand ambassador.
With a TikTok video of a teenage girl that could have been nothing more than a simple happening, CHARLES & KEITH shows long-term interest and consideration for customers.
What did they do?
📌Being familiar with social issues such as gender equality.
📌also with the social media that customers often use.
📌Combine brand image with communication style
