Consumer perception of Charles & Keith survey

Hello, my name is Sze yin, Chengyu, Yilin, Yuxin, chaimeng . We are Y1 Students of BA (Hons) Fashion Media and Industries at the School of Fashion at Lasalle College of the Arts, University of the Arts Singapore.

We thank you for participating in this survey/focus group.

Our independent research aims to conduct a comprehensive brand audit and examine effective strategies for brand activation. Your insights will significantly enhance our understanding, and we assure you that all responses will be kept confidential and used solely for this project.

By participating, you are granting us permission to use the gathered information for our analyses. Your response will not be used outside this project, and it will be anonymous. We are *NOT* affiliated with Curious Creatures

For more information, please contact our group representative. +65 83143382
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1.

你的职业occupation

student学生
office worker上班族
freelancer 自由职业者
others 其他
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2.
你的年龄 Age
below 18
18-22
22-28
above 28
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3.

你每月在时尚配饰上的预算是？

Your monthly budget for fashion accessories：

below 50
SGD 50-100
SGD 100-200
above 200
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4.

你是否听说过 Charles & Keith？

Have you heard of Charles & Keith?

Yes
No
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5.

你是通过哪些渠道第一次了解 Charles & Keith 的？

How did you first hear about Charles & Keith? (Multiple choice）

【多选题】
社交媒体 Social media
线下门店Physical store
商场/街边看到 Mall / street exposure
朋友或同学推荐 Friends / classmates
博主推荐Influencers / KOLs
其他Others：
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6.

在以下品牌中，你对 Charles & Keith 的熟悉程度是？

How familiar are you with Charles & Keith?

完全不了解 Not familiar at all
听说过但不了解 Heard of it
略有了解Somewhat familiar
非常了解 Very familiar
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7.

你认为 Charles & Keith 更接近以下哪种定位？

How would you position Charles & Keith? (Multiple choice)

【多选题】
快时尚 Fast fashion
轻奢/ 可负担时尚 Affordable luxury
成熟通勤品牌 Office / mature brand
学生友好品牌 Student-friendly brand
其他others
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8.

你是否曾购买过 Charles & Keith 的产品？

Have you ever purchased Charles & Keith products?

Yes
No
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9.

（若未购买）主要原因是？

If no, what are the main reasons? (Multiple choice)

【多选题】
风格不符合我 Not my style
价格偏高Price is still high
更偏好其他品牌 Prefer other brands
对品牌不够了解Lack of brand knowledge
很少买鞋包Rarely buy accessories
其他 Others
我买它 I buy it
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10.

你是否有注册时尚品牌会员的习惯？

Do you have the habit of registering as a member of a fashion brand?

Often 经常注册
Sometimes 偶尔注册
Never 从不注册
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11.

你目前是否是 Charles & Keith 的会员？

Are you currently a Charles & Keith member?

Yes
No
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12.

 （若非会员）你未注册会员的原因是？

If no, why haven't you signed up? (Multiple choice)

【多选题】
不知道有会员制度 Didn't know
福利不吸引 Benefits not attractive
注册流程麻烦 Complicated process
很少购买Rarely purchase
其他 Others
我是会员 I‘m a member
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13.

哪些会员福利最能吸引你？

Which membership benefits would attract you most? (Multiple choice)

【多选题】
学生专属折扣 Student discount
消费返现 Cashback/ points
生日优惠 Birthday rewards
新品提前购 Early access
不是会员 Not membership
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14.

你最常使用哪些社交媒体平台？

Which social media platforms do you use most? (Multiple choice)

【多选题】
Instagram
抖音TikTok
小红书 Xiaohongshu
微信Wechat / Whatsapp
YouTube
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15.

你是否关注 Charles & Keith 的官方社交媒体账号？

Do you follow Charles & Keith on social media?

Yes
No
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16.

哪些内容更容易引发你的互动？

What type of content encourages your engagement? (Multiple choice)

【多选题】
学生穿搭Student styling
折扣促销Promotions
博主KOL / Influencers
新品展示 New arrivals
客户生成内容 User-generated content （UGC)
其他Others
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17.

哪种形式最能提升你对品牌的好感？

Which format improves your brand perception?

【多选题】
短视频 Short videos
图文贴文 Image ＆ text posts
抽奖互动 Giveaways
线下校园活动Campus events
其他 Others
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18.

你是否愿意因社交媒体内容而尝试购买 Charles & Keith？

Would social media content influence your purchase decision?

完全不会 Not at all
影响不大 Slightly
有一定影响 Somewhat
非常有影响 Strongly
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19.

有关Charles & Keith的任何想法：

Any ideas about Charles & Keith

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