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

你的职业occupation

student学生office worker上班族freelancer 自由职业者others 其他

2. 你的年龄 Age

below 1818-2222-28above 28

你每月在时尚配饰上的预算是？

Your monthly budget for fashion accessories：

below 50SGD 50-100SGD 100-200above 200

你是否听说过 Charles & Keith？

Have you heard of Charles & Keith?

YesNo

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）

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：

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

你认为 Charles & Keith 更接近以下哪种定位？

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

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

你是否曾购买过 Charles & Keith 的产品？

Have you ever purchased Charles & Keith products?

YesNo

（若未购买）主要原因是？

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

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

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

11.

你目前是否是 Charles & Keith 的会员？

Are you currently a Charles & Keith member?

YesNo

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)

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

13.

哪些会员福利最能吸引你？

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

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

14.

你最常使用哪些社交媒体平台？

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

Instagram抖音TikTok小红书 Xiaohongshu微信Wechat / WhatsappYouTube

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?

YesNo

16.

哪些内容更容易引发你的互动？

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

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

17.

哪种形式最能提升你对品牌的好感？

Which format improves your brand perception?

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

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

19.

有关Charles & Keith的任何想法：

Any ideas about Charles & Keith

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