Charles & Keith, a Singapore-born brand, has become a global fashion success through trend-led design, digital strategy, and cultural relevance. With strong markets in China, South Korea, and Malaysia, it redefines affordable luxury across Asia-Pacific an
Image Courtesy of Hypebae
Once a humble shoe shop in Singapore’s Amara Shopping Centre in 1996, Charles & Keith has transformed into one of Asia’s most recognized fashion brands. Known for its sleek, trend-driven designs at accessible prices, the brand now operates in over 40 countries, with China and South Korea leading the charge in terms of sales and influence.
Founded in 1996 by brothers Charles and Keith Wong, the brand set out to fill the gap between fast fashion and luxury—offering designer-inspired footwear and accessories that appeal to modern women who crave both style and value. Two Singaporean entrepreneurs who built upon their family’s Ang Mo Kio shoe business with a new vision, designing their own footwear instead of sourcing from wholesalers
Headquartered in Singapore, the brand still views its home country as the creative and innovation hub. From concept stores in Tampines to the impressive global flagship at Jewel Changi Airport, Singapore functions as a testbed for new retail formats, capsule collections, and digital engagement strategies. The brand now operates roughly 600–700 stores across more than 30 countries, with a presence online in about 60 markets. A typical pricing bracket: USD 20–80 for shoes and USD 20–100 for bags .
· The first store launched in Amara Shopping Centre (then 100 AM) in 1996
· In 2022, the Tampines Mall location was revamped into the brand’s first concept store in Singapore, featuring Space‑inspired installations like the “Teak Circus” by Studio Kallang
· In July 2024, they opened their first Singapore flagship store at Jewel Changi Airport—the brand’s third global flagship—boasting immersive LED displays, recycled-material installations, a hot‑stamping personalisation bar, and five checkout points to enhance the shopping experience
Vision, Sustainability & Culture. The brand embraces a mission: bringing joy & excitement by empowering communities through fashion, with values of collaboration, creativity, empowerment, and openness. Since 2019, sustainability has been central—working with UN Women, Save the Children, Plastic Bank, FSC, WWF, and introducing initiatives like recycled materials, e‑commerce approaches, and sustainable packaging. Innovation includes a strong design team (~70 designers) producing 1,000+ designs per year, with supply chain control and rapid trend responsiveness.
Brand Influence & Recognition. Has gained traction through K‑pop collaborations, notably with Blackpink and ITZY leveraging visibility at Coachella and other events. Launched limited-edition items in collaboration with Singapore Airlines, using repurposed cabin materials. In May 2024, co-founder Charles Wong was named Businessman of the Year at the Singapore Business Awards
Charles & Keith has carved out a unique position in both the Asia-Pacific and global fashion retail landscape. Here’s a breakdown of its brand positioning and market presence in these regions:
Mid-Tier Accessible Luxury. Charles & Keith positions itself between mass-market fast fashion (e.g., H&M, Zara) and luxury brands (e.g., Coach, Michael Kors). It appeals to fashion-forward millennials and Gen Z looking for trend-driven products at accessible prices, especially in urban Asian markets.
Strong Regional Presence. Headquartered in Singapore, the brand has a deep-rooted presence in Southeast Asia with stores in: Singapore, Malaysia, Indonesia, Thailand, Vietnam, the Philippines. Also strong in Greater China (Hong Kong, Macau, Mainland China), South Korea, and Japan. Asia-Pacific is Charles & Keith’s largest and most mature market, contributing significantly to revenue.
Localised Fashion with Global Appeal. Products are often tailored for Asian tastes, such as smaller shoe sizes, lighter materials for tropical climates, and more feminine silhouettes—yet retain a universal design aesthetic.
Collaborations & K-Pop Power. The brand leverages pop culture and K-pop collaborations (e.g., ITZY, BLACKPINK sightings) to enhance its youthful and aspirational image across Asia. Regional campaigns often feature Asian influencers and localised storytelling, increasing relatability.
Emerging Global Fast-Fashion Accessory Brand. Charles & Keith is gaining ground globally as a fast-fashion accessories brand with design credibility. Online stores serve over 60 global markets, and physical stores are located in: Europe: France, Italy, UK. Middle East: UAE, Qatar, Saudi Arabia. North America: Just recently expanding online, not yet strong in physical retail.
Fashion-Forward + Sustainability = Modern Appeal. Globally, it positions itself as a modern, inclusive, and sustainable brand—not just fast fashion. With its vegan leather, recycled packaging, and partnerships with organizations like UN Women, it aims to resonate with conscious Gen Z consumers worldwide.
Digital-First Strategy. Significant e-commerce growth via its own platform and partnerships with Zalora, ASOS, and other fashion aggregators. Strong digital presence has enabled global customers to access the brand even where there are no physical stores.
In Asia-Pacific, Charles & Keith is a household name and fashion authority. It’s positioned as a chic, attainable lifestyle brand with deep regional roots and relevance.
Globally, it’s positioning itself as a rising player in accessible fashion accessories, backed by strong digital growth, a sustainability mission, and brand storytelling that appeals to the modern, empowered woman.
Charles & Keith’s global marketing success stems from a well-integrated strategy that combines fashion-forward branding, digital innovation, and culturally aware storytelling. Here's a breakdown of the key marketing strategies that helped them grow from a small Singaporean shoe store to a global fashion brand:
Design-Led Brand Identity. Instead of reselling others’ products, they design everything in-house—over 1,000 styles annually. This gives them full control over trends, originality, and brand narrative. They maintain a luxury look at affordable prices, offering an “accessible luxury” experience for aspirational shoppers. Positioning tagline: “Empowering women to express themselves through fashion.”
Digital-First & E-Commerce Expansion. They invested early in online retail, launching their e-commerce platform in 2004—long before competitors. Today, they sell directly to 60+ countries via their own site and platforms like Zalora, ASOS, and Nordstrom. Their digital ads focus on clean aesthetics, minimalist styling, and curated collections, aligning with fashion-savvy consumers.
Social Media + K-Pop Star Power. Charles & Keith has gained global buzz by tapping into K-pop and influencer culture, especially in Asia: Collaborations with ITZY (K-pop group) and endorsements by BLACKPINK members elevated global brand visibility. Viral moments like “Charles & Keith is luxury” TikTok (2023) generated millions of views and global media attention. They actively use Instagram, TikTok, and Weibo to launch campaigns, reveal drops, and promote styling tips.
Strategic Collaborations & Cultural Relevance. Collaborations with local and global brands help them stay culturally relevant: Singapore Airlines: Limited-edition bags using repurposed cabin materials. UN Women / International Women’s Day campaigns highlighting social causes and empowering stories. They focus on inclusive marketing by featuring models of diverse ethnicities and sizes.
Concept and Flagship Stores as Experience Hubs. Physical retail isn’t just about selling—it’s about experience: Concept store at Tampines Mall: Art installations, curated interiors. Flagship at Jewel Changi Airport: LED displays, customization bar, immersive zones. These stores function as global storytelling platforms, reinforcing their premium yet playful image.
Sustainability as a Brand Pillar. Increasingly positions itself as a conscious brand: Use of recycled and vegan materials, FSC-certified packaging. Partnership with Plastic Bank, Save the Children, and WWF. Their sustainability messaging is clear in both product design and marketing campaigns, which appeals strongly to Gen Z and millennials globally.
Localized Global Campaigns. While the brand has a global identity, they tailor campaigns to local markets: Chinese New Year and Hari Raya collections in Southeast Asia. Monochrome, high-street style visuals for Western audiences. KOL/influencer marketing adapted per region (e.g., Korean influencers for South Korea).
CHARLES & KEITH: Product Categories Breakdown
Footwear (Core Category) is the foundation of the brand and continues to be the largest category. Key Types: Heels – Block, kitten, stiletto, and mule heels for work and formalwear. Sandals – Strappy flats, slingbacks, chunky soles, and espadrilles.Loafers & Mules – For polished, minimal looks. Sneakers – Often minimalist, occasionally bold (platform or contrast details). Boots – Ankle and mid-calf styles, mostly seasonal. Ballet Flats – Reinvented with metallics, mesh, or bold hardware (a trending category)
Best-Selling Shoes:
· Gabine Buckled Mules & Loafers – Known for the signature curved buckle (almost a brand icon)
· Mary Janes – Their modern twist on this retro style sells out frequently in Asia
· Pointed-Toe Heels – Popular for both workwear and events
· Double-Strap Sandals – Summer favorite, often styled by influencers
Handbags (Flagship Subcategory) are now equally important as shoes, especially for fashion-forward Gen Z buyers. Key Styles: Mini Bags – Micro and nano bags with bold colors or metallic finishes. Tote Bags – Classic or padded styles with room for daily use. Shoulder & Hobo Bags – Trendy silhouettes like crescent moon or baguette bags. Top Handle Bags – Gabine and Koa lines are staples. Clutches & Evening Bags – Often crystal-embellished or with a satin finish
Best-Selling Bags:
· Gabine Saddle Bag – Signature curved flap, offered in many seasonal colors
· Koa Curved Shoulder Bag – Sleek minimalist bag, often goes viral online
· Aubrielle Chain Handle Bag – Quilted and luxurious-looking, popular on Instagram
· Lucile Metallic Bag – Popular for events and festive seasons
Accessories. A growing category that complements their fashion-forward offering. Key Types: Sunglasses – Oversized, retro, and cat-eye styles. Jewelry – Chunky rings, sculptural earrings, pearl studs. Wallets & Cardholders – Coordinated with bag lines. Hair Accessories – Claw clips, pearl pins, and headbands
Best-Selling Accessories:
· Gabine Buckle Card Holder
· Demi Sunglasses – Sleek, genderless styles often used in styling campaigns
· Stacked Earrings & Gold-Plated Jewelry Sets
Kids Collection: CHARLES & KEITH KIDS. Launched in 2020, the Kids line offers mini-me versions of best-sellers. Popular Items: Mini Gabine Bags. Kids Sandals with Glitter or Animal Motifs. Back-to-School Sneakers – Functional yet stylish
Seasonal Collections & Limited Editions. Charles & Keith frequently launches capsule collections, such as: Lunar New Year, Ramadan, and Diwali specials. Sustainability-themed drops using recycled materials. Singapore Airlines collab – Upcycled seat materials into limited bags. Artist collabs (e.g., with visual artists or stylists)
Charles & Keith's rise in global popularity is not a fluke—it’s a result of smart branding, digital savvy, and a deep understanding of its core demographic. Here's a detailed look at what makes Charles & Keith increasingly popular and which customer segments are driving that growth:
WHAT MAKES CHARLES & KEITH POPULAR
Smart Brand Positioning: “Affordable Designer-Look” Charles & Keith mastered the “affordable luxury” niche: It offers high-end aesthetics and original design without the luxury markup. Prices range between USD $40–100, appealing to both students and young professionals. Their design-forward image is comparable to brands like COS, Zara Studio, or JW PEI, but at a more accessible price.
Fashion-First, Design-Led Collections. All products are designed in-house, allowing the brand to be fast, original, and trend-driven. They quickly adopt seasonal runway trends—square toes, platforms, mini bags, mesh panels—often ahead of larger fast fashion competitors. Iconic products like the Gabine Saddle Bag and Koa Curved Shoulder Bag have become cult favorites.
Viral Social Media Moments. Charles & Keith gained massive buzz from organic and viral moments, including: The 2023 TikTok viral video where a Filipina girl called it her "first luxury bag" and received global support. Regular shout-outs from K-pop idols and influencers (e.g., ITZY collaboration). Their Instagram and TikTok strategy is visually polished, with high-end creative direction that appeals to aesthetic-conscious users.
Cultural Relevance & Localised Campaigns. Charles & Keith localizes content for markets across Asia-Pacific, Middle East, and Europe: Celebrates Lunar New Year, Ramadan, Diwali, and Women’s Day through thematic collections. Their storytelling emphasizes female empowerment, diversity, and identity—resonating especially with Gen Z and Millennial women globally.
Sustainability & Conscious Brand Image. While not fully sustainable, Charles & Keith is ahead of many fast fashion brands: Uses vegan leather, recycled fabrics, and eco-friendly packaging. Partners with UN Women, Plastic Bank, and Save the Children. This eco-conscious shift appeals to environmentally-aware younger consumers who seek ethical alternatives to luxury.
Modern Retail Experience. Their flagship and concept stores (especially in Jewel Changi and Seoul) are Instagrammable, experiential spaces with: Interactive LED walls. Personalization counters (e.g., hot-stamping). Artist-designed interiors (e.g., Studio Kallang collab). The seamless omnichannel experience—fast delivery, global e-commerce—makes shopping easy and rewarding.
Charles & Keith became globally popular by: Bridging the gap between luxury and fast fashion. Designing trend-led products with premium aesthetics. Leveraging influencer marketing and TikTok virality. Catering to Gen Z & Millennial values—style, affordability, ethics. Delivering consistent storytelling through product, retail, and digital experiences
Here are the Top 3 Charles & Keith flagship or premium stores in Singapore, along with what makes each one special and the top-selling items commonly featured at those locations:
1. Jewel Changi Airport – Global Flagship Store
The first flagship store in Singapore and third globally (after Seoul and Shanghai). Massive LED wall displays with dynamic fashion campaigns. Sustainability-focused interiors (recycled materials). Hot-stamping station for product personalization. 5 checkout points for efficiency. Positioned as an immersive retail experience that merges fashion, technology, and personalization.
2. ION Orchard – Luxury Street Presence
Situated in one of Singapore’s most prestigious shopping malls. Attracts high-spending locals and tourists. Offers limited-edition capsule collections and first access to seasonal drops
3. Tampines Mall – First Concept Store in Singapore
The first Charles & Keith concept store in Singapore. Features artistic installations (e.g., “Teak Circus” by Studio Kallang). Focuses on community engagement and interactive retail
Key countries in the Asia-Pacific region where Charles & Keith has built strong brand popularity and a loyal customer base, along with what drives its success in each market:
With a booming middle class and appetite for aspirational fashion, China is now Charles & Keith’s largest market in the region. Shoppers gravitate toward products that reflect modern, elegant design at accessible price points—qualities that Charles & Keith consistently delivers.
Its success is fueled by a robust digital presence across Tmall, JD.com, and WeChat, as well as strong visibility on social platforms like Xiaohongshu (RED) and Douyin (TikTok China). The brand’s elegant packaging and seasonal limited editions also align well with China’s strong gifting culture.
China represents one of Charles & Keith’s largest markets outside of Southeast Asia. The brand appeals to Chinese shoppers who want designer-style products without the luxury price tag. Its online-to-offline strategy (with platforms like Tmall and WeChat stores) has made it very accessible.
Structured handbags, especially the Gabine Saddle Bag and Aubrielle Tote, are in high demand. Pastel and seasonal collections for gifting (especially during Lunar New Year and Singles' Day). Customers appreciate the brand’s stylish packaging, which makes it suitable for gift-giving.
Cultural Strategy: Engages local influencers on Xiaohongshu (RED), Weibo, and Douyin. Runs campaigns during key festivals and fashion weeks in China.
Why China Is One of Charles & Keith’s Largest Markets
Massive Consumer Base. China has the largest middle-class population in the world, with a strong appetite for fashion and luxury-style goods. Millions of young professionals and students in urban centers seek affordable yet stylish brands like Charles & Keith.
Desire for Affordable Luxury. Charles & Keith perfectly fills the “affordable luxury” niche—products that look and feel premium but are priced within reach. For many shoppers, it's a step up from local fast fashion, yet still attainable compared to global luxury brands like Coach or Michael Kors.
E-Commerce Dominance. The brand has a major presence on Tmall, JD.com, and WeChat Mini Programs, making shopping seamless and trusted. They often run exclusive online launches, livestreams, and flash sales during shopping festivals (e.g., Singles’ Day, 618).
Strong Gifting Culture. Chinese consumers buy stylish accessories (bags, shoes) as gifts for friends and family, especially during Chinese New Year, Valentine’s, and other local festivals. Charles & Keith's sleek packaging, premium look, and limited-edition collections support this tradition.
Social Media & Influencer Strategy. Charles & Keith partners with influencers on Xiaohongshu (RED), Weibo, and Douyin (TikTok China) to reach their young, fashion-forward audience. Campaigns focus on elegance, empowerment, and minimalism—all popular themes among Chinese urban women.
South Korea’s fashion-forward consumer base is a perfect fit for Charles & Keith’s clean, minimalist aesthetic. The brand’s collaboration with K-pop group ITZY and its stylish flagship store in Garosu-gil, Seoul, have helped cement its reputation as a must-have brand among Gen Z and Millennial women.
Popular items like mini bags, neutral-tone heels, and pointed loafers are frequently featured in K-dramas and worn by style influencers, contributing to viral success both online and offline.
Charles & Keith fits perfectly into South Korea’s minimalist and trend-forward fashion culture. Korean shoppers love brands that offer “quiet luxury” aesthetics—something C&K does well at a mid-range price.
Neutral-toned mini bags and pointed heels are highly favored for K-style streetwear. Products featured in K-dramas and worn by idols (like ITZY) often sell out quickly. Platform sandals and Mary Janes are also trendy among university students.
High-impact celebrity collaborations (e.g., ITZY as global ambassadors). Offline flagship in Seoul’s trendy Garosu-gil reinforces prestige and relevance.
Charles & Keith is one of the most trusted fashion accessory brands among middle- and upper-middle-class Indonesian women. Its mix of modest styles and fashionable designs aligns well with local fashion sensibilities.
Closed-toe heels, slingbacks, and embellished flats for formal and religious events. Mini crossbody and structured top-handle bags in neutral tones. High demand for Ramadan/Eid collections and capsule drops.
Strong presence in Jakarta and Surabaya malls, with localized social media campaigns on Instagram and TikTok. Collaborates with Indonesian influencers and supports modest fashion trends.
Why South Korea Is a Key Market for Charles & Keith
Trend-Obsessed, Fashion-Savvy Consumers. South Korean consumers—especially women aged 18–35—are early adopters of global fashion trends. Charles & Keith’s minimalist, sleek, and on-trend designs align perfectly with popular K-style aesthetics.
K-Pop Influence. The brand has built strong awareness through celebrity and K-pop collaborations, especially with girl group ITZY. Items worn by idols on stage or at events (e.g., the Gabine bag) often go viral and sell out within days.
High Mall Traffic + Flagship Experience. Charles & Keith has a flagship store in Seoul’s Garosu-gil, a popular fashion street. South Korean consumers value in-store shopping experiences, and C&K delivers with aesthetic spaces and seasonal launches.
Social & Styling Culture. Platforms like Instagram, KakaoTalk, and Naver Shopping are key drivers of fashion inspiration. Charles & Keith’s clean visuals and curated outfit pairings make them popular among stylists and influencers who guide buying behavior.
Cultural Fit. Products suit the seasonal needs and lifestyle of Korean women: Fall/Winter: boots, loafers, and structured bags. Spring/Summer: minimalist sandals and shoulder bags. Korean consumers love neutral tones, soft pastels, and modern silhouettes—all Charles & Keith strengths.
As the birthplace of Charles & Keith, Singapore remains essential to the brand’s identity. Beyond housing its global HQ, the country is home to its most iconic stores—including the flagship in Jewel Changi Airport, which offers personalization services and immersive shopping experiences.
Top-selling items in Singapore include the Gabine Saddle Bag, minimalist heels, and travel-friendly sandals. The customer base consists of style-conscious locals, busy professionals, and tourists who value the brand’s signature mix of premium design and practicality.
Why Singapore Is Crucial (Despite Smaller Population):
Innovation & Brand Showcase. Singapore is where Charles & Keith tests new store concepts (e.g., concept store at Tampines, flagship at Jewel). Product launches and global campaigns are often piloted here before expanding regionally.
Brand Heritage & Loyalty. Singaporeans have strong brand loyalty; many grew up with Charles & Keith as a go-to shoe and bag label. Local consumers often see it as “Singapore’s Zara”—stylish, affordable, and trusted.
Tourism Exposure. Locations like Jewel Changi Airport bring in high-spending international tourists, contributing to global visibility. The flagship there functions as both a retail space and global brand ambassador.
Singapore ranks approximately #4 in Asia-Pacific for Charles & Keith—not the biggest market by population, but a strategic hub for brand leadership, innovation, and global image-building.
Global Headquarters of Charles & Keith Group is located in Singapore. Acts as the innovation hub where: New retail concepts (flagship and concept stores). First launches of capsule collections. Sustainability pilots and packaging upgrades are tested. Singapore is also home to the brand’s creative, marketing, and design teams.
Consumer Behavior in Singapore: Shoppers here are fashion-savvy, brand-conscious, and appreciate quality design at a reasonable price. There’s a strong loyal customer base of working professionals, students, and fashion-forward Gen Z shoppers. Tourists (especially from China, Indonesia, and the Middle East) often buy from flagship stores in Jewel Changi and ION Orchard.
In Malaysia, Charles & Keith is regarded as a premium fashion destination that strikes a balance between style, modesty, and affordability. The brand’s collections—particularly during Ramadan and Eid—cater to local preferences for covered shoes, pastel handbags, and elegant silhouettes.
With stores in Pavilion KL, Mid Valley, Gurney Plaza, and Johor Bahru, the brand maintains a strong retail presence across urban centers and malls popular with middle- and upper-middle-class consumers.
Malaysia is one of the brand’s fastest-growing Southeast Asian markets in terms of sales and physical retail expansion. Charles & Keith has stores in Kuala Lumpur, Penang, Johor Bahru, and major suburban malls. Often viewed by locals as a mid-premium brand, offering value and aspirational fashion without global luxury pricing.
Malaysian customers are highly influenced by modest fashion, and many prefer: Covered shoes, flats, and elegant top-handle bags. Neutral and pastel tones (especially during festive seasons like Eid). Middle-income professionals and students drive demand, alongside upper-middle-class women in urban centers.
· Gen Z Women (18–24): Drawn to trendiness, virality, and conscious design
· Millennials (25–35): Love its office-ready footwear and affordable elegance
· Modest Fashion Consumers: Especially in Malaysia and Indonesia
· Social Media Fashionistas: Influenced by K-pop, TikTok, and Instagram looks
· Travelers & Gift Shoppers: Particularly in airports and tourist areas
Charles & Keith has proven that a Singapore-based brand can go global without losing its core identity. By combining fashion-forward design, local cultural relevance, and digital excellence, the company has earned its place as a market leader in Asia-Pacific—and a rising player on the global stage.
As Gen Z and Millennial consumers continue to demand authenticity, accessibility, and sustainability, Charles & Keith is uniquely positioned to deliver—all while staying ahead of the style curve.
Charles & Keith is a homegrown Singaporean success story, evolving from a single suburban shoe store into a global fashion powerhouse. It maintains qualities of stylish, accessible, and trend-driven design, committed to sustainability, with innovation in both digital and physical retail—boasting standout concept and flagship stores right here in Singapore.
