Traditional Marketing Approach: 3+ days minimum, multiple coordination points, difficult-to-integrate outputs
ADGo Method: Complete market research, creative brainstorming, short video scripts, and pop-up concepts in just 1 day. Rapid production × precise targeting × visual execution = a new rhythm for brand re-entry
Since 2000, global fast fashion brands have expanded worldwide through rapid supply chains and high-frequency updates, successfully establishing “affordable, real-time trends” in consumer mindsets. However, as consumer values shift and brand fatigue emerges, the traditional fast fashion approach of “mass exposure + price competition” is gradually losing momentum. In the post-pandemic era, consumers increasingly prioritize environmental sustainability, labor ethics, and cultural identity, driving market trends toward “sustainable value chains,” “local cultural resonance,” and “community engagement” – compelling brands to reassess their marketing strategies and global positioning.
Why This Case Study
CHARLES & KEITH, originating from Singapore, rapidly entered Asian markets with its “affordable luxury fast fashion” positioning and once expanded to multiple countries across Europe and America. However, in 2016, the brand began scaling back globally, reflecting the limitations of high-exposure but low-depth strategies. Recently, the brand has actively restructured its European market approach, prioritizing digital optimization, logistics integration, and brand narrative redesign over store expansion. As fast fashion enters a new era of value transformation and sustainability communication, this case explores a fresh rhythm for European market re-entry through market research, narrative-driven short video creativity, and action-oriented online-offline integrated experiences – establishing a replicable marketing framework and creative module for future brand transformation.
How ADGo Delivered Results
Phase 1: Market Intelligence Sweep
Market intelligence revealed that while CHARLES & KEITH has achieved a 20% compound annual growth rate in Europe, brand awareness remains at only 37%, with a market share of 6.8% – significantly lower than ZARA (9.1%) and H&M (24.7%). The potential consumer base primarily consists of Eastern European, Northern European, and young consumers aged 18-35, yet the brand’s stores are mainly concentrated in Western Europe – a market dominated by luxury and designer brands.
European market perceptions of the brand include: quality consistency issues, delayed after-sales service, and sustainability narrative gaps. Overall, for CHARLES & KEITH to accelerate its European positioning, it needs to focus on three key axes: “consumer experience,” “regional market communication,” and “sustainability standards transparency” to better reshape consumer perceptions in the European market.
Phase 2: Short-Video Big Ideas with Clear STP Strategy
Through the short video creative function, we focused on three target markets: culturally active communities, fast fashion-fatigued consumers, and new sustainability believers. With “style, quality, and sustainability” as core positioning, two concept videos were created to help CHARLES & KEITH transform consumer experience and sustainable values into impactful brand narratives.
Video 1: Style with Voice, Quality without Noise
The video personifies the consumer’s shoe cabinet. As the protagonist opens their closet, each pair of shoes is “arguing” – some complaining about flashy but uncomfortable designs, others self-deprecating about falling apart after few wears, reflecting the noise and fatigue of fast fashion. Then, a pair of CHARLES & KEITH shoes calmly states: “I’m made from recycled leather with authentic design. Each time you wear me, the world gets a little quieter.” Hearing this, the protagonist decisively chooses these shoes – instantly silencing the city as they step out, making style a gentle yet powerful statement.
Video 2: Three-Second Try-On, Faster Than Your Story Swipe
A fashion blogger and friend visit a CHARLES & KEITH pop-up experience store where, through a smart mirror, they complete multiple shoe and bag style changes in just 3 seconds. Electronic eco-labels clearly indicate each product’s material source and carbon footprint, satisfying both the “fast enough to be beautiful” fashion rhythm and the “conscious enough to choose right” sustainability mindset – upgrading both style and choices to become truly green fashion.
Phase 3: Extreme Creative Brainstorm
Through the ultimate creative brainstorming function, we generated a series of online and offline implementation strategies that simultaneously address brand awareness, associations, experience, loyalty, and asset creation needs.
“Who’s Twinning With Me?” Social Reality Experiment:
Launch “#StepIntoTomorrowTwinning” on Instagram and TikTok, inviting KOLs and consumers to randomly pair with strangers. Each “Twinning” duo must create “cultural mix-and-match” outfits using CHARLES & KEITH new products (photographed and shared instantly on the street). The most creative combinations will be featured on official social channels and invited to “exchange identities” at the pop-up store by wearing each other’s life stories!
“Co-Feeling Design” Pop-Up Activity:
Based on the “My Design, Co-Created by Me” concept, young people from different regions and age groups can instantly combine accessories, colors, and materials to design brand items for themselves or specific communities. Completed designs are immediately projected onto city walls and simultaneously uploaded to Instagram Reels with the #StepIntoMyDesign challenge – if a design receives over 500 likes, the brand will produce this co-created item.
“Sustainability Transparency Wall” – You Design, We Trace:
Extending the pop-up activity, giant “Raw Material Transparency Walls” in parks and subway exits light up information blocks when designs are placed on them, showing which country, which artisan, and what eco-friendly materials were used – creating globally unique, real-time tracking that thoroughly connects stories with sustainability.
“Second-hand Fashion Regeneration Passport” – Exchange Anywhere:
Extending from the concept video, consumers receive a “Fashion Regeneration Passport” and can bring their noisiest old shoes or bags (any brand) to partner pop-up points, toss them into the “Shoe Cabinet Noise Recycling Box,” and unconditionally exchange them for new shoes or bags – enhancing consumers’ sense of sustainability participation from online talk to offline action. Simultaneously share on IG and TikTok with #WearYourStory#ShoeCabinetQuietRevolution.
Next Steps: Beyond Market Entry to Consumer Belief Systems
This ADGo operation responds to the increasing sensitivity to sustainability, individuality, and cultural identity in Northeast European markets. Rather than focusing on one-way exposure, it centers on establishing long-term, two-way, participatory sustainable relationships – positioning the brand as a system designer that generates values and action scenarios.