Singapore has emerged as a leading fashion hub in Asia Pacific, with a highly evolved competitive landscape. Brands are expected to cater to local citizens as well as sizeable populations of foreign residents and tourists. This report analyses the fashion choices made by the local demographic, and cites examples of successful marketing strategies.
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While the divergence between male and female average incomes is increasing across Asia, Singapore is one of the few country’s where this in not the case. Consequently, Singaporean women are well positioned to be able to spend more of their average annual per capital income of over US$20,000 [in 2013] on personal appearance.
Women aged 25-44 years constitute the biggest segment of the female population in Singapore, thus making the situation ideal for most fashion brands targeting young working adults. The local climate and consumer sentiment determine the nature of fashion demand in Singapore.
Jewellery, outerwear and handbags are the most important components of women’s fashion in Singapore. Although exposed to various price points and brands, female consumers are frequently willing to trade up in order to attain exclusivity and quality.
In 2013, brands succeeded through using various tools to appeal to local consumers, such as selective store openings, the use of local and regional celebrities, online engagement and retail partnerships.