Appreciating Women’s Fashion in Singapore

Strategy Briefing

About This Report

Nov 2014

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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Appreciating Women’s Fashion in Singapore

Singapore’s fashion-conscious female demographic shines in Asia

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.

Dissecting target consumers

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.

Exploring the local fashion landscape

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.

Marketing and retail tools for fashion brands

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.

What this report includes

  • Top-level strategic analysis of how major consumer trends will influence global markets
  • Consumer insight
  • Impact across all relevant consumer markets
  • Unique graphics and case studies
  • Key market snapshots
  • Accompanying presentation to synthesise main findings

Why buy this report

  • Identify factors driving change now and in the future
  • Understand motivation
  • Forward-looking outlook
  • Briefings and presentation should provoke lively discussion at senior level
  • Take a step back from micro trends
  • Get up to date estimates and comment


Key findings

Consumer Insights: Asia Pacific

Differences in brand perception
Worsening income inequality
Women in Hong Kong and Singapore most financially independent

Consumer Insights: Singapore

Household focus on savings
Conventional target market will bear fruit
Factors affecting consumer preferences

Fashion Industry Insights: Singapore

The Singapore attraction
Local fashion landscape
Influence of domestic brands limited outside jewellery
Fast fashion dominates outerwear, luxury dictates footwear
Successful brand strategies: Product
Successful brand strategies: Promotion
Successful brand strategies: Place


Cater to the local consumer