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5 June 2006
Singapore
According to a global online survey of 21,000 consumers in 42 countries conducted by ACNielsen, Ralph Lauren is the world’s most popular designer brand followed by Christian Dior, Giorgio Armani, and Gucci. Yet when it comes to the most coveted brand if money were no object, Italian fashion powerhouses take the lead, with Giorgio Armani the most aspired-to, closely followed by Gucci.
ACNielsen’s global online survey was conducted on the Internet in November 2005, asking 21,000 consumers in 42 markets across Europe, UAE, North and Latin America, and Asia Pacific, including 500 respondents from Singapore, about their current and aspirational fashion brand purchasing.
Across the globe, 15 percent of global internet consumers purchase Ralph Lauren, with Christian Dior (13%), Giorgio Armani (12%), and Gucci (12%) completing the top four designer brands currently most purchased among the world’s internet consumers.
In Asia Pacific, the popularity of these brands were in line with the world ranking, except that Louis Vuitton also made the top five ranking, with at least one in ten claiming to have bought the French brand’s products. In fact, nine of the top 10 markets with most people buying Louis Vuitton products hailed from Asia Pacific, with Hong Kong (23%) and Japan (17%) topping the list.
In Singapore, Ralph Lauren has emerged as the most popular designer brand with a quarter of Singaporean respondents claiming that they purchase Ralph Lauren (25%). The other three brands reported to have been purchased by at least one out of every 10 locals are DKNY (17%), Gucci (15%), and Louis Vuitton (14%).
“These internationally acclaimed designers understand that strong brands make for profitable businesses. They are not merely selling fashion – they are selling an image - something consumers are willing to pay a premium for,” said Mr Ashok Charan, Managing Director of ACNielsen Research Singapore.
Most aspired brands… if money were no object
When asked which designer brands they would buy if money were no object, consumers in Asia Pacific certainly had their own list – leading consumers in all other regions in their aspirations towards Louis Vuitton and Gucci (both 32%). Other brands that top the list amongst Asia Pacific consumers include Giorgio Armani (28%), Chanel (22%), Versace (22%) and Christian Dior (22%).
In Singapore, Louis Vuitton emerges as the most desired designer brand (43%). Other brands which made it to the top five most wanted list are Ralph Lauren (33%), Gucci (29%), Giorgio Armani (27%), and DKNY (25%).
“To be successful in diverse international markets, these designer brands have to consistently ensure the ‘values’ their designs represent will transcend cultures and age groups, although it is not an easy feat in the fickle fashion industry where trends and fads are the order of the day,” added Mr Charan.
The ACNielsen Global Online Survey, the largest twice-yearly survey of its kind, is aimed to gauge consumers’ current confidence levels, spending habits/intentions, current major concerns and attitudes and opinions to a variety of issues. The most recent wave of the survey took place in November 2005 and polled over 23,500 consumers – regular Internet users – in 42 markets in Europe, North and Latin America, Asia-Pacific region, Africa (Republic of South Africa) and the Middle East (UAE).
About ACNielsen
ACNielsen, a VNU business, is the world's leading marketing information provider. Offering services in more than 100 countries, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen's market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns. To learn more, visit www.acnielsen.com.
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