2. Branded Women's Fashion in Singapore
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This report has been prepared by:
17 September 2012
WOMEN'S FASHION IN SINGAPORE
WOMEN'S FASHION IN SINGAPORE
The Women's Fashion in Singapore core database has 63
chapters, plus Excel spreadsheets & Access databases, and a
large number of documents, tools and utilities.
CONTENTS
Indicates a dynamic link to the online data
Contents
CONTENTS .......................................................................................................................................... 2
Introduction ......................................................................................................................................... 14
Pan Asia average for monthly Consumer Spending in 2008-2011 .............................................. 14
Monthly Consumer Spending forecast for 2013-2018.................................................................. 15
Asia-Pacific Fashion........................................................................................................................ 17
Korean Fashion............................................................................................................................... 17
Objectives........................................................................................................................................ 18
Criteria............................................................................................................................................. 18
1. Report Criteria..................................................................................................................... 18
Parameters...................................................................................................................................... 20
2. Research overview.............................................................................................................. 20
Brand Surveys................................................................................................................................. 22
Brand Coverage .............................................................................................................................. 24
Market Opportunity.......................................................................................................................... 26
Analysis of the development of the retail trade and its life cycle .................................................. 26
Added Value and Transaction Costs across the Supply Chain.................................................... 27
Clothing retailers per 10,000 inhabitants...................................................................................... 28
Clothing Store Revenue per Square Meter per annum (US$)...................................................... 28
3. Branded Women's Fashion in Singapore
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Average Revenue per Clothing Store per annum (‘000 US$) ...................................................... 29
Average Clothing Store Sales Area (Square Meters) .................................................................. 29
Existing Distribution Channels ..................................................................................................... 30
New Distribution developments ................................................................................................... 30
Online Shopping by Middle Classes – Purchases per month ...................................................... 31
Distribution Policies & Strategies................................................................................................. 32
Retail Trade Life Cycle and Development in Women’s Fashion .................................................. 35
City and Town analysis for Singapore .................................................................................. 36
Wholesaler, Trade Buyer, Retailer and Store Performance Surveys ........................................... 37
Products....................................................................................................................................... 37
Retail Operations ......................................................................................................................... 37
Buyer Profiles .............................................................................................................................. 37
Trading Area................................................................................................................................ 37
Competitors ................................................................................................................................. 38
Retailer & Wholesaler Surveys............................................................................................. 38
Trade Decision Makers Surveys........................................................................................... 39
Store Performance Surveys ................................................................................................. 39
Market Size ..................................................................................................................................... 40
Singapore Branded Market Volume Sold in units by Product Sectors ......................................... 40
Singapore Branded Market Value by Product Sectors ......................................................... 41
City / Town Market Value ..................................................................................................... 41
Consumer Attitudes ..................................................................................................................... 42
Products....................................................................................................................................... 42
Retail Operations ......................................................................................................................... 42
Buyer Profiles .............................................................................................................................. 42
Trading Area................................................................................................................................ 42
Competitors ................................................................................................................................. 43
Consumer Surveys............................................................................................................... 43
Store Performance Surveys ................................................................................................. 44
Competitive Factors ........................................................................................................................ 45
Representative Brands ................................................................................................................ 45
Brands Price Differentials ............................................................................................................ 49
Product Price Differentials ........................................................................................................... 50
Product Positioning ......................................................................................................................... 51
Casual Product ............................................................................................................................ 51
Smart Casual............................................................................................................................... 51
Formal.......................................................................................................................................... 51
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Special Occasion ......................................................................................................................... 51
Price Discounting......................................................................................................................... 52
Low Price..................................................................................................................................... 52
Market Median Price.................................................................................................................... 52
High Price .................................................................................................................................... 52
Basic Quality................................................................................................................................ 53
Median Quality............................................................................................................................. 53
High Quality ................................................................................................................................. 53
Premium Quality .......................................................................................................................... 53
Low Product Specification............................................................................................................ 54
Undifferentiated Product .............................................................................................................. 54
Differentiated ............................................................................................................................... 54
High Specification ........................................................................................................................ 54
No Target Audience..................................................................................................................... 55
Some Targeting ........................................................................................................................... 55
Highly Targeted ........................................................................................................................... 55
Specific Audience ........................................................................................................................ 55
High Volume ................................................................................................................................ 56
Median Volumes .......................................................................................................................... 56
Low Volume ................................................................................................................................. 56
Restricted Volume........................................................................................................................ 56
Necessity Product........................................................................................................................ 57
Common Product......................................................................................................................... 57
Discretionary Product................................................................................................................... 57
Luxury Product............................................................................................................................. 57
Frequent Cleaning ....................................................................................................................... 58
Average Cleaning ........................................................................................................................ 58
Infrequent Cleaning...................................................................................................................... 58
Specialist Cleaning ...................................................................................................................... 58
Simple Merchandising.................................................................................................................. 59
Display Merchandising................................................................................................................. 59
Featured ...................................................................................................................................... 59
Complex Proposal ....................................................................................................................... 59
Basic Advertising ......................................................................................................................... 60
Feature Advertising...................................................................................................................... 60
Target Advertising........................................................................................................................ 60
Complex Advertising.................................................................................................................... 60
Brand Positioning Tactics & Strategy .............................................................................................. 61
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Current Tactical Brand Model ...................................................................................................... 61
Strategic Brand Objectives .......................................................................................................... 62
Functional Positioning - Symbolic Positioning - Experiential Positioning ..................................... 63
Customer Value Propositioning ................................................................................................... 64
Value Concept & Positioning ....................................................................................................... 65
Brand Differentiation Propositions ............................................................................................... 66
Key Selling Messages.................................................................................................................. 67
Communications Tactics.............................................................................................................. 68
Advertising Tactics....................................................................................................................... 69
Media & PR Tactics ..................................................................................................................... 70
Web & Online Tactics .................................................................................................................. 71
Point of Sale Tactics.................................................................................................................... 72
Merchandising ............................................................................................................................. 73
Product Display............................................................................................................................ 74
Korean Brands ................................................................................................................................ 75
Awareness of existing Korean Brands ......................................................................................... 75
Trade Buyer Perceptions of existing Korean Brands....................................................................... 76
Customer Base Perceptions of existing Korean Brands .............................................................. 77
Perceived Strengths and Weaknesses of existing Korean Brands .............................................. 78
Market Entry Management Factors ................................................................................................. 79
Women’s Fashion Distribution ..................................................................................................... 79
Retail Level.................................................................................................................................. 79
Nature of Competition.................................................................................................................. 80
Brand Competition ....................................................................................................................... 80
Value............................................................................................................................................ 81
Location ....................................................................................................................................... 81
Supply Chain ............................................................................................................................... 81
Nature of Competition.................................................................................................................. 82
Supplier Price Differentials........................................................................................................... 83
Retailer Reaction ......................................................................................................................... 84
Supplier Reaction ........................................................................................................................ 85
Conclusion................................................................................................................................... 86
Distributors – Market Entry choices ............................................................................................. 88
Retail Presence – Market Entry choices ...................................................................................... 89
Distribution Channel: Advantages – Disadvantages .................................................................... 90
Market Entry options for Domestic Brands ...................................................................................... 91
Market Entry options for Established or Global Brands ................................................................... 92
Market Entry Features ................................................................................................................. 93
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Start-up Costs ................................................................................................................................. 94
Start-up Costs, Initial Investment and Product Launch Balance sheet ........................................ 94
Inventory Costs............................................................................................................................ 94
Brand Store Start-up Costs.......................................................................................................... 95
Independent Store Start-up Costs ............................................................................................... 96
Brand In-Store Start-up Costs...................................................................................................... 97
Distributor / Exclusive Wholesaler Sign-up Costs........................................................................ 98
Start Times Weeks: Brand Store ................................................................................................. 99
Start Times Weeks: Independent Store ..................................................................................... 100
Start Times Weeks: Distributor / Exclusive Wholesaler ............................................................. 101
Economies of Scale with multiple Stores ................................................................................... 102
Cash Flow, Profit & Loss, Balance Sheet, Project Financial Analysis ........................................... 103
12 Months Cash Flow Analysis.................................................................................................. 103
First 12 months and First 3 years Profit & loss Account............................................................. 104
1-7 Years Balance Sheet........................................................................................................... 105
10 Years Project Financial Analysis........................................................................................... 106
SWOT Analysis ............................................................................................................................. 107
SWOT analysis by type of Market Entry .................................................................................... 107
Entry via Own Retail Stores....................................................................................................... 107
Entry via Domestic Retail Joint Venture..................................................................................... 107
Entry via National Franchise Licensee....................................................................................... 108
Entry via Intensive Individual Franchising.................................................................................. 108
Entry via Exclusive National Distributor ..................................................................................... 109
Entry via Intensive National Distribution / Wholesaling .............................................................. 109
Competitive Analysis ..................................................................................................................... 110
Indonesia Representative Brands.............................................................................................. 110
Singapore Representative Brands ............................................................................................. 111
Vietnam Representative Brands ................................................................................................ 112
Market Penetration Prospects ....................................................................................................... 113
Advancing into the target markets ............................................................................................. 113
Brand Concept........................................................................................................................... 114
Brand Equity .............................................................................................................................. 114
Customer Based Brand Equity................................................................................................... 115
Brand Knowledge ...................................................................................................................... 115
Substantial Brand Knowledge & Awareness – All Brands.......................................................... 115
Brand Equity Model.................................................................................................................... 116
Substantial Brand Loyalty – All Brands...................................................................................... 117
Substantial Brand Quality –v Price Perceptions – All Brands .................................................... 118
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Brand Knowledge Components ................................................................................................. 119
Brand Resonance Components................................................................................................. 119
Brand Resonance ...................................................................................................................... 120
Qualitative Brand Research....................................................................................................... 122
Qualitative Brand Identifiers....................................................................................................... 122
Marketing communication applied to fashion products .............................................................. 123
The Brand Image in the marketing communication process ...................................................... 124
The Store Image in marketing communication process ............................................................. 124
Consumer confidence and consumer markets in Asia-Pacific ................................................... 125
Consumer Confidence Index ..................................................................................................... 125
Consumer Attitudes and Perceptions which impact Clothing Brands ........................................ 127
% Usage & Purpose of clothes purchases................................................................................. 128
Celebrity endorsement............................................................................................................... 129
Relative Ranking Criteria and Consumer Habits for Clothing Purchase .................................... 130
Brand Selection ......................................................................................................................... 130
Price over Brand Loyalty amongst Young Buyers...................................................................... 131
Purchase Drivers for Younger Buyers : < 19 and 19-24 Years Old........................................ 131
Domestic Brands -v- Foreign Brands......................................................................................... 132
Asia-Pacific Markets Conclusion................................................................................................ 133
Fashion market potential in the Asia-Pacific region ................................................................... 133
What do consumers want in a branded product?....................................................................... 134
What can Korean brands and designers do to counter the established brands? ....................... 135
How can Korean brands and designers do better than the established brands? ....................... 135
Novel marketing methods to distinguish oneself from the competition ...................................... 136
Unique Brand Offerings ............................................................................................................. 137
New and Untapped Market Demand.......................................................................................... 138
Niche Markets............................................................................................................................ 138
Brand Superiority ....................................................................................................................... 139
Building Heritage Brands ........................................................................................................... 139
Brand Resonance ...................................................................................................................... 140
Brand Persistence ..................................................................................................................... 141
Brand Development Opportunities............................................................................................. 143
Fashion Industry Checklist......................................................................................................... 147
Fashion Design and Merchandising........................................................................................... 147
Performance Indicators.............................................................................................................. 148
Application of Design – Performance Factors............................................................................ 149
Industry Performance Indicators................................................................................................ 149
Performance Indicators for brand selection, development, and distribution............................... 150
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Performance Indicators for merchandising strategies................................................................ 151
Market Strategy Insight.................................................................................................................. 152
Market Entry Possibilities and Criteria ....................................................................................... 152
Market Entry Difficulties ............................................................................................................. 152
Market Potential......................................................................................................................... 153
Financial Potential ..................................................................................................................... 154
Consumer Potential & Attitudes................................................................................................. 155
Relative Return on Investment by country 1-7 years & 7-14 years............................................ 156
Relative Return on Investment by country 14+ years & Overall................................................. 157
Relative Return on Investment by Product Category ................................................................. 158
Relative Return on Investment by country for Young Casual Wear ........................................... 158
Relative Return on Investment by country for Career Wear....................................................... 159
Relative Return on Investment by country for Denim & Casual Wear........................................ 160
Relative Return on Investment by country for Every day Wear.................................................. 161
Relative Return on Investment by country for Sports & Outdoor Wear...................................... 162
Relative Return on Investment by country for Lingerie & Underwear ........................................ 163
Relative Return on Investment by country for Fashion Accessories .......................................... 164
Opinions of the fashion and retail experts on introducing new brands....................................... 165
MARKET RESEARCH COVERAGE................................................................................................. 166
Markets & Products covered ......................................................................................................... 166
Product Sectors ......................................................................................................................... 166
Survey Data................................................................................................................................... 167
Consumer Surveys .................................................................................................................... 167
Retailer & Wholesaler Surveys .................................................................................................. 168
Trade Decision Makers Surveys................................................................................................ 168
Store Performance Surveys....................................................................................................... 169
Competitors ............................................................................................................................... 169
Retail Operations ....................................................................................................................... 170
Products..................................................................................................................................... 170
Buyer Profiles ............................................................................................................................ 171
Trading Area.............................................................................................................................. 171
Geographic Coverage ................................................................................................................... 172
Financial data................................................................................................................................ 172
Financial Data Scenarios........................................................................................................... 172
Financial Margins & Ratios Data Scenarios............................................................................... 172
Singapore General Contents......................................................................................................... 173
Singapore Report Table of Contents ............................................................................................. 174
Singapore Core Database Open the Core Database here .......................................................... 174
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Installing the Business Plan Programme ................................................................................... 185
Methodology.................................................................................................................................. 192
Presentation .................................................................................................................................. 192
After-Sales Service & Client Support............................................................................................. 192
Real Time Support..................................................................................................................... 193
Resource Webs -v- Dedicated sites........................................................................................... 193
Product Level............................................................................................................................. 194
Data Product levels.................................................................................................................... 195
Getting Started with the Core Database .................................................................................... 196
Using the data............................................................................................................................ 196
Toolkit ........................................................................................................................................ 196
Proprietary Software packages.................................................................................................. 197
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Introduction
The growth of the middle classes in Asia-Pacific countries and the globalization of women’s garment
retailing have led to the rapid expansion of global brands in Asia-Pacific markets.
These brands may be conveniently divided into the following main groupings:
• Luxury
• High Street
• Asia-Pacific Brands
• Department Stores Brands & Generic Brands
Whereas in Europe and North America these brands are purchased by all Social and Income Groups,
in Asia the purchases often tend to be more skewed towards the higher end of the spectrum simply
for the reason that local median income levels tend to be less than those of buyers in Europe and
North America. Thus whereas many of the High Street brands would in Europe and North America be
regarded as inexpensive and therefore accessible to the D and E social groups, in many Asia-Pacific
countries these same brands would be more patronized by the C1 and C2 social groups.
Furthermore, there is a sociological context to the development of the global brands in Asia which
make them more acceptable to those potential buyers more exposed to globalized culture through
their education or through the media they observe.
The growth and market penetration of the globalized brands in Asia will certainly be more promising
and sustainable in Asia than for the same brands in North America and Europe.
With a rapidly growing middle class in most Asia-Pacific countries there is a significant augmentation
in household incomes. As household income grows the percentage of disposable income which was
in the past used on food is diminishing and this provides the basis for much more discretionary
spending. Inevitable the use of some of that disposable income will be channelled into fashion
products.
Pan Asia average for monthly Consumer Spending in 2008-2011
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Monthly Consumer Spending forecast for 2013-2018
Food&Drink
Clothing
Durables
Home
Furnishings
Health&Beauty
Medical
Footwear
LeisureGoods
LuxuryGoods
Otherspending&
Investments
% % % % % % % % % %
Australia 36 6 5 3 2 5 2 3 4 34
Bangladesh 72 7 4 3 3 4 1 2 2 2
Cambodia 68 5 3 3 2 5 1 2 2 9
China 55 6 3 3 2 6 1 2 3 19
Hong Kong 44 5 4 3 2 4 2 2 4 30
India 68 7 3 3 4 5 1 2 3 4
Indonesia 62 7 3 4 3 4 1 1 3 12
Japan 36 6 5 3 2 5 2 3 4 34
Malaysia 57 7 3 4 3 6 1 2 3 14
New Zealand 36 5 4 3 1 4 2 3 4 38
The Philippines 61 6 4 4 2 5 1 2 2 13
Singapore 40 5 4 3 2 4 1 2 3 36
South Korea 37 6 5 3 1 4 2 3 4 35
Sri Lanka 70 6 3 4 4 6 1 2 2 2
Taiwan 42 6 4 2 1 5 2 2 3 33
Thailand 55 7 3 3 3 6 1 2 3 17
Vietnam 68 7 4 4 2 6 1 2 3 3
Disposable Income and Discretionary Spending (together with the consumers’ own assessment of
future trends) is measured during Consumer Surveys when consumers were asked specific
psychometric questions which tested and cross-checked the issues mentioned here. The data above
is derived from statistically accurate social / income group, and full age spectrum, surveys.
In most Asia-Pacific markets the Value Proposition of many Luxury and High Street brands have
survived intact; conversely in North America and Europe the Value Proposition of many Luxury and
High Street brands have been devalued for a number of reasons. Fashion Garments, as with
Jewellery and Cosmetics products, have seen their perceived worth diminished during the last decade
or so in North America and Europe. This is due to both the popularization of the brands which make
them less exclusive, and because they are perceived to be less costly to manufacture and less
durable. Some formerly high end brands have suffered for these reasons; for example, the Ralph
Lauren Polo brand is not perceived to be as up-market as before because it is now worn by C2, D and
E social groups and because their labels show that the garments are manufactured in Jamaica,
Malaysia, and more recently in even cheaper labour-rate countries. Similarly in the United Kingdom
the Burberry brand has suffered because it was adopted as a dress code or uniform by badly
behaved youth gangs of the D and E social groups; and thereby the Burberry brand became
associated with a particularly unfortunate customer base, thereby devaluing the brand.
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There are psychological reasons which currently make Asia-Pacific markets more durable than, for
example, the United Sates or the United Kingdom markets and that is the general neurotic
1
(and
sometimes psychotic) psychology of female fashion and luxury goods consumers in some countries.
The increasingly neurotic nature of some of these customer bases is tending to divert expenditure
away from fashion into other neurotic activities.
In, for example the United Sates and the United Kingdom, neurotic behaviour patterns have
increasingly led women to succumb to eating disorders (which has led to obesity) and impulsive
disorders like drinking alcohol to excess. This has caused a rapid rise in over-weight women (over
50% of the adult female population in the United Sates and the United Kingdom are over-weight) and
clinical obesity (over 35% of the adult female population in the United Sates and over 25% of the adult
female population in the United Kingdom are clinical obese). This means that these women find it
increasingly difficult to interact and interface with fashion products and as a consequence they do not
perceive themselves to be capable of engaging with much of the fashion industry.
Neuroses play an important part in the purchasing behaviours of consumers, especially with fashion
and luxury goods, and these neuroses represent both opportunities and threats to fashion product
manufacturers and retailers.
The good news for fashion product manufacturers and retailers is that a neurotic customer base
makes it relatively easier for retailers to loosen the purses of buyers; the bad news is that a neurotic
customer base has a short attention span and is prone to be irrationally diverted to other neurotic
activity.
1
The terms neurosis and psychosis are used in their clinical context. The symptoms as described as follows:-
There are many forms of neurosis: obsessive-compulsive disorder, anxiety neurosis, hysteria, and a very wide variety of
phobias as well as obsessions. Effects of neurosis can involve anxiety, sadness or depression, anger, irritability, mental
confusion, low sense of self-worth, et cetera; behavioural symptoms such as phobic avoidance, vigilance, impulsive and
compulsive acts, lethargy, et cetera; cognitive problems such as unpleasant or disturbing thoughts, repetition of thoughts and
obsession, habitual fantasizing, negativity and cynicism, etc. Interpersonally, neurosis involves dependency, perfectionism,
feelings of isolation, socio-culturally behaviours, et cetera.
Individuals who score high on neuroticism are more likely than the average to experience such feelings as anxiety, anger, envy,
guilt, and depressed mood. They respond more poorly to environmental stress, and are more likely to interpret ordinary
situations as threatening, and minor frustrations as hopelessly difficult. They are often self-conscious and shy, and they may
have trouble controlling urges and delaying gratification. Neuroticism is a risk factor for the "internalizing" mental disorders such
as phobia, depression, panic disorder, and other anxiety disorders (traditionally called neuroses). Research has found that a
wide range of clinical mental disorders are associated with elevated levels of neuroticism compared to levels in the general
population. Disorders associated with elevated neuroticism include mood disorders, such as depression and bipolar disorder,
anxiety disorders, eating disorders, schizoaffective disorder, dissociative identity disorder, and hypochondriasis. Mood
disorders tend to have a much larger association with neuroticism than these other disorders. The remaining personality
disorders had either modest positive or non-significant (in the case of narcissistic and histrionic) associations with neuroticism.
Research has consistently found that on average, women score moderately higher than men on neuroticism. A study
examining gender differences in big five personality traits in 55 nations found that across nations the most pronounced gender
difference in personality was in neuroticism. In 49 of the 55 nations studied, women scored significantly higher in neuroticism
than men. In no country did men report significantly higher neuroticism than women, although in Botswana and Indonesia, men
were slightly higher than women. Gender differences in neuroticism within nations ranged from very small to quite large. The
differences were moderate to large in 17 countries, and small to moderate in 29 countries. In only seven countries -
Bangladesh, Tanzania, Ethiopia, Greece, Japan, Botswana, and Indonesia - were they negligible. African and Asian/South
Asian world regions tended to have smaller sex differences in personality overall than did western world regions (Europe, and
North and South America). Differences in the magnitude of sex differences between world regions were due to differences
between men in these respective regions. That is, men in western world regions were lower on neuroticism compared to men in
African and Asian/South Asian world regions. Women, on the other hand tended not to differ in neuroticism across regions.
Gender differences were also positively associated with measures of human development, that is, a long and healthy life,
access to knowledge and education, and decent standards of living. Sex differences became more pronounced in countries
with higher levels of human development. It is speculated that resource poor environments (that is, countries with low levels of
development) may inhibit the development of gender differences, whereas resource rich environments facilitate them. This may
be because males require more resources than females in order to reach their full developmental potential. Evolutionary
theories suggest that gender differences in neuroticism developed because men have evolved to be more risk taking whereas
women have evolved to be more cautious and hence more anxious and avoidant when faced with danger.
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Asia-Pacific Fashion
The market for Branded Women’s Fashion wear is becoming increasingly sophisticated in the Asia-
Pacific markets.
When Jimmy Lai started the Giordano brand in Hong Kong in 1981 the business model was relatively
unsophisticated, and relied on a facsimile American product offering coupled to an Italian sounding
brand name. Giordano ran into problems and since 2001 their business model has proved somewhat
fragile. The question remains: can an Asia-Pacific company produce facsimile American or European
product designs with an American or European sounding brand name and succeed? The probability is
that this business model will not succeed in the long term. Indeed Peter Lau, the current CEO of
Giordano is now actively seeking a more robust business model.
The reasons for the less than dynamic growth for brands like Giordano is not because the product
design or the product quality is less than that of any of the American or European brands, it is just that
Asia-Pacific buyers, especially women, are fully exposed to American and European brands and they
value the brand image or legacy of those global brands.
In Indonesia, Singapore and in other Asia-Pacific countries there is a new generation of fashion
entrepreneurs with great ambition and encouraging designs. Can this new generation of fashion
designer introduce products which are marketable across Asia?
With thousands of new brands being produced in Asia it is increasingly difficult for brands and
designers to achieve long term success.
Korean Fashion
Korean Brands, like those of Woo Jong Wan’s Basic House, have also emulated American or
European design trends and coupled these with Brand names like Basic House, Mind Bridge, Voll,
The Class, D’Urban, and so forth.
The Singapore department store, Robinsons, carries the Basic House products; however these
brands have not greatly succeeded against the European or American brands sold in Singapore.
This study is designed to answer one question; how can Korean Women’s Fashion brands and
designers profitably market their products to an increasingly sophisticated customer base?
What tactics and strategies should the Korean companies use to counter the existing brands; and
which market or product niches will open up new opportunities for the Korean companies?
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Objectives
To research the Women’s Fashion Market in Singapore and thereby develop entry strategies for the
penetration of that market
Criteria
1. Report Criteria
This report has been conducted using primary and secondary research:-
Primary Personal Interviews were conducted with Fashion Experts at Fashion Magazines or
other Media, Fashion Brand Managers, Fashion Trade Buyers, Fashion Retailers, In-store
Retail Negotiators, Retail Mall Operators, Fashion Wholesalers, Property & Real Estate
agents, Shop-fitting companies, Shipping and Logistics companies. The discussions with
these persons covered the following issues based on the interviewees’ personal or corporate
experiences:-
Company History
Planned Products & Services during Start-up
Current Market Analysis
Current Strategy & Implementation
Current Management
Current Financial Plan
Start-Up Investment Fund Sources & Use of Funds
Shop Legal Entity & Ownership
Company History to Date
Company Facilities
Company Key Assets
Actual Products Carried & Services Offered
Description
Target Customer
Features & Benefits
Competition
Competitive Advantage / Barriers to Entry Encountered after Start-up
Development Plans
Future Market Analysis
Future Target Customer
Projected Market Size
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Future Fashion Trends
SWOT ANALYSIS
Strengths
• Experience and understanding of the fashion industry
• Shopping experience and customer service
• Location
• Consumer base
Weaknesses
• Untested markets
• Niche markets
Opportunities
• Outstanding shopping experience will lead to repeat business
• Online presence
• Establish a clothing line
Threats
• Cost and effectiveness of marketing to women
• New retail shops
FUTURE STRATEGY PLANNING & IMPLEMENTATION
Philosophy
Product Development
Internet Strategy
Marketing Strategy
Sales Strategy
Strategic Alliances
Operations
GOALS
Renovating, stocking, staff hiring and marketing
Hosting events
Penetrate and raise awareness in the targeted consumer market
Achieving a higher profit margin
Build a solid customer base and contact list
Generate repeat and referral sales
Become a highly profitable business with expansion potential
Establish a solid reputation as quality retail establishment
EXIT STRATEGY
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MANAGEMENT
Organizational Structure
Leadership
Staff Members
FINANCIAL PLAN
Finance Requirements
Use of Funds
Income Statement & Projections
Cash Flow Projections
Balance Sheet Topics
Financial Assumptions
Primary Surveys of Consumers and Retail Customers were undertaken to analyse Brand
awareness and attitudes in Singapore. These Surveys included not only Women’s Fashion
products, but also other Luxury and High Street Brands in order to fully evaluate the impact of
Branding on Disposable Income and Discretionary Purchases in Singapore. See details
below.
DataGroup Fashion Market databases.
Market and Financial Data from 1997 to 2011, forecast to 2012-2018 and 2018-2025.
Market and Financial Data in US$ prices and Local Currency by year.
Parameters
2. Research overview
Research Subjects
• Female clothing target market: Up to 19 years, 20-24 years, 25-34 years, 35-44
years, 45-54 years, 55-64 years, 64+ years.
• Female Garment Categories covered
1. Fur & Fun Fur Garments
2. Dresses
3. Outerwear Coats, Jackets & Rainwear
4. Suits, Trouser Suits, Jackets, Blazers & Business Wear
5. Slacks, Trousers, Jeans, Shorts & Skirts
6. Tops, T-Shirts, Knit & Woven Tops, Blouses, Sweaters
7. Sportswear & Swimwear
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8. Hosiery, Pantyhose, Socks & Tights
9. Underwear, Bras & Girdles
10. Lingerie, Sleepwear & Loungewear
11. Hats, Scarves, Wigs & Hairpieces
12. Accessories, Handbags, Wallets, Neckwear, Gloves & Belts
13. Tailored Garments
14. Casual, Sweat tops, Pants, & Warm-ups
15. Functional Garments, Uniforms, Smocks & Workwear
16. Footwear
17. Dress & Casual Footwear
18. Athletic Footwear & Trainers
• Female Fashion Categories covered:
1. Young Casual Wear
2. Career Wear
3. Denim & Casual Wear
4. Every day Wear
5. Sports & Outdoor Wear
6. Lingerie & Underwear
7. Fashion Accessories
8. Footwear
Towns and Cities covered in Singapore
The overall Market Data covers each of the major towns and cities in Singapore. Click on this
link to see the towns and cities covered.
http://www.worldconsumption.info/Womens_Fashion_Singapore/BASE_FOLDERS/World_Citi
es/SN.html
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Brand Surveys
This evaluation consists of Consumer Surveys undertaken in the shopping areas and malls of
Singapore. The data collected was for the target Women’s Fashion Brands, plus other Luxury and
High Street Brands to be found in Singapore.
Individual Brand Surveys are available (from the After-Sales Service) for each of the Brands named
below:-
• Women’s Fashion Brands covered in Singapore are:
Luxury Brands
Armani
Balenciaga
Bottega Veneta
Burberry
Celine
Chanel
Diane von Furstenberg
Dior
Dolce & Gabbana
Etro
Fendi
Ferragamo
Givenchy
Gucci
Hermes
Kate Spade
Loewe
Louis Vuitton
Marc Jacobs
Max Mara
Miu Miu
PRADA
Ralph Lauren
Valentino
Yves Saint Laurent
High Street Brands
Abercrombie & Fitch
Banana Republic
BCBGMAXAZRIA
Bershka
CK Jeans
DKNY
Dorothy Perkins
Forever 21
GAP
Guess
H & M
Karen Millen
23. Branded Women's Fashion in Singapore
23
Mango
Maxstudio
Miss Selfridge
New Look
Pull & Bear
River Island
Topshop
Wallis
Warehouse
Zara
Asian Brands
BYSI
ESPRIT
Fox
G2000 (G2000)
G2000 (Wing Tai)
GG<5
M)phosis
Muji
Uniqlo
WOMB
Department Store & Generic Brands
BHG
Isetan
OG
Robinsons
Takashimaya
Tangs
24. Branded Women's Fashion in Singapore
24
Brand Coverage
• In addition other Luxury and High Street Brands were evaluated for their impact of Branding
on Disposable Income and Discretionary Purchases in Singapore. These brands included non-fashion
products so that an overall appraisal of Brand Impact on Discretionary Purchases could be more
completely assessed in Singapore.
Individual Brand Surveys are available for each of these Brands from the After-Sales Service.
Singapore: Store targets
Luxury European / US Brands
Gucci
PRADA
Armani
Dolce & Gabbana
Dior
Hermes
Chanel
Louis Vuitton
Miu Miu
YSL
Ralph Lauren
Fendi
Etro
Bottega Veneta
Celine
Balenciaga
Loewe
Valentino
Ferragamo
Givenchy
Burberry
Diane von Furstenberg
Marc Jacobs
Kate Spade
Max Mara
High Street European Brands
Topshop
H&M
Zara
River Island
Mango
Miss Selfridge
DP
25. Branded Women's Fashion in Singapore
25
Pull & Bear
New Look
Warehouse
Karen Millen
Bershka
High Street US Brands
A&F
DKNY
CK Jeans
Forever 21
Guess
GAP
Banana Republic
Asian Brands
Uniqlo
M)phosis
GG<5
BYSI
Espirit
WOMB
G2000
Generic / Department Stores
Isetan
Tangs
Takashimaya
John Little
Metro
BHG
OG
26. Branded Women's Fashion in Singapore
26
Market Opportunity
Analysis of the development of the retail trade and its life cycle
The choice of route to the market has opportunities and pitfalls, product and brand superiority is an
obvious competitive advantage which can be re-enforced through firm control of the retail channels.
However products and brands superiority is a medium and long-term strategy which can be unstable
and may be subject to short-term set-backs. Clearly strong brands with real product benefits have the
best competitive advantage, and for this reason the long-lived brands have consistently invested in
brand equity.
The low transaction cost routes to the market have clear benefits, but may suffer from sustainability
problems as the concept adopted is easy and inexpensive to replicate by competitors. The majority of
foreign brands operating in any one country tend to choose the Medium Added Value and Medium
Transaction Costs routes to the market as these are tested and known. However the use of novel and
innovative channels of distribution are being increasingly explored by the brand leaders. Newcomers
are less inhibited (than the entrenched brands) in trying and testing new distribution channels and
often new brands can achieve improved market penetration through imaginative distribution policies
and tactics.
The task of any brand seeking to enter these markets is to achieve an alignment with the distribution
and a synergy with consumer buying behaviours and expectations.
Analyse consumer buying behaviours
Evaluate consumer ‘Shopping Experience’ criteria
Identify consumer channel preferences
Correlate consumer channel usage with purchasing criteria
Provide flexible and adaptable retail channel options
Observer changes in consumer buying behaviours
Adapt and respond to consumer buying behaviours
The above considerations are of course an analogy of the life cycle of particular channels. Failure to
respond and adapt in the above manner will inevitably result in the premature shortening of the life
cycle of any particular channel.
The purchasing criteria of consumers will be recognisable, and have been specified in other sections
of this study. The basic criteria are inevitably the same in most of the countries:-
Price
Availability
Brand
Quality
Shopping experience
Store Personnel
Store appeal
Promotional actions
Et cetera
How these criteria then interact with particular channels is the important issue; as is how these criteria
and the individual channel can be correlated and manipulated to maximise Added Value and minimise
Transaction Costs.
27. Branded Women's Fashion in Singapore
27
Added Value and Transaction Costs across the Supply Chain
OwnedExclusive
BrandStores
NationalBrand
Licensing
RetailFranchising
Sellingvia
Exclusive
Distributors
Multi-BrandRetail
Stores
DirectSellingto
Independent
Retailers
ConsumerParty
Plan
SocialNetwork
SalesTactics
Telemarketing
eCommerce
AV TC AV TC AV TC AV TC AV TC AV TC AV TC AV TC AV TC AV TC
Australia H H M H M M M M M M M M L L L L L L L L
Bangladesh H M M M M M M M M M M M L L L L L L L L
Cambodia H H M M M M M M M M M M L L L L L L L L
China H H M M M M M M M M M M L L L L L L L L
Hong Kong H H M H M M M M M M M M L L L L L L L L
India H M M M M M M M M M M M L L L L L L L L
Indonesia H H M M M M M M M M M M L L L L L L L L
Japan H H M H M M M M M M M M L M L L L L L L
Malaysia H H M M M M M M M M M M L L L L L L L L
New Zealand H H M M M M M M M M M M L L L L L L L L
Philippines H M M M M M M M M M M M L L L L L L L L
Singapore H H M M M M M M M M M M L L L L L L L L
South Korea H H M H M M M M M M M M L L L L L L L L
Sri Lanka H M M M M M M M M M M M L L L L L L L L
Taiwan H H M M M M M M M M M M L L L L L L L L
Thailand H H M M M M M M M M M M L L L L L L L L
Vietnam H M M M M M M M M M M M L L L L L L L L
AV = Added Value : TC = Transaction Costs : H = High : M = Medium : L = Low
30. Branded Women's Fashion in Singapore
30
Existing Distribution Channels
Wholesale-Domestic
owned&controlled
Wholesale-Foreign
controlled
Wholesale-Joint
Ventures
Wholesale-Other
Retailer-Domestic
owned&controlled
Retailer-Foreign
controlled
Retailers-Joint
Ventures
Retail–Internet&
Others
% % % % % % % %
Australia 82 7 8 3 83 7 5 5
Bangladesh 86 6 6 2 82 6 4 8
Cambodia 87 5 4 4 80 8 5 7
China 87 7 2 4 84 7 4 5
Hong Kong 81 12 4 3 77 11 7 5
India 91 6 2 1 84 7 5 4
Indonesia 84 8 4 4 79 6 7 8
Japan 85 8 2 5 81 8 3 8
Malaysia 83 6 5 6 80 5 6 9
New
Zealand
85 6 8 1 78 8 7 7
Philippines 82 6 6 6 81 6 8 5
Singapore 82 7 6 5 81 8 8 3
South
Korea
87 5 1 7 83 6 2 9
Sri Lanka 87 7 1 5 86 5 6 3
Taiwan 85 5 6 4 80 5 9 6
Thailand 82 5 7 6 82 7 8 3
Vietnam 91 5 1 3 86 6 4 4
New Distribution developments
Multiple-Channel Development
Developing a Multi-Channel approach to the consumer is often very effective and allows:-
Efficient access to each market segment
Increased market coverage
Lower channel cost
Opportunities for targeted and customised selling
More precise control of channels
31. Branded Women's Fashion in Singapore
31
The introduction of Complementary Channels, each of which targets different product or
consumer segments.
Competitive Channels where more than one channels competes for the same consumer
segment. This permits dynamic pricing tactics, promotional opportunities and better inventory
management mechanisms.
Multi-Marketing & Social Networking
Developing a Multi-Marketing & Social Networking approach to the consumer can help access niche
markets:-
Direct selling an Party Plan to access specific demographics (Married women, Older women,
women in rural locations)
Telemarketing which can access Housewives and women at their work place.
Social Network integration with mobile applications to promote specific events and ‘shopping
experiences’ for the younger demographics.
e-Commerce & M-Commerce
The effective application of e-Commerce and then Mobile Applications will increasing become very
important in the marketing mix of all brands.
Online Shopping by Middle Classes – Purchases per month
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
Australia 8 9 11 12 13 14 15 16 17 18 19
Bangladesh 3 4 5 7 8 9 10 11 12 13 14
Cambodia 2 3 4 5 7 8 8 9 10 12 12
China 8 9 10 11 12 13 14 15 15 16 17
Hong Kong 6 7 8 9 10 12 13 14 15 16 16
India 4 5 6 7 8 9 10 11 12 13 14
Indonesia 3 4 6 6 7 8 9 10 11 12 13
Japan 5 6 7 8 9 10 11 12 13 14 16
Malaysia 3 4 5 6 7 8 9 10 11 12 13
New Zealand 9 10 11 13 13 14 15 16 17 18 19
Philippines 5 6 7 8 9 11 11 12 13 14 15
Singapore 5 6 7 8 9 10 12 12 13 15 15
South Korea 8 9 10 11 12 13 14 15 17 18 19
Sri Lanka 3 4 5 6 7 8 9 10 11 11 13
Taiwan 6 7 8 9 10 11 12 13 14 15 16
Thailand 3 4 5 6 7 8 9 10 10 11 12
Vietnam 3 4 5 6 7 8 9 10 11 12 13
The data above is derived from statistically accurate social / income group, and full age spectrum,
surveys.
32. Branded Women's Fashion in Singapore
32
Distribution Policies & Strategies
Distribution Strategies for consideration
ExclusiveDistributor
Non-ExclusiveDistributor
SelectedWholesaleDistribution
IntensiveDistributiontoprovide
conveniencetoindependentretailers
DirectsupplytoSelectedRetailers
IntensiveDistributiontoindependent
retailers
Multi-channelDistribution
Australia X
Bangladesh X
Cambodia X
China X
Hong Kong X
India X
Indonesia X
Japan X
Malaysia X
New Zealand X
Philippines X
Singapore X
South Korea X
Sri Lanka X
Taiwan X
Thailand X
Vietnam X
The above distribution strategies are used by the
current players in each of the country markets. Each
distribution method needs to be analysed in depth to
understand the implications.
Exclusive Distribution advantages include:
Maximised control over service
level
Control of costs
Enhanced brand equity
Enhanced margins
Control of tied retailers
Improved independent retailer
loyalty
Improved ERP and inventory
control
Improved merchandising controls
Improved forecasting and market
reaction time
Market power and influence
Exclusive Distribution disadvantages:
Risk in reliance on an exclusive
distribution system
Mainly geared to big brand, high
price, high margin and low volume
products
Intensive Distribution advantages include:-
Potentially increased retailer sales
Wider consumer recognition
Enhanced product exposure
Intensive Distribution disadvantages:-
Applicable to low price, low-margin
high street brands
Products require constant
refreshing and high stock turn
Difficulty controlling brand image
Selective Distribution advantages:
Better market coverage than
exclusive distribution
More control and less cost than
intensive distribution
Concentration on productive
outlets
Carry full product line
Provide superior services
Selective Distribution disadvantages:
May not cover the market
adequately
Potential errors in distributor
selection
33. Branded Women's Fashion in Singapore
33
Adaption of Distribution
Strategies
Channel Control Strategies
BetterknowledgeofConsumerbuyinghabits
BetterattentiontoCustomerexpectations
MoreattentiontoCompetitor’sproduct
offerings
Betterselectionofretailoutlets&locations
Improvementof‘StoreExperience’
MoreattentiontoBrandEquity
Increasevolumelevelofsales
MoreattentiontotheMarketingMix
VerticalMarketingSystem(VMS)
ERPmethodology
Firmcentralcoordination
ProfessionalManagement
Programmednetworksystems
Useofinnovativemarketingchannels
Definitionsofcorporate,administrativeand
contractualVMS
HorizontalMarketingSystem
Symbioticmarketing
Australia X X X X X X X X X X
Bangladesh X X X X X X X X X X X X X X X X X
Cambodia X X X X X X X X X X X X X X X X X
China X X X X X X X X X X X X X X X X X
Hong Kong X X X X X X X X X
India X X X X X X X X X X X X X X X X X
Indonesia X X X X X X X X X X X X X X X X X
Japan X X X X X X
Malaysia X X X X X X X X X X X X X X X X X
New Zealand X X X X X X X X X X X X X X X
Philippines X X X X X X X X X X X X X X X X X
Singapore X X X X X X X
South Korea X X X X X X X X X
Sri Lanka X X X X X X X X X X X X X X X X X
Taiwan X X X X X X X X X X X X X X
Thailand X X X X X X X X X X X X X X X X X
Vietnam X X X X X X X X X X X X X X X X X
The countries marked with an X indicate the need for the distribution strategies to be analysed in
depth to understand the implications.
34. Branded Women's Fashion in Singapore
34
Purchasing power
NationalWholesalers
RegionalWholesalers
IndependentWholesalers
Agents&Jobbers
NationalRetailers
RegionalRetailers
IndependentRetailers
MailOrder
Catalogue
Online
Australia S M L M S M L S M M
Bangladesh M L N L M M N L L L
Cambodia M L N L M M N L L L
China S M L M S M L M M M
Hong Kong S M L M S M L M M M
India S M L M S M L M M M
Indonesia S M L M S M L M M M
Japan S M L M S M L S M M
Malaysia S M L M S M L M M M
New Zealand S M L M S M L M M M
Philippines S M L M S M L M M M
Singapore S M L M S M L M M M
South Korea S M L M S M L M M M
Sri Lanka M L N M M M N L L L
Taiwan S M L M S M L M M M
Thailand S M L M S M N M M M
Vietnam M L N L M M N L L L
S = Substantial : M = Moderate : L = Limited : N = None
Purchasing power is defined by the relative discounts and terms of payment achieved that each level
of the supply chain can achieve when negotiating with their suppliers. In general the distribution and
retail buyers can usually negotiate more advantageous terms with suppliers from Asia than with
suppliers from North America or Europe.
35. Branded Women's Fashion in Singapore
35
Retail Trade Life Cycle and Development in Women’s Fashion
Brand Development in the Retail Trade
The Retail Trade Life Cycle and Brand Development in Women’s Fashion have been very consistent
since the 1980s. Obviously in certain more developed countries like Australia, Japan, South Korea the
stage of the Life Cycle is fully mature and has reached saturation.
China will during the next decade experience structural problems with the age demographic and this
will affect Women’s fashion products.
It is not anticipated that the newly developing Asia Pacific countries will catch up with the developed
countries before 2025. Indeed with the effects of an aging population throughout the region there is
some doubt about the impact the age demographic will have on the life cycle in many Asia Pacific
countries.
36. Branded Women's Fashion in Singapore
36
Future Prospects and Development of the Retail Trade
The future of the Retail Trade in the Asia Pacific region will emulate the development of the trade in
North America and Europe; expect that the development will be greatly accelerated. Essentially the
Asia Pacific trade will clone the concepts and systems used in North America and Europe and simply
adapt those to local conditions. Thus whereas in North America and Europe Women’s Fashion brands
took some three decades to evolve, in Asia Pacific region this will be done much rapidly and will
depend solely on the ability of the local populations to have the disposable income to afford such
consumer brands.
In the larger countries, like China, India and Indonesia, it is probable that traditional retailing will never
fully evolve; as is has done in North America and Europe. This is due to the rapid changes in age
demographics within these countries and the effects of new distribution processes like online retailing.
For women’s fashion brands to develop along tradition lines, in the high street and shopping malls, it
will be necessary for retailers to develop and enhance the ‘shopping experience’ to draw consumers
to their brands.
City and Town analysis for Singapore
The Research focuses on the Girl’s and Women’s Fashion Retailers in the Major Cities and General
Clothing Retailers in other cities. A full list of the cities in the database can be found here:
http://www.datagroup.org/BASE_FOLDERS/World_Cities/SN.html
The overall Market Data covers each of the major towns and cities in Singapore can be found here:
http://www.worldconsumption.info/Womens_Fashion_Singapore/BASE_FOLDERS/xls_MarketResear
ch/CTM.xls
Detailed Market Data covers each of the major towns and cities in Singapore can be found here:
http://www.worldconsumption.info/Womens_Fashion_Singapore/MarketResearch/MR_TOWN_MARK
ET.htm
37. Branded Women's Fashion in Singapore
37
Wholesaler, Trade Buyer, Retailer and Store Performance Surveys
Products
1. Cardigans & Jumpers
2. Dresses
3. Jackets & Coats
4. Jeans & Denim
5. Knitwear
6. Lingerie
7. Maternity Wear
8. Nightwear
9. Shirts & Blouses - Tops & T-Shirts
10. Suits
11. Skirts
12. Sportswear & Swimwear
13. Stockings, Tights & Socks
14. Trousers, Leggings, Culottes, Shorts, Dungarees
15. Accessories
Retail Operations
1. Brand Management
2. Product Management
3. Marketing & Selling Activity
4. Store Presentation & Merchandising
5. Product Offering Specifications & Characteristics
6. Product Quality Control
7. Design Research & Development
8. Customer Handling
9. Product Sourcing & Control
10. Financial Controls
11. Staff Training / Control & Relations
12. Product Throughput Capacity & Control
13. Supply System Control & Development
14. Distribution Control
15. Product Handling Systems & IT
Buyer Profiles
1. Wholesalers
2. Trade Buyers
3. Retailers
4. Consumers
5. Immediate Distributors
6. Immediate Trade
7. Immediate End Users
8. Immediate Other Users
9. End User Age: <25
10. End User Age: 25-55
11. End User Age: 25-55
12. End User Social Group: AB
13. End User Social Group: C1
14. End User Social Group: C2
15. End User Social Group: DE
Trading Area
1. Singapore City Malls
2. Singapore City Downtown
3. Singapore City Districts
38. Branded Women's Fashion in Singapore
38
4. Serangoon
5. Jurong
6. Nee Soon
Competitors
1. Luxury Brands
2. European High Street Brands
3. American High Street Brands
4. Asian Brands
5. Singapore Labels
6. Maxstudio
7. Mango
8. GAP
9. Zara
10. Miss Selfridge
11. Dorothy Perkins
12. G2000
13. Karen Millen
14. H & M
15. M)phosis
These surveys cover the Markets, Products, Competitors, Operations and Product Flows in terms of
the Suppliers, Distributors, Retailers, and End Users. Please read the Definition & Notes first.
Retailer & Wholesaler Surveys
Products:
http://www.worldconsumption.info/Womens_Fashion_Singapore/Database/FASHION_SN_SU5P.xls
Retail Operations:
http://www.worldconsumption.info/Womens_Fashion_Singapore/Database/FASHION_SN_SU5O.xls
Trade Decision Makers Surveys:
http://www.worldconsumption.info/Womens_Fashion_Singapore/Database/FASHION_SN_SU5A.xls
Trading Area
http://www.worldconsumption.info/Womens_Fashion_Singapore/Database/FASHION_SN_SU5T.xls
Competitors
http://www.worldconsumption.info/Womens_Fashion_Singapore/Database/FASHION_SN_SU5C.xls
39. Branded Women's Fashion in Singapore
39
Trade Decision Makers Surveys
Products:
http://www.worldconsumption.info/Womens_Fashion_Singapore/Database/FASHION_SN_SU6P.xls
Retail Operations:
http://www.worldconsumption.info/Womens_Fashion_Singapore/Database/FASHION_SN_SU6O.xls
Trade Decision Makers Surveys:
http://www.worldconsumption.info/Womens_Fashion_Singapore/Database/FASHION_SN_SU6A.xls
Trading Area
http://www.worldconsumption.info/Womens_Fashion_Singapore/Database/FASHION_SN_SU6T.xls
Competitors
http://www.worldconsumption.info/Womens_Fashion_Singapore/Database/FASHION_SN_SU6C.xls
Store Performance Surveys
Products:
http://www.worldconsumption.info/Womens_Fashion_Singapore/Database/FASHION_SN_SU7P.xls
Retail Operations:
http://www.worldconsumption.info/Womens_Fashion_Singapore/Database/FASHION_SN_SU7O.xls
Trade Decision Makers Surveys:
http://www.worldconsumption.info/Womens_Fashion_Singapore/Database/FASHION_SN_SU7A.xls
Trading Area
http://www.worldconsumption.info/Womens_Fashion_Singapore/Database/FASHION_SN_SU7T.xls
Competitors
http://www.worldconsumption.info/Womens_Fashion_Singapore/Database/FASHION_SN_SU7C.xls
The surveys are best viewed as a graphic representation and users should use the normal facilities in
Excel to render the Excel spreadsheets as a graphic.
To understand the format and structure of these Surveys please consult the following schematic and
Survey Definitions
41. Branded Women's Fashion in Singapore
41
Singapore Branded Market Value by Product Sectors
Women’s Fashion Market at Producer Prices in US$ 1997 to 2011, 2012-2018 and 2018-2025
http://www.worldconsumption.info/Womens_Fashion_Singapore/BASE_FOLDERS/xls_MarketResear
ch/SN_M0M.xls
Women’s Fashion Lines at Producer Prices in US$ 1997 to 2011, 2012-2018 and 2018-2025
http://www.worldconsumption.info/Womens_Fashion_Singapore/BASE_FOLDERS/xls_MarketResear
ch/SN_M0Mx44812WF_L.xls
Women’s Garment Lines at Producer Prices in US$ 1997 to 2011, 2012-2018 and 2018-2025
http://www.worldconsumption.info/Womens_Fashion_Singapore/BASE_FOLDERS/xls_MarketResear
ch/SN_M0Mx44812WG_L.xls
City / Town Market Value
The overall Market Data covers each of the major towns and cities in Singapore can be found here:
http://www.worldconsumption.info/Womens_Fashion_Singapore/BASE_FOLDERS/xls_MarketResear
ch/CTM.xls
Detailed Market Data covers each of the major towns and cities in Singapore can be found here:
http://www.worldconsumption.info/Womens_Fashion_Singapore/MarketResearch/MR_TOWN_MARK
ET.htm
