Studies

Trends in the Apparel Market in Asia:

Consumer Behavior and Strategic Approaches

2024/06/07

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Between April 19 and May 1, 2024, a consumer behavior survey was conducted in four countries: Singapore, Indonesia, India, and Malaysia. This survey targeted general consumers aged 15 to 59, delving into their consumption behaviors related to groceries, daily necessities, clothing, entertainment, and imported products in general.

The apparel market in Asia is one of the fastest-growing regions. Consumer needs and purchasing behavior are rapidly evolving, giving this market a unique presence on the global stage. With increasing focus on sustainability and digitalization worldwide, Asia presents distinct consumption trends across different countries, requiring tailored strategies. In this article, we will analyze the current state of the Asian market based on consumer behavior data from various countries and forecast future trends.

 

Spending Outlook: Expenditure on clothing is expected to increase only slightly.

Respondents who selected clothing as the category with the highest expenditure in the past year accounted for 11.2% in India, showing a higher proportion compared to the other three countries, and it is expected to increase to 15% in the coming year. In Singapore, the expenditure on clothing increased from 5% in the past year to 7% in the coming year. On the other hand, in Indonesia and Malaysia, spending on clothing is expected to decrease by an average of 1.4% over the next year compared to the past year, suggesting a slight decline in expenditure in these markets.

Last 12 months vs. Next 12 months by Country.png

 

Purchasing Behavior

Purchase Frequency: The highest percentage of consumers make purchases "once every 2-3 months."

In all countries, "once every 2-3 months" is the most common response for how often respondents purpose clothing. However, in India, the proportion of respondents who purchase clothing "weekly," "bi-weekly," or "monthly" is higher than in the other three countries. This suggests a more active interest in fashion compared to other countries.

Purchase Channels: 40% of consumers use "online shopping."

"Online shopping platforms" are the highest in all countries (average 42%), followed by "shopping malls" (average 26%). In Singapore, however, the proportion of "online shopping platforms" is slightly lower (35%) compared to other countries, with "boutiques/specialty stores" accounting for twice the proportion of the other three countries (average 6%).

Main Purchasing Locations for Clothing.png

 

Information Sources: Gathering information through digital channels, primarily social media, is the dominant trend.

In all countries, "social media" is the main source of information for clothing purchases. Particularly in Indonesia (29%) and Malaysia (32%), the high usage of social media underscores the importance of digital channels. Additionally, "web search/website/web advertising" are significant information sources in Malaysia (21%) and Singapore (22%).

Information Sources by Country.png

 

Key Factors in Purchasing: "Price" and "Safety" are the most important considerations.

In all countries, there is a strong emphasis on both "price" and "safety." In particular, Indonesia and India also show a tendency to prioritize "quality." This trend may be due to the current state of clothing quality in the market, which is likely driving increased demand for sustainable fashion in these two countries.

Influence of Trends: A large percentage of consumers tend to adapt and incorporate trends flexibly to match their own style.

The most common response in all countries (average 44%) is "I take inspiration from trends but choose according to my own style." In India, 38% responded "I keep up with trends and always incorporate the latest styles," indicating a proactive attitude towards trends. In contrast, a relatively high proportion of respondents in Malaysia and Singapore have "no interest in trends and choose entirely based on personal preference," suggesting a focus on individual style rather than trends.


Growth Potential of the Asian Apparel Industry

The Asian apparel market is expected to continue growing in line with the diversification of consumer needs. In particular, there is an increasing demand for a balance between "price and quality," as well as personalized shopping experiences that cater to individual lifestyles and preferences. Consumers are no longer bound by uniform trends; instead, they seek products and services that fit their unique needs, creating significant growth opportunities for companies. To adapt to these changes, GMO Research & AI suggests incorporating the following two key strategies:

  1. Balance Between Price and Safety: Many consumers prioritize both "price" and "safety," making it essential to offer products that are not only affordable but also meet safety standards.

  2. Personalized Shopping Experience: Personalized product recommendations that cater to individual consumer preferences are becoming increasingly important. By leveraging consumer data and using AI-driven product recommendations, along with offering customizable product lines, companies can enhance customer satisfaction and meet the growing demand for personalized experiences.

 

How to Capture Hidden Consumer Needs

Do you truly understand what your customers want? To stay competitive in the fast-changing Asian market, it’s essential to have a strategy that accurately captures consumer insights. By utilizing GMO Research & AI’s Custom Survey and Quick Survey, you can quickly gather valuable consumer insights, enabling data-driven decision-making. Now is the time to accelerate your business growth with a data-driven strategy.


Survey Theme: Consumer Trends in Asia
Survey Areas: Singapore, India, Malaysia, Indonesia
Survey Targets: Men and women aged 15-59, a total of 640 people (160 by each country)
Survey Date: April 19 - May 1, 2024
Methodology: Internet survey (closed survey)

Consumer behavior in Asia Asian apparel market trends clothing purchase channels brand loyalty online shopping

Quickly Grasp the Differences Between
Trend-Savvy and Trend-Averse Consumers!

Apparel industry_cover.png

From shopping frequency and locations to key factors when purchasing clothing, this visual comparison breaks it all down. Understand how consumer behavior varies and leverage these insights to refine your marketing strategy. Don't miss out on this essential consumer insight—check it out now!


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This survey was conducted using our "Quick Survey"

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