Influential brands study overview 2013

INFLUENTIAL BRANDS A REPORT BY BRAND ALLIANCE GROUP

INFLUENTIAL BRANDS INSIGHTS TO GEN Y’S BUYING BEHAVIOUR & THEIR PREFERRED BRANDS

EXCLUSIVE RELEASE SEPTEMBER 2013

INFLUENTIAL BRANDS 2

Introduction Why this Report?

Generation Y make up almost a quarter of our resident population and workforce. They represent a significant portion of spending in Singapore. Their penchant for connectivity and instant gratification leads to the highest proportion of locals that shop online.

The Influential Brands Study dissects their behaviour, determine their barriers and help establish their purchasing motivations.

At the heard of every successful brand is good research. Knowing consumers is not secondary – it’s is priority. We believe this report will serve you a greater understanding of the archetypes of the “Millenials” and their shopping behaviour.


Report Coverage

There are three reports; Food & Beverage (F&B), Fashion & Accessories (F&A) and Fast Moving Consumer Goods (FMCG). These are the 3 key industries in Singapore where potential revenue can be derived from Gen Y customers.

Food & Beverage

1.  Restaurants

2.  Cafes

3.  Kiosk

Fast Moving Consumer Goods 1.  Confectionery 2.  Beverages

i. Non-Alcoholic ii. Alcoholic

3.  Skincare

Fashion & Accessories

1.  Apparels

2.  Shoes

3.  Bags

Each report explores the different attitudes and behaviours Gen Y has for the different product categories, illustrated on top. Within Gen Y, four segments have been identified for each industry to provide a more insightful report to help you with your business.

In addition to attitudes and behaviour, the report also covers marketing related activities, such as media platforms and loyalty programs, to help you better engage your target segment.


Methodology

Platform Sample Size Coverage Quotas

Face-to-face 750 Singapore

§  Gender

§  Age subgroups Online 400

Thie study is derived from a survey conducted on 1,150 Generation Y (Gen Y) respondents in Singapore, where 750 are gathered through face-to-face surveys and the remaining 400 through an online platform.

Quota of the sub-age groups and gender was also implemented for a coverage in proportion to the National statistics of Singapore. This ensures a good representation of the Gen Y in Singapore.

INFLUENTIAL BRANDS

Report Coverage What You Can Expect.


Report Content

Executive Summary

The Impulse Buyers

Report Highlights

Methodology

How Gen Ys Make Decisions

Top Brands Cited For Each Product Category

Key Attributes Gen Ys Look For In Each Product Category

Implementation for Business

Gender Behaviour Comparison

The Frequent Shoppers

Connecting To Gen Y

Building Brands

The Big Spenders

The Bargain Hunters

Chapter 2 :

Chapter 3 :

Chapter 1 :

Chapter 4 :

Chapter 6 :

Chapter 7 :

Chapter 5 :

Chapter 8 :

Chapter 9 :

Chapter 10 : FMC

G

Fash

ion

2.  Report Coverage Overview

Food

& B

ever

ages

INFLUENTIAL BRANDS

Insights.


4.  Snippets Fashion & Accessories

With hundreds of brands available in the market, Do you know which are the brands Gen Y aspire to purchase?

ZARA Abercrombie & Fitch

Abercrombie & Fitch

Agnes B

Agnes B

Armani Exchange

Armani Exchange

Balmain

Balmain

Burberry

Burberry

Emporio Armani

Emporio Armani

Dior

Dior

Louis Vui6on

Louis Vui6on

Hermes

Hermes

Ralph Lauren

Ralph Lauren

Ted Baker

Ted Baker

Topshop

YSL

YSL

ZARA

Adidas

Adidas

Aldo

Aldo

Birkenstock

Birkenstock

Chanel

Chanel

Church's

Church's

Dr Martens

Dr Martens

Gucci Hush Puppies

Hush Puppies

MCM

MCM

Pedro

Pedro

Prada

Prada

Red Wing

Red Wing

Tods

Tods

Zegna

All Saints

Alfred Dunhill Aeropostale

Alexander Wang

Armani

Bally

Beetle bug

BOSS

Calvin Klein Coach

Crocke6 and Jones

Crumpler D&G

Desigual

Deuter

Veneta Bo6ega

Topman

Toms Timbuk2 Timberland

Supra

Sperry

Savile Row

Porter

Nudies

North Face

Natural Project

Mulberry Moncler

Michael BasOan

Merrel Massimo DuH

Marimekko

ManhaPan PoPage

Margiela

Lacoste Hugo Boss

Herschel

Gucci

G-‐Star

Goyard

Giorgio Armani

G2000 Fred Perry Fossil

Evisu

Dunhill

Dockers

DKNY

Acne Studios

Air Jordan

Alexander McQueen Balenciaga

Banana Republic

Boy London

Camper

Celine

ChrisJan LoubouJn Coach

Diane von Furstenberg

Emoda Givenchy

Guess

Herves Ledger

Isabel Marent

Jeffery Campbell Jill Sanders

Jimmy Choo

Karen Millen

Kate Spade Lagerfeld Lanvin Marc Jacobs

Miu Miu Nine West

Pazzion

Polo Ralph Raoul

Salvatore Ferragamo Samantha Thavasa

Stella McCartney

Steve Madden Tom Ford

Tommy Hilfiger Tory Burch

Versace Victoria Secrets

Vivian Westwood

Warehouse

Armani

Salvatore Ferragamo



When shopping for apparels, Department Stores is the 4th retail format Gen Ys frequent



Likely44%

Neutral28%

Not Likely28%

Apparel

Likely42%

Neutral23%

Not Likely35%

Footwear

Likely33%

Neutral30%

Not Likely37%

Bags

Apparel Footwear Bags

How likely will Gen Ys try something in the store then purchase it online?



4 out of the TOP 5 items

that Gen Ys purchase

frequently online are

fashion related.



On average, 47% of Gen Ys will buy something they like IMMEDIATELY

Do you know how to engage these Impulse Buyers?


4.  Snippets Beverages

Brand is ranked higher than price and promotions as one of the TOP 3 reasons cited by Gen Ys on why they frequently purchase the alcohol product.


4.  Snippets Beverages

More than half of Gen Ys

purchase alcohol for gifting.

Within this group, 63% are

male and only 37% are female!


4.  Snippets Confectionary

48% Of Gen Ys will go to

another store if their

preferred confectionary

product is not available

in one store


Snippets Food & Beverage

Gen Ys are more active in capturing and sharing dining moments on social media, with 43% of them doing it “Always” or “Often”.


4.  Other Questions Answered Overview

Here are some other questions you may have that can be answered by this report:

§  WHICH are the top brands they shop at frequently now?

§  WHAT are the success factors behind each of the top 10 brands mentioned in each category?

§  WHO influences Gen Ys for Fashion & Accessories? (Celebrities, Friends, Advertisements, Bloggers, Reviews?)

§  WHICH are the top 3 media platforms they look for information across each Category?




§  WHAT are the key considerations Gen Ys have when purchasing apparel, footwear or bags?

§  WHICH type of retail format do they shop at more frequently for each category?

§  HOW much do they spend on online shopping?

§  WHO are the Impulse Shoppers among Gen Y and HOW to engage them?




§  WHAT are the preferred loyalty cards and why do they choose them?

§  WHAT brands do you follow, Why and WHAT would make you unfollow a brand?

§  WHICH mode of payment would you use to buy online?

§  WHO are the Big Online Spenders among Gen Y and HOW to engage them?

§  WHAT are the top 10 products and categories purchased online?


Contact Information

Mr Jorge Rodriguez [email protected]

or

Ms Amy Lim [email protected]

Brand Alliance Group Pte Ltd

T +65 6223 5282 http://www.brandalliance.org

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INFLUENTIAL BRANDS A REPORT BY BRAND ALLIANCE GROUP

INFLUENTIAL BRANDS INSIGHTS TO GEN Y’S BUYING BEHAVIOUR & THEIR PREFERRED BRANDS

EXCLUSIVE RELEASE SEPTEMBER 2013

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Influential brands study overview 2013