Jakarta, KL, Bangkok seen as export markets for fashion items

MANILA, Philippines — Southeast Asian cities like Jakarta, Kuala Lumpur and Bangkok present opportunities for Philippine exporters and retailers as consumers in these markets are willing to spend for fashion items, the Philippine Exporters Confederation Inc. (Philexport) said.

Citing a survey conducted by the Hong Kong Trade Development Council (HKTDC), Philexport said the three markets offer opportunities for exporters and retailers as fashion placed third in terms of  consumer spending.

The top two items on consumers’ spending in the three markets were travel and leisure and health, beauty and wellness.

HKTDC’s survey showed consumers in the markets spent for the following fashion and accessory items: business attire (28 percent), casual wear (26 percent), shoes (22 percent),  accessories (12 percent), travel goods and handbags (eight percent), and spectacles (four percent).

Based on the survey, other projected top cities for consumption and fashion spending are Manila and Singapore.

“The way ASEAN (Association of Southeast Asian Nations) consumers experience fashion is fundamentally different from a decade ago. In the past, people who lived in Paris, Milan or New York might know the fashion trends first, but via the internet and overseas travel, ASEAN people nowadays are well aware of international fashion trends,” it said.

While ASEAN consumers want to purchase items from international designer brands, they also like fashion reflecting their unique cultural heritage and history.

“Some designers have successfully incorporated rich cultural heritage to establish a design authenticity that is not just appealing to local consumers but also international tourists. ASEAN fashion is about embracing cultural roots instead of disregarding them for a global approach,” it said.

The survey also noted the influence of social media in making decisions on what clothing or fashion accessories to purchase.

“Today everybody in Indonesia, Malaysia, and Thailand can log into Instagram and follow an influencer. If she posts an outfit of the day, millions of people in ASEAN will see that photo, potentially steering trends. Today both local and foreign fashion brands in ASEAN are making use of social media to reach out to target consumer segments,” it said.