ShopSM, Penshoppe, Bench among top Asian retailers

MANILA, Philippines — Local retail powerhouses ShopSM, Penshoppe and Bench made it to the inaugural Brand Conviction Index: Asia’s Top 100 Retailers.

Published by ‘Inside Retail Asia,’ the index ranks brands that enjoy the highest consumer trust in the region.

Brands part of the list are those that have built conviction among customers that go beyond their existing shopper base.

The index is based on over 70,000 consumer interviews across 11 Asian markets and 12 months of continuous data from YouGov BrandIndex up to May 31, of this year.

ShopSM ranked 80th, with nearly four times as many surveyed Filipino consumers recommending it as those who currently shop there.

ShopSM serves as The SM Store’s online shopping platform, linking delivery and click-and-collect to its physical footprint.

Also part of the list are local fashion brands Penshoppe (83rd) and Bench (92nd).

Both brands, which serve close to a third of surveyed Filipino consumers, are recommended by an even larger share.

Overall, Swiss watchmaker Rolex topped the list.

Among surveyed consumers, more aspire to own a Rolex than those who currently have one.

Other brands in the top 10 are: JD.com, Flipkart, Shopee, India’s menswear brand Louis Philippe, Hermes, Singapore’s FairPrice, Omega and Hong Kong’s Wellcome.

The index aims to measure the gap between who buys from a brand and who believes in it.

The results are expected to provide insights to retailers as they think about scale, advocacy and future growth.