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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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.
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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.
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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.
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Report Coverage What You Can Expect.
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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
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Insights.
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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
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4. Snippets Fashion & Accessories
When shopping for apparels, Department Stores is the 4th retail format Gen Ys frequent
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4. Snippets Fashion & Accessories
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?
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4. Snippets Fashion & Accessories
4 out of the TOP 5 items
that Gen Ys purchase
frequently online are
fashion related.
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4. Snippets Fashion & Accessories
On average, 47% of Gen Ys will buy something they like IMMEDIATELY
Do you know how to engage these Impulse Buyers?
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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.
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4. Snippets Beverages
More than half of Gen Ys
purchase alcohol for gifting.
Within this group, 63% are
male and only 37% are female!
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4. Snippets Confectionary
48% Of Gen Ys will go to
another store if their
preferred confectionary
product is not available
in one store
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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”.
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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?
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4. Other Questions Answered Overview
Here are some other questions you may have that can be answered by this report:
§ 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?
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4. Other Questions Answered Overview
Here are some other questions you may have that can be answered by this report:
§ 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?
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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