A recent middle-income consumer survey by Hong Kong Trade Development Council (HKTDC) among Southeast Asian cities particularly Jakarta, Kuala Lumpur and Bangkok revealed fashion occupies the third spot in consumer expenditure after travel and leisure; and health, beauty and wellness. According to the survey, consumers spent most on business attire (28 per cent), casual wear (26 per cent), shoes (22 percent), accessories (12 per cent), travel goods and handbags (8 per cent), and spectacles (4 per cent).
But while ASEAN people sought international designer brands, they were also attached to fashion reflecting their unique cultural heritage and history. The survey also noted some local designers from Indonesia, Malaysia and Thailand who are turning to local cultural heritage and history for inspiration in order to create a distinctive fashion identity.
The survey highlight importance of youth as an essential consideration for foreign fashion brands that wish to tap into the ASEAN market. The region’s trends are moving toward street style, fun denim, off white jeans, oversized shirts, logo hoodies and statement t-shirts. Rock and roll, hip-hop, dramas and movies are all big reference points in ASEAN’s fashion scene. Athleisure is also a prevalent theme of fashion in ASEAN amid a booming global trend toward fitness and healthy living.
The survey likewise underscored the influence of social media on fashion purchases, especially ASEAN millennials’ decisions on purchasing clothing and fashion accessories.
