Let’s take a closer look at the top 10 SEA artists

1. Uniqlo

Known for offering stylish casual clothing at attractive prices, the Japanese fast fashion brand was founded in 1984 and has enjoyed global success ever since. Focusing on functional basics rather than following trends, the brand is on its way to becoming one of the most successful clothing retailers in the world with this formula. Uniqlo scored highly in the purchasing experience category and performed particularly strongly in Singapore; where it achieved top scores in brand awareness, purchase frequency, digital touchpoints, and ranked second behind Singapore Airlines as the most recommended brand by Singaporeans.

2. Nike

Although it was placed in the top spot by sneaker giant Uniqlo, it finished a strong second overall. In fact, Nike was the top fashion brand in three markets, Vietnam, the Philippines and Thailand, leveraging strong brand awareness, customer service and recommendation scores. If not for Uniqlo’s strong support in Singapore and Malaysia, Nike might well have taken the crown.

3. Vietnam

Founded in 1975, Viet Tien is one of Vietnam’s leading men’s fashion brands. It has more than 1,300 stores spread across the provinces of Vietnam and is known for its various product lines: Viet Tien, Viet Long, Smart Casual, Manhattan, San Sciaro, etc. In terms of purchasing frequency and purchasing experience in Vietnam, it is quite high.

4. Bench

Bench, a proudly Filipino clothing and lifestyle brand, has come a long way from its origins as a men’s t-shirt store in Makati, Philippines in 1987. Today, it has become the one-stop shop for casual wear, underwear and sportswear for both men and women. It is fast becoming a global powerhouse, with a growing number of stores internationally and celebrity brand ambassadors such as Bruno Mars, Joe Jonas and Adam Levine. It achieved top scores for brand awareness and customer service in the Philippines, ultimately securing its fourth-place ranking overall in SEA.

5. Adidas

The German sportswear giant ranked in the top five among SEA’s best fashion brands. It also ranked in the top five in every market, including first place in Indonesia, where it achieved high scores for brand awareness and purchasing experience. Indonesia is among the top three sourcing countries for the adidas Group and has been producing Adidas sports shoes since 1988. While Adidas is an established player and a firm favorite in the sportswear market in Southeast Asia, it hasn’t quite been able to outshine some of its rivals. but it still ranks in the top five.

6. Pen Shop

Founded in the Philippines in 1986, Penshoppe is a popular retail platform where customers can shop for fashionable and affordable casual clothing. Today, it is the leading fashion retailer in the Philippines, which is matched by its high scores for brand awareness and customer service in its market. Although Penshoppe has expanded its presence to other SEA countries, including Indonesia, Cambodia, and Vietnam, the brand’s popularity in the Philippines places it at number six among SEA’s top fashion brands.

7. Yody

Founded in 2014, Yody is a Vietnamese fashion technology brand and currently has over 270 stores in Vietnam and focuses on producing casual fashion. Yody prioritizes sustainable approaches beyond the fast fashion trend. The brand states on its website that it uses Coolmax, Airycool and Birdseye pique fabric, as well as S’Cafe fabric (derived from coffee beans). Yody has been among the top 10 most loved fashion brands in Vietnam, and the company has recently expanded beyond its home market by opening its first physical store in Thailand, and plans to expand openings in Malaysia and the US in the future.

8.Dior

The French fashion giant became the luxury brand with the highest score in the top 10 in the overall rankings. Top rated for purchasing experience and quality in Vietnam. Dior has increasingly partnered with celebrities in the region to run its campaigns, leading to its rise in popularity.

9. Padini

Padini is one of the most popular online clothing stores in Malaysia, known for embracing eco-friendly materials such as organic cotton, recycled polyester, and recycled textile waste. Its affordable clothing products have made it a household name in Malaysia and a major player in the e-commerce market. It benefits from high brand awareness and purchase frequency in its market, allowing it to rank in the top 10 overall.

10. Levi’s

Levi’s, known for its denim jeans, has entered the top 10 among SEA’s best fashion brands. Levi’s is actively expanding its presence in the region and recently opened its largest store in Southeast Asia in Kuala Lumpur, Malaysia’s Suria KLCC mall. The denim king has entered the top 10 among fashion brands in most countries in Southeast Asia and is the top scorer in Malaysia in terms of brand awareness.