As reported by Statista, the revenue in the Footwear segment in Southeast Asia (SEA) is expected to reach at least USD1 billion by the end of 2019. The proliferation of global and homegrown brands entering the region, coupled with increasing disposable income, have contributed to strong sales growth.
SEA homegrown brands have made waves in the region’s fashion scene with their carefully curated style and artistry. What initially started at the local bazaars and Instagram are now made accessible with Zalora and FashionValet – the regional marketplace hubs that are actively promoting homegrown brands.
In this report, we reviewed Zalora across Malaysia, Singapore, Indonesia and the Philippines, to analyse Spring 2019 performance of homegrown brands and how they measured up on the global stage.
More than 5,000 data points were screened for a 4-month duration, from January to April 2019, with brands shortlisted based on high assortment count and popularity in the region. Homegrown brands in focus include Primadonna, Berrybenka Label, Zalora, Pazzion, and Nelissa Hilman. International brands selected for the comparison were Aldo, Public Desire, Rubi, Melissa and Topshop.