2020年东南亚消费者趋势报告

WITH CONTRIBUTIONS FROM FOREWORD CEO, ZALORA GROUP Gunjan SoniGunjan Soni W hat a year 2020 has been! From the Covid-19 pandemic to poignant societal movements, the global socio-economic landscape has shifted in ways like never before. As it stands, fashion retail was hit hard, having been deeply affected by mass lockdowns, social distancing, and disrupted supply chains. The inevitable closure of stores, emptied shopping malls, and an insurmountable loss of jobs are all but a few harrowing realities of the pandemic. A daunting aftermath that has impacted us all not only from a retail standpoint but also across the entire fashion community, prompting a total recalibration of perspectives and strategies. This forced introspection has led to an awakening of several megatrends that had been brewing beneath the surface. In Southeast Asia alone, we have discovered how advancements in the telecommunications sector have greatly improved online penetration, making the region one of the most connected in the world. We have also discovered how this vast and diverse panorama of consumers respond to key market triggers, giving insight to unexpected changes in behaviour and lifestyles. Southeast Asia - though often perceived as a homogenised society, its varied races, religions and wholly contrasting cities are what makes it a truly spectacularly unique environment, setting itself apart from its international neighbours. Here at ZALORA Group, we understand the struggles of various players in the fashion, beauty and lifestyle ecosystems to access reliable data on this rarely discussed, yet highly documented demographic. While socio-economic data is easily available, how it applies to retail and consumer preferences alongside actionable insights are unavailable. It is with this in mind that the ZALORA TRENDER Southeast Asia 2020 Report aims to answer the regions most questioned conundrums, fuelled even further by this years unprecedented pandemic. TRENDER, ZALORAs proprietary analytics platform, is where data meets fashion, and today serves as a north star for over 1000 brands to navigate a constantly evolving consumer market. During such unprecedented times, we hope that this serves as not only an introduction to less traversed territories but also as a guide for companies and entrepreneurs who wish to steer their businesses through choppy waters and are planning for 2021 and years ahead. To bring practical application alive, we have collaborated with various leaders and insiders in the ecosystem, offering compelling research and ground- breaking statistics that make sense of this colourful region we call home. I am thankful to our valued partners Google, Ayala Malls, Adyen, Abercrombie the ZALORA TRENDER and Corporate Communication teams for putting this report together; and to everyone who contributed in making this inaugural industry report a comprehensive overview of how the region is changing. n ACKNOWLEDGEMENTS ABOUT THE EDITOR Based in Kuala Lumpur, Malaysia, Amy Yasmine is a freelance editor, stylist, and fashion consultant with six years of editorial experience at Harpers BAZAAR Malaysia as Assistant Editor. With an in-depth knowledge of fashion and luxury, Amys passion for storytelling is often conveyed through thought-provoking features, running the gamut from celebrity cover stories to analytical op-eds. Meanwhile, her inquisitive nature and eclectic interests have led to a series of riveting anecdotes across the landscapes of horology, beauty, travel, and lifestyle. As a multifaceted writer, Amys craft goes beyond the scope of journalism. Understanding the power of compelling imagery, she often pairs evocative narratives alongside creative whimsy, having styled Hollywood, fashion, and musics glitterati, from actress Lucy Boynton to DJ Peggy Gou. Her keen eye for detail is what expanded her styling repertoire, culminating in various multimedia projects including television commercials and digital campaigns. Today, her bubbly and tongue-in-cheek personality lends to a varied skill set which has allowed her to pursue a mlange of artistic endeavours. By harnessing her unique voice, Amy Yasmine blurs the lines between communication and imagination. ADDITIONAL CONTRIBUTORS Marie Lim, Christopher Daguimol, Quiron Aguiar, Ettore Strapazzon, Vasuda Ramesh Sarda, Laura Tasso, Livia Leal, Matej Urban, Illya Nadira, Ira Roslan, Vince Flores, Jessica Wencisly Legaspi, Tejas Kirodiwal, Syuhada Yacub, Tiara Chew, Irdina Zainalabidin, Ver Lin Chia, Agung Ongko, Warren Chau, Royce Chan, Muhd Falliq CONTRIBUTORS Rio Mayuga Ayala Malls Eunice Velasco Ayala Malls Eric Cheang ZALORA Group Well Smittinet Google Alex Lin Abercrombie shifting their gaze from conventional familial goals to pursue careers. PURCHASE FREQUENCY: THE FUTURE IS FEMALE CUSTOMER DEMOGRAPHIC Customer Gender FEMALE 80% MALE 20% Below 21 Customer Age 21-25 26-30 31-35 Above 40 36-40 5% 16% 24% 20% 17% 18% Source: ZALORA GROUP SOUTHEAST ASIA: A DIGITA