Pinoys top brand-conscious Asians

UNTIL late last year, Filipinos were among Asia’s most fashion-conscious, as they aspired for designer brands like Calvin Klein and Louis Vuitton on the back of an expanding economy, according to a Nielsen report.

In its “Global Luxury Brands Study,” conducted last November, the media company said the Philippines ranked third among the most designer-conscious consumers in Asia, trailing Hong Kong and India.

The study showed that Calvin Klein is the most popular brand among Filipino respondents, even as the majority patronizes local designers’ products.

Louis Vuitton (LV), Chanel and Gucci are the three most popular brands in Asia if money were not a problem.

Louis Vuitton appeals most to three Asian markets, with the Philippines topping the list, trailed by Hong Kong and Singapore.

“Louis Vuitton has consistently brought out interesting designs and new product ranges that meet the diverse appetites of many Asians,” Benedicto Cid Jr., managing director of Nielsen Philippines, said. “LV has also held their brand values constant, which is critical for any brand to maintain customer loyalty and to appeal to potential followers,” he added.

Although knockoffs are popular in Asian markets, more than half of the Nielsen respondents, largely Japanese, Taiwanese and Chinese, disagree that imitations can equal the quality of the original products.

“Asia is considered by many international brands as a major sales region with the improving personal financial status of Asian consumers and with the opening up of various developing markets, there is huge room for growth in the luxury sector,” Cid said.

In Asia, Filipino consumers are the most likely to buy products such as mobile phones, flat screen TVs, and MP3 players if they bore luxury fashion brands. Chinese consumers meanwhile are the most likely to buy designer-branded laptop computers.