On trend: The top fashion brands in Singapore 2024
When it comes to fashion, which brands are winning the hearts—and carts—of consumers in Singapore? From timeless staples to trendsetters shaping the future, we’ve compiled the definitive rankings of the most considered fashion brands in Singapore.
Leveraging data from YouGov’s always-on brand tracker, we can reveal the top names among the general population, but also those dominating with men, women, and Gen Z.
Plus, we spotlight the brands making the biggest year-on-year gains—showcasing which brands are on the rise.
Ready to discover which fashion brands are setting the style agenda as we enter 2025?
Top 10 fashion retail brands among the general population in Singapore
Uniqlo leads the way as the fashion retailer with the highest consideration in Singapore, with 51.0% stating they would consider the brand when they are next in-market to purchase.
Nike (25.8%), Decathlon (25.2%), adidas (24.4%), and H&M (16.5%) complete the top five.
Top 10 fashion retail brands among men in Singapore
Looking into consideration among males in Singapore, sports and casual wear brands have strong appeal.
Uniqlo leads the way among the male demographic with a consideration score of 47.8%, followed by Nike (31.0%), adidas (30.0%), Decathlon (27.4%), and H&M (16.2%).
Top 10 fashion retail brands among women in Singapore
Uniqlo also takes the top spot as the most considered fashion brand among women Singapore, with a consideration score of 54.1%.
Decathlon secures second place (23.2%), followed by Nike (20.7%), SHEIN (19.8%), and adidas (18.8%) to complete the top five.
Top 10 fashion retail brands among Gen Z in Singapore
Uniqlo reigns supreme with younger audiences, with over half of Gen Z stating they would consider the brand when they are next in-market (51%).
37.8% of Gen Z would consider Nike, followed by adidas (29.9%), H&M (22.0%), and Cotton On (19.3%).
Most improved fashion retail brands year-on-year in Singapore
Nike is the most improved fashion retail brand in Singapore, with a year-on-year consideration increase of 2.6 percentage points.
Fast-fashion retailer SHEIN follows in second place, recording a growth of 2.3 percentage-points.
Adidas, Zara, and Levi’s complete the top five, with increases of +1.9, +1.1, and +0.7 percentage points respectively.
Discover more brand rankings
Looking for a global view? Check out our fashion brand rankings for the United States, United Kingdom, France, Germany, and the Kingdom of Saudi Arabia.
Methodology
YouGov BrandIndex collects data on thousands of brands every day.
Brands are ranked based on their consideration score. To determine a brand’s consideration score, respondents are asked: When you are in the market next to purchase clothing and apparel, from which of the following would you consider purchasing?
For a brand to qualify, a minimum base size of 300 (N) is required. To qualify as a top ranked brand, brand must have scores for at least 6 months (183 days).
To qualify as a most improved brand, brand must have scores for at least 18 months (548 days).
Scores in this article are based on daily sample sizes of approximately 700 to 5100 depending on audience.
Date ranges: November 1st, 2023, to October 31st, 2024 (2024) and November 1st, 2022, to October 31st, 2023 (2023).