Uniqlo has emerged as the most considered fashion retail brand in Singapore, while also topping rankings for perceived quality and value, according to new consumer data on leading fashion retailers in the market.

The rankings show Uniqlo leading the consideration rankings with a score of 50, well ahead of global sportswear brands Nike (27.5) and adidas (26.0). The Japanese retailer also secures the top position for quality (47.6) and value (46.0), highlighting its strong reputation among Singaporean shoppers.

Uniqlo Dominates Consumer Consideration

Uniqlo stands significantly ahead of competitors in consumer consideration, which measures whether a consumer would consider purchasing from a brand when next in market, reinforcing its strong brand presence in Singapore’s fashion market.

Sportswear brands such as Nike (27.5), adidas (26.0), Decathlon (23.7), New Balance (14.3) and Puma (11.7) feature prominently across the rankings, reflecting Singapore consumers’ growing preference for versatile, athleisure-inspired apparel.

Quality perceptions led by global sportswear brands

In the quality rankings, Uniqlo again leads the category, followed by major global sportswear brands.

Nike and adidas maintain strong reputations for quality (38.5 and 37.2, respectively), while heritage brands such as Levi’s (25.3) and Marks & Spencer (20.8) also perform well in this category.

Value rankings highlight strong performance from Uniqlo and Decathlon

When it comes to value for money, Uniqlo again tops the rankings with a score of 46.0, followed by sporting goods retailer Decathlon (28.1), Nike and adidas (20.3 each).

Sports and lifestyle brands dominate the market

Across the three rankings, sportswear brands such as Nike, adidas, New Balance, Puma and Asics consistently appear, reflecting the continued influence of athleisure and active lifestyles in Singapore’s fashion landscape.

Meanwhile, retailers such as H&M, Zara, and Cotton On demonstrate the continued relevance of global fast-fashion brands among Singapore consumers.

Download the full report here.

Methodology

  • Consideration scores are based on respondents’ answers to the following questions: ​ “When you are in the market next to purchase fashion or apparel product, from which of the following would you consider purchasing?”​
  • Value scores are based on respondents’ answers to the following question: “Which of the following brands do you think represent GOOD VALUE FOR MONEY? By that, we don’t mean “cheap,” but that the brands offer a customer a lot in return for the price paid/Now which of the following brands do you think represents POOR VALUE FOR MONEY? By that, we don’t mean “expensive,” but that the brands do not offer a customer much in return for the price paid.”​
  • Quality scores are based on respondents’ answers to the following question: “Which of the following brands do you think represents Good Quality/ Now which of the following brands represents Poor Quality?”​
  • A minimum base size of 300 (n) is required. To qualify as top ranked, brands have held tracked scores for at least 6 months (183 days).
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