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Philippines 32% are passionistas
Singapore 27% are passionistas
Indonesia 25% are passionistas
Women in South-east Asia love Louis Vuitton, Prada and Gucci
By Nurul Azliah Aripin
Are you a big fan of luxury brand Prada and Celine? If your answer is yes, you might be a Passionista.
And there are many of you in Singapore, according to a second phase of a study – called “High Heeled Warriors Research” - initiated by major television company NBC Universal (NBCU), based on 3,000 women living across South-east Asia (SEA).
NBCU said they commissioned the study to glean an insight into the minds of women as they “make or influence 80% of all purchase decisions, including 60% of traditional male products (e.g.: automobiles, consumer electronics)”.
The study aims to attract advertisers and marketers who target women in their campaigns.
The study broke down the female personalities into five categories, which are:
Trailblazers: Big spenders, career-minded and individualistic women who know how to stand out from the crowd
Passionistas: Spontaneous women who work hard and play hard
Social Siders: Women who have many friends and a wide social network
Peacekeepers: Women who constantly seeks stability and routine
Heart Warmers: Family-oriented women
Countries included in the study were Hong Kong, the Philippines, Malaysia, Indonesia and Singapore. In Singapore, 27 per cent of women are Passionistas, 22 per cent Peacekeepers, 13 per cent Social Siders and 19 per cent each are Trailblazers and Heart Warmers.
The Philippines have the most Passionistas with 32 per cent of women polled and Indonesia next with 25 per cent.
1 in 3 earn the most in their household
The study also found that more women in SEA are becoming more affluent - with one–third of Singaporean women taking on the role of household chief income earner – and the majority of them own luxury items.
Two out of three women in SEA possess at least one luxury item and each of them spend at least S$2,100 a year on luxury items such as shoes and handbags, with Louis Vuitton and Gucci being the market leaders across all five personality categories.
Women in SEA also channel most of their spending to buying other goods such as beauty products with as much as S$460 per month on mainly skincare and cosmetics. According to NBCU, this figure is more than what they spend on dining out. In Singapore, the study shows that women mainly prefer skincare products by Sk II, Biore and Estee Lauder, and cosmetic products by Maybelline, L’oreal and Chanel.
When it comes to cars, 60 per cent of women in SEA are main or joint decision makers, and the popular car brands among them are Honda, Toyota and BMW.
First phase of ‘High Heeled Warriors’
The current results are from the second phase of NBCU's study. The results of the first phase, released in October 2011, measured the qualitative aspects of women's shopping decisions.
It found out that many Asian women are educated, independent and success-oriented. They have high expectations of themselves while holding a traditional perspective on family values.
According to the study, 51 per cent of Singaporean women are in the workforce. The corresponding numbers are 53 per cent in Indonesia, 51 per cent in the Philippines and 47 per cent in Malaysia.
Singapore 27% are passionistas
Indonesia 25% are passionistas
Women in South-east Asia love Louis Vuitton, Prada and Gucci
By Nurul Azliah Aripin
Are you a big fan of luxury brand Prada and Celine? If your answer is yes, you might be a Passionista.
And there are many of you in Singapore, according to a second phase of a study – called “High Heeled Warriors Research” - initiated by major television company NBC Universal (NBCU), based on 3,000 women living across South-east Asia (SEA).
NBCU said they commissioned the study to glean an insight into the minds of women as they “make or influence 80% of all purchase decisions, including 60% of traditional male products (e.g.: automobiles, consumer electronics)”.
The study aims to attract advertisers and marketers who target women in their campaigns.
The study broke down the female personalities into five categories, which are:
Trailblazers: Big spenders, career-minded and individualistic women who know how to stand out from the crowd
Passionistas: Spontaneous women who work hard and play hard
Social Siders: Women who have many friends and a wide social network
Peacekeepers: Women who constantly seeks stability and routine
Heart Warmers: Family-oriented women
Countries included in the study were Hong Kong, the Philippines, Malaysia, Indonesia and Singapore. In Singapore, 27 per cent of women are Passionistas, 22 per cent Peacekeepers, 13 per cent Social Siders and 19 per cent each are Trailblazers and Heart Warmers.
The Philippines have the most Passionistas with 32 per cent of women polled and Indonesia next with 25 per cent.
1 in 3 earn the most in their household
The study also found that more women in SEA are becoming more affluent - with one–third of Singaporean women taking on the role of household chief income earner – and the majority of them own luxury items.
Two out of three women in SEA possess at least one luxury item and each of them spend at least S$2,100 a year on luxury items such as shoes and handbags, with Louis Vuitton and Gucci being the market leaders across all five personality categories.
Women in SEA also channel most of their spending to buying other goods such as beauty products with as much as S$460 per month on mainly skincare and cosmetics. According to NBCU, this figure is more than what they spend on dining out. In Singapore, the study shows that women mainly prefer skincare products by Sk II, Biore and Estee Lauder, and cosmetic products by Maybelline, L’oreal and Chanel.
When it comes to cars, 60 per cent of women in SEA are main or joint decision makers, and the popular car brands among them are Honda, Toyota and BMW.
First phase of ‘High Heeled Warriors’
The current results are from the second phase of NBCU's study. The results of the first phase, released in October 2011, measured the qualitative aspects of women's shopping decisions.
It found out that many Asian women are educated, independent and success-oriented. They have high expectations of themselves while holding a traditional perspective on family values.
According to the study, 51 per cent of Singaporean women are in the workforce. The corresponding numbers are 53 per cent in Indonesia, 51 per cent in the Philippines and 47 per cent in Malaysia.
