SPA / Fast Fashion Brand Consumption

JAKPAT SURVEY REPORT

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Respondent Profile
Total respondents : 3301

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Respondent Profile
Total respondents : 3301

Gender :

47.00% Female : 47%

Male : 53%
53.00%

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Respondent Profile
Total respondents : 3301
6.00% 1.00%
Age range :

20-25 : 50%
19.00% 26-29 : 24%
30-35 : 19%
50.00% 36-39 : 6%
40-45 : 1%

24.00%

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Respondent Profile
Total respondents : 3301

Location:
89.00%

5.00% 2.00% 2.00% 1.00% 1.00%

Jawa Sumatera Sulawesi Kalimantan Bali & Nusa Papua &

Tenggara Maluku

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SPA (specialty retailer of private label apparel, also known as fast
fashion) brands are those that produce their own clothing, distribute
and sell it exclusively. Names such as H&M, Zara, and Uniqlo are
classified as SPA brands.

Source: www.koreatimes.co.kr/www/news/biz/2013/10/123_145097.html

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General Awareness of SPA Brand

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SPA Brand: Awareness and Favourite
• Female respondent in this survey tend to aware more SPA brands than male.
• Among all respondents in this survey who aware about SPA brands, both male
and female are more likely to favourite similar SPA brands.
• H&M, Zara, Forever 21, Uniqlo, and GAP are considered as the top five most
favourite SPA bands among respondent in this survey.

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Awareness toward SPA Brand
90%
80% H&M
70% Zara
60% Bershka
Stradivarius
50%
GAP
40%
Uniqlo
30%
Cotton On
20% Old Navy
10% Forever 21
0% Never hear
Male Female

n respondent = 3.301 people. Respondents are allowed

to choose more than one answer.

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Favourite SPA Brand
50%
H&M
45%
Zara
40%
Bershka
35%
Stradivarius
30%
GAP
25%
Uniqlo
20%
Old Navy
15%
Cotton On
10% Forever 21
5% None
0%
Male Female
n respondent = 2.850 people. Only respondent who ever hear about any of those SPA brand are
allowed to answer this question, Respondents are allowed to choose more than one answer.

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Experience of Buying SPA Brand

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Experience of Buying SPA Brand
• Among the top five most favourite SPA brands, Zara and H&M are considered as the two
most popular brand bought by respondent in this survey.
• Apparently, female respondents in this survey are more frequently buying various kind of
SPA brand than male.
• Related to respondent purchasing behaviour in offline store, most of them are buying
SPA brand in the offline store in their own city.
• Among all cities available, Jakarta is considered as the most popular place to buy SPA
brand product for most respondents in this survey.

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SPA Brand Actual Buying Experience
None
Forever 21
Old Navy
Cotton On
Uniqlo Male
GAP Female
Stradivarius
Bershka
Zara
H&M

0% 10% 20% 30% 40% 50% 60% 70% 80%

n respondent = 2.850 people. Respondents are allowed to choose more than one answer.

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Experience of Buying within the Last One Month
Never purchase in the last one month

Forever 21

Old Navy

Cotton On

Uniqlo Female
Male
GAP

Stradivarius

Bershka

Zara

H&M

0% 10% 20% 30% 40% 50% 60%

n respondent = 1.988 people. Respondents are allowed to choose more than one answer.

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Purchasing SPA Brand in Offline Store
10%
Offline store in my city

Offline store in other city

22% Overseas offline store

68%

The question is only subjected to respondent who answer they

buy Uniqlo, Zara, and H&M product in their offline store.
n respondent who buy Uniqlo in the offline store : 382 people
n respondent who buy Zara in the offline store: 309 people
n respondent who buy H&M in the offline store: 578 people

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Location of Buying SPA Brand in Their Offline Store

1%
4% 10%
Jakarta
Bandung
7% Surabaya

48% Yogyakarta
Bali

14% Balikpapan
Other

The question is only subjected to respondent who answer they

buy Uniqlo, Zara, and H&M product in their offline store.
16% n respondent who buy Uniqlo in the offline store : 382 people
n respondent who buy Zara in the offline store: 309 people
n respondent who buy H&M in the offline store: 578 people

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Uniqueness, Trendy, and Exclusivity of SPA
Brand

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Uniqueness, Trendy, and Exclusivity of SPA Brand

• Most respondents in this survey have different perception about exclusivity, uniqueness,
and trendy indicator of a brand.
• To be categorized as exclusive, a brand must be produced in limited edition and have an
excellent product material. Among all SPA brands in this survey, Zara is considered as the
most exclusive brand.
• To be categorized as unique, a brand must consider their product design. Zara is once
again considered as the most unique brand, and followed by Uniqlo in the second position.
• Furthermore, to be categorized as trendy, a brand must be frequently featured in fashion
magazine/blog and worn by celebrity or popular public figure. Zara is considered as the
most trendy brand, as well as H&M in the following position.

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Most Exclusive SPA Brand
Forever21

Old Navy

Cotton On

Uniqlo

GAP

Stradivarius

Zara

H&M

0 200 400 600 800 1000 1200

n respondent = 2.231 people. Respondents are asked to rank those brands
according to their perception of its exclusivity.

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Aspect that Affect Respondents’ Perception of
Brand Exclusivity
14%
Produce in limited edition
28%
Product material

Expensive price
16%
Worn by celebrity/public figure

Featured in fashion magazine/blog

18% 24% n respondent = 2.231 people. Respondents are

allowed to choose more than one answer.

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Most Up to Date SPA Brand
Forever21
Old Navy
Cotton On
Uniqlo
GAP
Stradivarius
Beshka
Zara
H&M

0 200 400 600 800 1000 1200

n respondent = 2.231 people. Respondents are asked to rank those brands

according to their perception of its up to date image.

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Aspect that Affect Respondents’ Perception of
Trendy in a Brand
7%
Featured in fashion magazine/blog
12% 29%
Worn by celebrity/public figure

Worn by many people

The store interior design is trendy

23% Sold in many online shop

n respondent = 2.231 people. Respondents are allowed

29% to choose more than one answer.

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Most Unique SPA Brand
Forever21

Old Navy

Cotton On

Uniqlo

GAP

Stradivarius

Beshka

Zara

H&M

0 100 200 300 400 500 600 700

n respondent = 2.231 people. Respondents are asked to rank those brands according to their perception of its unique image..

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Aspect that Affect Respondents’ Perception of
Brand Uniqueness
3%

14%
Product design

Choice of brand ambassador

Promotional program

In-store service experience

26% 57%

n respondent = 2.231 people. Respondents are allowed

to choose more than one answer.

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H&M Source of Brand Awareness
2% 1%
Celebrity/public figure appearance
13% Friends
14%
Family
Spouse/partner
Offline store

21% Online shop

17% Review in fashion blog/article
Movie
Other

8% n respondent = 1.690 people. Only respondent who previously

answer that they know about H&M brand are eligible to answer this
20% question. Respondents are allowed to choose more than one answer.
4% The bigger size font section are the top three source of brand
awareness.

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General Perception About H&M
2%
3%
6% 10%

8% Luxurious image Trendy&stylish

Branded Good quality
Various fashion item Famous
7% Expensive Affordable
35% Other

11%

n respondent = 1.690 people. Only respondent who previously

answer that they know about H&M brand are eligible to
18% answer this question. Respondents are allowed to choose more
than one answer. The bigger size font section are the top three
general perception about H&M.

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H&M Image Based on Respondent Age Segment
Other

Affordable

Expensive

Famous 40-45

Various fashion item 36-39

30-35
Good quality
26-29
Branded 20-25

Trendy and stylish

Luxurios

0% 5% 10% 15% 20% 25% 30% 35% 40%

n respondent = 1.690 people. Only respondent who previously answer that they know about H&M brand are eligible to answer
this question. Respondents are allowed to choose more than one answer.

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H&M: Reason of Loving, but Not Buying
3%

9%
Expensive

Offline store unavailable

15% Not suitable for them

Don't have their size

66% Other
7%

n respondent = 75 people. Only respondent who previously

consider H&M as an exclusive, up to date, and unique brand,
but never buy any of H&M product eligible to answer this
question.

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Method of Buying H&M
1%
4%
Offline store
Ask friend to buy for them
18%
Ask family to buy for them
Online shop in Indonesia
Overseas online shop

56% Other
12%

9%
n respondent = 714 people. Only respondent who ever
purchase H&M product eligible to answer this question.

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H&M: Survey Finding Summary
• Most respondents who know H&M in this survey tend to know the brand from
celebrity, offline store, online shop, and their friends.
• In general, respondent in this survey consider H&M as the trendy and branded brand.
• The younger segment respondent in this survey tend to perceive H&M as a luxurious
brand. Otherwise, the older segment tend to perceive it as having a good material
quality.
• For fewer respondent in this survey who actually love H&M but never buy any of its
product, they consider H&M expensive price as the main obstacle.
• Offline store and online shop in Indonesia are preferred as the place to buy H&M
product for most respondents in this survey.

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Zara Source of Brand Awareness
3% 1%
Celebrity/public figure appearance
15% Friends
12% Family
Spouse/partner
Offline store
Online shop
19%
21% Review in fashion blog/article
Movie
Other

8% n respondent = 2.399 people. Only respondent who previously answer

that they know about Zara brand are eligible to answer this question.
17% Respondents are allowed to choose more than one answer. The bigger
size font section are the top three source of brand awareness.
4%
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General Perception About Zara
3%

Luxurious image
11% 18% Trendy&stylish
Branded
8% Good quality
Various fashion item
Famous
12% Other
24%

n respondent = 2.399 people. Only respondent who

previously answer that they know about Zara brand are
eligible to answer this question. Respondents are allowed to
24% choose more than one answer. The bigger size font section
are the top three general perception about Zara.

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Zara Image Based on Respondent Age Segment
Other

Famous

Various fashion item

Female
Good quality
Male
Branded

Trendy and stylish

Luxurios

0% 5% 10% 15% 20% 25% 30%

n respondent = 2.399 people. Only respondent who previously answer that they know about Zara brand are eligible to answer this
question. Respondents are allowed to choose more than one answer.

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Zara: Reason of Loving, but Not Buying
3% 2%

10% Expensive
Offline store unavailable
9% Not suitable for them
Don't have their size
Other

76%

n respondent = 182 people. Only respondent who previously

consider Zara as an exclusive, up to date, and unique brand, but
never buy any of Zara product eligible to answer this question.

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Method of Buying Zara
1%
7%
Offline store

Ask friend to buy for them

44% Ask family to buy for them
27% Online shop in Indonesia

Overseas online shop

Other

11%
n respondent = 981 people. Only respondent who ever
10% purchase Zara product eligible to answer this question.

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Zara: Survey Finding Summary
• Most respondents who know about Zara in this survey tend to know about the brand
from online shop, friends, celebrity/public figure appearance, the offline store, and
review in fashion blog/article.
• In general, respondent in this survey tend to consider Zara as the trendy, stylish, and
branded brand.
• The female respondent in this survey tend to describe Zara as a branded stuff, while the
male respondent in this survey tend to describe it as a trendy and stylish brand.
• For fewer respondent in this survey who consider Zara as an exclusive, up to date, and
unique brand but never buy any of its product consider the expensive price as their main
obstacle of doing so.
• Offline store and online shop are preferred as the place to buy Zara product for most
respondents in this survey.

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Uniqlo Source of Brand Awareness
2% 2%
Celebrity/public figure appearance
9% Friends
Family
18% Spouse/partner
Offline store
20% Online shop
Review in fashion blog/article
Movie

16% Other

8%
n respondent = 1.265 people. Only respondent who previously
answer that they know about Uniqlo brand are eligible to answer
this question. Respondents are allowed to choose more than one
21% 4% answer. The bigger size font section are the top three source of
brand awareness.

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General Perception About Uniqlo
3%
6%
5%
Luxurious image Trendy&stylish
9% 26% Branded Good quality

Various fashion item Famous

7% Affordable Expensive

Other

13% 10%
n respondent = 1.265 people. Only respondent who previously
answer that they know about Uniqlo brand are eligible to answer
this question. Respondents are allowed to choose more than one
answer. The bigger size font section are the top three general
21% perception about Uniqlo.

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Uniqlo: Reason of Loving, but Not Buying
3% 3%

Expensive
14% Offline store unavailable

Not suitable for them

Don't have their size

11% Other
69%
n respondent = 35 people. Only respondent who previously
consider Uniqlo as an exclusive, up to date, and unique brand,
but never buy any of Uniqlo product eligible to answer this
question.

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Method of Buying Uniqlo
1%
5%
Offline store
17% Ask friend to buy for them
Ask family to buy for them
Online shop in Indonesia
Overseas online shop
11% 56%
Other

10% n respondent = 479 people. Only respondent who ever

purchase Uniqlo product eligible to answer this question.

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Uniqlo: Survey Finding Summary
• Most respondents who know about Uniqlo in this survey tend to know
about the brand from its offline store, friends, online shop, review in
fashion blog/article, and celebrity/public figure appearance.
• In general, respondent in this survey tend to consider Uniqlo as the trendy,
stylish, and having a good material quality.
• For fewer respondent in this survey who consider Uniqlo as an exclusive, up
to date, and unique brand but never buy any of its product consider the
expensive price as their main obstacle of doing so.
• Offline store and online shop are preferred as the two most favourite
places to purchase Uniqlo.

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General Survey Summary
• Among all respondent in this survey, their awareness toward SPA brand is
quite high, as well as their experience of buying SPA brand product.
• Respondent in this survey tend to have different indicator to categorize a
brand to be considered as exclusive, trendy, and unique.
• Online shop, offline store, friends, and celebrity/public figure appearance
become the top source of information for most respondents in this survey
about their SPA brand awareness.
• Offline store and online shop are preferred as the top two places to buy
SPA brand product.
• Price sensitivity become the main challenge for certain respondent
segment in this survey to buy SPA brand, although they actually love the
brand.

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