Four Philippine brands crack Inside Retail Asia’s top 100 retailers

SM, Zalora, Penshoppe, Bench make the regional list, pointing to strong Philippine shopping culture.

Four Philippine clothing retailers were ranked in industry publication Inside Retail Asia’s top 100 brands in the region, with the ranking based on customer conviction and trust.

The list ranked the region’s “most believed-in” retailers, based on interviews with 70,000 consumers across 11 Asian markets and proprietary data supplied by YouGov BrandIndex.

“The Brand Conviction Index measures three things across the total consumer population, beyond existing shoppers: Who is buying now. Who would recommend the brand to others. Who intends to buy next time,” Inside Retail Asia wrote.

The ranking included four Philippine retailers: ShopSM, Zalora, Penshoppe, and Bench.

Across the region, Zalora ranked 74th, followed by ShopSM at 80th, Penshoppe at 83rd, and Bench at 92nd.

In the Philippines, Zalora ranked fourth, ShopSM fifth, Penshoppe sixth, and Bench seventh. They trailed Shopee, Amazon, and Uniqlo, which took the top three spots locally, respectively.

The presence of four Philippine brands among the region’s leading retailers suggests that local companies can compete in Asia’s shopping-heavy retail landscape, offering quality products, digital convenience, and customer service that can hold their own against some of the world’s largest brands.

The largely clothing-centric rankings also point to fashion and textiles as industries with room for further development and promotion in the country amid their regional popularity.

ShopSM, the online platform of retail giant SM, also stood out for customer advocacy. The publication said customers advocated for ShopSM nearly four times the regional average for a department store platform.

“ShopSM shows how a deeply embedded physical retailer can translate familiarity into digital conviction (…) breadth matters, but the brand’s distinguishing asset is inherited trust,” read the brand description in the ranking.

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