Why ‘made in Singapore’ clothes are increasingly becoming a fashionable option at home and abroad
Why ‘made in Singapore’ clothes are increasingly becoming a fashionable option at home and abroad
Singaporean fashion and beauty brands are competing with global giants by finding a clear identity in a small domestic market, but they say that expanding overseas is often critical to survival.
While Singapore may not have the long-standing fashion or beauty heritage of markets such as South Korea or Italy, experts said efforts to build a stronger "Made in SG" brand identity are already underway.
However, the challenge lies in whether homegrown labels can compete on design and value, navigate structural constraints at home and build brands resilient enough to grow in a crowded global industry.
Mr Leon Leong, who founded watch brand Boldr Supply Co, has chosen to serve international markets from the get-go.
"In Singapore, customers are more comparative. They're exposed to many global brands and are very value-conscious. That makes the local market competitive, but also a good testing ground for whether a product truly holds up."
While individual Singapore fashion and beauty brands are charting different routes overseas, a broader ecosystem is emerging at home to support their growth.
