Consumers from Singapore's 'Generation Y' picked H&M, the Swedish apparel retailer, and other multinationals among their most preferred brands, but local companies featured too in the research from Influential Brands, part of the Brand Alliance Group.
The 'Insights to Gen Y's Buying Behaviour & Their Preferred Brands' study interviewed more than 1,000 respondents in the first quarter of 2013 and found fashion-related items accounted for four out of the top five items frequently bought online, Campaign Asia reported. The categories measured were food and beverages, FMCG and fashion and accessories.
Crumpler, the Australian luggage maker, topped the list for bags while Singapore-based Charles & Keith was voted best for footwear.
In the FMCG sector, Coca-Cola and Heineken topped the poll for the carbonated and alcoholic beverages segments while Pokka, the Asian canned tea brand, won the non-carbonated category.
Nestlé was voted the best for confectionary and Body Shop, the British cosmetics firm that is now part of L'Oréal Group, for skincare.
Din Tai Fung, originally from Taiwan, was top for restaurants while Starbucks was regarded as the most influential café brand.
The study also found that 44% of the age group were most likely to try on clothing in the store and then buy it online, a pattern adopted by 42% for footwear and 33% for bags.
Gen Y consumers in Singapore also tended to make decisions more often when they are with their friends rather than their families.
Jorge Rodriguez, director of strategy at Influential Brands, advised marketers to listen carefully to what young shoppers want and how they want to be engaged.
"Generation Y shoppers are practical and assertive when making shopping decisions, communicating clearly their preferences and how brands can engage them," he added.
Data sourced from Influential Brands, Campaign Asia; additional content by Warc staff