Filipino consumers' perception toward Gentlewoman Thai fashion brand

Abstract

This individual study explores the Filipino Consumer Perceptions of Thai Fashion Brand GENTLEWOMAN and the quality of the brand’s activism messaging through social media. The data was collected using in-depth interviews on 10 respondents, Filipino females, aged between 20 to 35, the average target consumer of GENTLEWOMAN products. The findings suggest that Filipino Consumers have a very positive perception of GENTLEWOMAN. They find the price to be good, regardless of whether it was purchased through the gray market or through official distribution. Quality is also perceived highly as consumers find the products to be well-constructed and very versatile. Lastly, consumers find themselves represented in the brand and as it provides them with emotional benefits. Although, they still have some reservations. Regarding their brand activism, the study suggests that the brand’s activism (Perceived Argument Quality, Perceived Authenticity, and Perceived Motivations) is thought to be of lower quality and doubtful leading to some respondents disregarding it overall. Fortunately, the consensus is that the brand is still seen as a brand for “good”. Respondents also provided the study with consumer feedback like asking for official distribution within the Philippines, showing a preference for understated and simpler pieces, more tangible work with NGOs and activism efforts, and expanding the causes to include LGBTQIA+ issues. The research also outlines recommendations that the GENTLEWOMAN brand or other Thai brands can take into consideration when pursuing Filipino Consumers.