Survey about Vietnam Domestic fashion brand popularity

Domestic Vietnam brand popularityAsia Plus Inc.

Overview

Although foreign brands in Vietnam are starting to become popular, domestic brands still have a strong presence in the market.

This report clarifies what types of domestic brands are known as well as its associated images

Respondent profile- Fashion Spenders

58% of the respondents pay less than 500,000 VND

Less than 100,000 VND

100,001 -300,000 VND

300,001 -500,000 VND

500,001 -700,000 VND

700,001 -1,000,000

VND

1,000,001 -2,000,000

VND

More than 2,000,000

VNDTotal 10% 23% 25% 18% 12% 8% 5% Male 14% 21% 29% 15% 11% 7% 3% Female 5% 24% 22% 20% 13% 10% 6% 18-24 15% 26% 26% 14% 10% 5% 4%

25-39 5% 20% 24% 21% 14% 11% 5%

How much do you spend for fashion monthly? N-323

Respondent profile- Interest in Fashion

25% 23% 27% 26% 24%

41% 38% 43% 38% 43%

29% 32% 26% 30% 28%

3% 3% 2% 2% 3% 2% 3% 2% 4% 1%

Total Male Female 18-24 25-39

Very high High Average Low Very low

Interest in Fashion is highest among femalesHow much do you pay attention to fashion brand? N=323

Opinions to Domestic brands

15%

11%

14%

11%

72%

71%

68%

69%

6%

11%

10%

11%

1%

1%

1%

1%

6%

6%

7%

8%

Quality

Design

Pricing

Material

Very good Good Not good Bad I do not know

The overall opinion to domestic brands is rather positiveHow do you feel about the local Vietnamese fashion brand? – Quality, Design, Pricing, Material N=323

Overview of Domestic Fashion Brands by Physical Store amounts

Brand Name Established

HCMC store

HANOI Store

Other Store Total Stores

The Blue Exchange 2001 55 14 203 272

Canifa 1997 8 33 56 97

Hoang Phuc International 1990 32 25 24 81

Ninomaxx 1998 20 5 33 58

Elise 2011 9 12 27 48

Lime Orange 2009 20 0 24 44

NEM 2002 6 15 23 44

IVY Moda 2005 5 16 21 42

YaMe Shop 2009 10 0 14 24

Viettien 1991 12 6 2 20

Please choose the brands that you could recognize N=323

Brand Recognition - Total

Viet Tien is most recognized followed by Blue Exchange and NEM

93% 72% 71% 62% 58% 56% 51% 47% 45% 39%

7% 28% 29% 38% 42% 44% 49% 53% 55% 61%


Brand Recognition – by demographics

Brand recognition is generally high among female and in proportion to the number of stores by locations

56%50%

61%

50%

62%

44%

81%

Canifa

51%

32%

68%

34%

66%

46%

59%

IVY Moda

62%

46%

77%

48%

74%

57%61%

Eliza

71%64%

76%

59%

81%

65%

83%

NEM

Total

Male

Female

18-24

25-39

HCM

Hanoi


Brand Recognition – by demographics

Brand recognition is generally high among female and in proportion to the number of stores by locations

58%

45%

68%

39%

74%69%

40%

Ninomaxx

72%

58%

84%

59%

83%85%

55%

Blue Exchange

45%41%

47%53%

37%

68%

22%

YaMe Shop

93%

87%

99%

87%

99%

97%

94%

Viet Tien

Total

Male

Female

18-24

25-39

HCM

Hanoi

Major brand image comparison (1/2)

0%5%

10%15%20%25%30%

Trendy

Good quality

Luxury

Proud to haveGood pricing

For youth

For adult

Canifa

Average Canifa

0%5%

10%15%20%25%30%

Trendy

Good quality

Luxury


For youth

For adult

IVY Moda

Average IVY moda

0%5%

10%15%20%25%30%35%

Trendy

Good quality

Luxury


For youth

For adult

Elise

Average Elise

0%

10%

20%

30%

40%Trendy

Good quality

Luxury


For youth

For adult

NEM

Average NEM

0%5%

10%15%20%25%

Trendy

Good quality

Luxury


For youth

For adult

Ninomaxx

Average Ninomaxx

0%5%

10%15%20%25%30%35%

Trendy

Good quality

Luxury


For youth

For adult

Blue Exchange

Average Blue Exchange

0%5%

10%15%20%25%

Trendy

Good quality

Luxury


For youth

For adult

YaMe shop

Average YaMe shop

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

Trendy

Good quality

Luxury


For youth

For adult

Viet Tien

Average Việt Tiến

Major brand image comparison (2/2)

Shops associated with images (1/2)Trendy Good quality Luxury Proud to have

Total

Male

Female

18-24

25-39

HCM

Hanoi

High spender

Low spender

38%

39%

44%

34%

47%

40%

53%

35%

44%

55%

55%

54%

54%

55%

59%

53%

48%

60%

38%

41%

46%

37%

37%

47%

58%

37%

43%

33%

35%

40%

32%

42%

42%

33%

41%

34%

Shops associated with images (2/2)Good Pricing For Youth For Adult

Total

Male

Female

18-24

25-39

HCM

Hanoi

High spender

Low spender

46%

45%

46%

42%

49%

45%

46%

44%

48%

35%

28%

42%

35%

44%

46%

47%

39%

32%

58%

55%

60%

52%

57%

63%

58%

55%

62%

Respondent profile (N=323)

Male, 47%Female, 53%

18-24, 47%25-39, 53%

AgeGender

HCM, 30%

Hanoi, 26%

Other, 44%

City

Q&Me – About Online Market Research Services

Our SolutionSurvey is conducted via mobile phone and the data is processed real-time

Affordable Quick High qualityTakes 24 - 48 hours for most surveys, proving

real-time analysis

Superb real-time analysis for flexible and accurate data collection

1/3 of the competitor pricing

Our Advantage: Direct Panel ManagementOur strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 200,000 members as of May, 2017

0% 1%

18%

31%

22%

14%

7%

3% 3%1%

Age

19%

18%

6%

4%3%3%

47%

HCM Hanoi Can Tho Da Nang

Hai Phong Dong Nhai Others

56%

44%

Male Female

Gender City

Our Advantage: Direct Panel ManagementOur strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 200,000 members as of May, 2017

Married Status Household income Smartphone ownership

Single, 72%

Married, 25%

Others, 3%

26%

24%

14%

15%

9%

5%

3%

4%

< 5M VND

5 - 7.5M VND

7.5 - 10M VND

10 - 15M VND

15 - 20M VND

20M-30M

30-40M

<40M

27%

25%

18%

8%

8%

6%

15%

18%

Apple

Samsung

Nokia

LG

Asus

Sony

Others

Do not own

Contact Us

URL: http://www.qandme.netContact: [email protected]

Q&Me is operated by Asia Plus Inc.

Asia Plus Inc.Floor 2, Songdo Tower, 62A Pham Ngoc Thach street, Ward 6, District 3, HCM City, Vietnam

Tel. +84 839 100 043

Survey about Vietnam Domestic fashion brand popularity

Marketing

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