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grow annually by 8.7% (CAGR 2020-2023)
APPARELS CATEGORY OVERVIEW
Vietnam Domestic Market of Apparels is highly potential when people
spend significantly for clothing, the forecasted category value for 2022 is
is 3,13 Billion USD with the yearly Value Growth of 8,7%
MARKET SNAPSHOT
YEAR
2019
REVENUE (Bill VND)
(CAGR)
MARKET VALUE SHARE
MARKET VOLUME
SHARE
1.307
(-8.7%)
2.38% 2.9%
CANIFA 2019 PERFORMANCE
in THE FUTURE, WE WANT to reach
Canifa has to double the revenue & maintain the average
growth of 24% in 3 year
To achieve this target with a relatively low current
consumer pool, we need to find a  potential source of
growth to expand canifa’s base users
2500 BILLION VND
revenue in 2022
30% MARKET SHARE
Of ready to wear fashion for family fashion
market after 5-7 years
VIETNAM APPaRELS SEGEMENTS
HAUTE COUTRE
& LUXURY
KEY PLAYERS KEY TAKE-AWAYS
The international fast-fashion brands are
dominant in Premium Category, where competing
on imagery, under the attributes of “fashionable”
& “trendy”.
We also observe the transform of several
Vietnamese brands to meets the new needs of
consumer in design.
In this segments, with appears of unbranded
goods, low price, low quality with diversified
styles
(This segment intentionally left blank as not
relating to current Canifa's Segments)
CANIFA IS ON THE MASS SEGMENT, THE CURRENT BIGGEST SEGMENT
MASS
PREMIUM
UN-ORGANIZED
The old Vietnamese brands with affordable prices,
quality but limited in design
The local brands with new designs but low quality
(Imported Unbranded Brand)
APPAREL CATEGORIES
UN-ORGANIZED (20%)
MASS (40%)
PREMIUM
MARKET
(37%)
LUXURY
(2%)
HAUTE COUTRE
(2%)
LUXURY & PREMIUM INTERNATIONAL/LOCAL BRANDS
FASHION STORES, E-COMM
INTERNATIONAL/VIETNAMESE FASHION
BRANDS
FASHION CHAINS, LOCAL FASHION
STORES, FLAGSHIP STORES & E-COMM
SUPER LUXURY INTERNATIONAL BRANDS
FLAGSHIP STORES & E-COMMERCE
LOCAL FASHION BRANDS
FASHION CHAINS, LOCAL FASHION
STORES & E-COMM
UNBRANDED/COUNTERFEIT PRODUCTS
LOCAL MARKET, WET MARKET & E-COMM
The Middle - Class Population &
Consumption Value Forecast 2030
Source: Nielsen Database
It’s forecasted that the Total consumption value of
Vietnam Middle Class will reach $940 bil USD in
2030
Vietnam is the country having highest growth rate of Middle Income
population in ASEAN around 10,1%
MIDDLE-middleCLASS IN VIETNAM
Clothing is on top 2 categories that Middle Class are willing to paid
The mass segment is expending by the rising middle segment with new life-style, when spending more for
appearence, especially on clothing.
Product categories for which middle-class consumers are willing to pay
in Vietnam in 2018
International brands with the comparative price at
entrance premium will be the threats to current
Canifa mass segments, by recruiting the Middle-
Class who are willing to spending more on clothing
to upgrade to entrance-premium.
The size of mass market will expand with the rising
number in Middle-Class segments, who are
spending more for clothing, with new demands on
fashion from design, material, quality, origin;
seeking for imagery by investing on their
appearance & also their family look
Key take-away #01 Key take-away #02
We notice the potental of rising middle-class, however, we
also see a threat from international brandsOUR TAKE-AWAY
CANIFA ANALYSIS
TOP 3 in Top-of-mind Vietnamese Fashion brands
among Vietnamese consumer in 2019
National wide distribution, Top 6 in store number
in Vietnam (123 store, 2019), dominant in North
Value of Canifa in
2018 is 1,432
billion VND, take
2,4%total
value of apparels
category in
Vietnam
Current status
Source
Q&Me
Statista 2019
Additional Information
Vietnam, September, 717 resonders 18-49 Years, among consumer , online survey
Source
Q&Me
Statista 2019
Number of stores
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
2016 2017 2018 2019
Sales of Canifa: Value 2016-2019
Noth South E-commerce Total
Thousand VND
51% volume in 2019 goes to Kids (41% total value), we can
see that the current source of business is from Family
Clothing, Canifa has very strong brand credentials towards
moms (family care-giver) consumers
Men
22%
Women
23%
Kids
51%
Others
4%
Volume 2019 of Men, Women & Kids
Men Women Kids Others
The value of Canifa in Northern market is about 80% total value.
Canifa gains huge credential in winter (wool) clothing in
Northern areas, with condense distribution chain across Hanoi
& North urban areas.
CANIFA ANALYSIS
BRAND ASSOCIATION
MAPPING
Diversity age
Good quality
Clothing for
family
Vietnam High-
quality Brand
Affordable
price
Kid-
clothing
Materials
Color preference
Good fabric
Red
Price
Acceptance Wool Sweater
Simplicity
Limitation in
design
TOM
NORTHERNSOUTHERN
The current perceived value of
Canifa is “HIGH-QUALITY” , a
kid-driven fashion brand with
affordable price.
There is a huge different in
perception between Northern
and Southern Areas, while
“wool sweater” is the key
products in winter season of
Northern Area, the southern is
lacking of Canifa foot-print in
consumer mind.
CANIFA ANALYSIS
To-win-STRATEGIES
There are the changes in economics status, witness the
climbing of Middle Class in Vietnam, who are our target. In
order not to loose the chance to International Brands,
CANIFA should continue to defense on current mass
segment to maintain & create loyalty
DEFENSE CURRENT MASS segment
Currently perceived as a “Vietnamese High-Quality
Brand”, however, the mass segment becomes more
demanding with new value, the equity of “quality”
owned by CANIFA become “shaking” when it’s less
attractive vs competitors
STRENTHEN CANIFA BRAND EQUITY
Young MOM &
FAMILY
Young mom
22+ yrs old, Urban & Sub-urban
Income B, C+
Young mother who always take cares about
her family, and who makes the main decision
Wisely spending - seeking for good quality
family fashion
Look for a branded clothing products for
everyday use for herself, her children & the
whole family
Target defined
BUSINESS AMBITIOUS
Total value after 3 years
2,500 bil VND
30%Value share of RTW Fashion for
Family after 7 years
J2BD
ACHIEVE THE BUSINESS AMBITION
BY PENETRATE MORE IN THE MIDDLE MARKET SEGMENT
THROUGH CONVERTING CURRENT COMPETITOR USERS
& RECRUITING THE SEGMENT’S NEW USERS
The challenge
We need a belief which gives us our
right-to-win in current segment, which
defense us towards international
brands & strenthen our equity
The “shaking” equity of “QUALITY”, when the current Canifa values of
“quality” is not superior vs International brands, how we defense them
from upgrading to entrence premium
FASHION
CATEGORY
UNDERSTANDING
Buy so you could “BE”Buy so you could “WEAR”
There is the gap between two poles of dimension, the practicality
(who appreciate quality) and passion (who love design)
SYMBOLIC VALUE
How do people think about my look?
EXPERIMENTAL VALUE
What is the story I can tell & be a part?
THE PRICE OPTIONS FUNCTIONAL VALUE
What do I have in my budgets? What I need apparels for?
Practicality Passion
PREMIUM
SEGMENT
Practicality Passion
Practicality Passion
How Canifa can fill the gap between PRACTICAL & PASSION, in the market
where people appreciate APPEARANCE but still require durable QUALITY
The
competitors
mapping
PriceRange
Current Canifa under
the threat from Uniqlo
MASS
SEGMENT
PREMIUM
SEGMENT
Practicality Passion
Practicality Passion
How Canifa can fill the gap between PRACTICAL & PASSION, in the market
where people appreciate APPEARANCE but still require durable QUALITY
PriceRange
MASS
SEGMENT
The Zone where
Uniqlo can do the best
The
competitors
mapping
Premium players who
are immature in
Vietnam market
Our key competitors
are Vietnamese local/
pop-up stores with
unbranded goods, up-
to-date design, low
quality
Our
potential
Zone
Build on the root of “high-quality”, how we can build on the idea of making a
brand of practicality as Uniqlo but generate passion as H&M in MASS SEGMENT
As a apparels brand As a fashion brand
Canifa gains the practicality satisfaction
to learn the Uniqlo mindset by providing
fine product infrastructure
We learn from H&M mindset to build our
lifestyle & compete by our high-quality
Tap into Mass Segment, we want to offer a new fashion lifestyle to
compete with these competitors by our high-quality
HOW INTERNATIONAL BRANDS
BUILD THEIR LIFESTYLE?
HIGH FASHION
TRENDY
KIDS
GOOD EXPERIENCE
COOL
BASIC
HIGH QUALITY
UV PROTECTION
HEATTECH
SIMPLE
EFFORTLESS
JAPAN
KIDS
TECHNOLOGY
TEENAGER
YOUNG FASHION
AFFORDABLE PRICE
FASHIONABLE
UPDATE FASHION
MINIMALISM
FAST
SAVING TIME
SOTIPHICATED
FUN
COOL
MOVIE
AFFORDABLE PRICE
DYNAMIC
COMFORTABLE
LOW QUALITY
TRUST
COOL
MIX
COLOR
TREND
FRIENDLY
MILLENIAL
AFFORDABLE PRICE
TREND
FOLLOWER
EVERYDAY
WORD CLOUDS THROUGH THEIR COMMUNICATIONS SPACE
PriceRange
Fashionable TrendySimplicity
THE DIVERSE IN FASHION LIFESTYLE
?How to create our
own lifestyle with
our offer?
DIFFERENT LIFESTYLES TOWARD “FASHION”
Casual Fashion
The lens on Family
Fashion
LOOK BACK ON
OUR TARGET
WE talk to Middle Class, a new
Generation of Moms, who are yong,
updated with urban life but still
family-oriented
We talk with the generation
grew up by “dressing
with durability”
But they are living now for
“dressing well”
Middle class is the group who observe the transformation period
The Tension
Simplicity
FashionableComfort
Trendy
Quality Imagery
Simplicity is not appreciated
when they prefer having “good
appearance”, but buy in the
“durability” of high-quality
products
“Fashion” means “looks good”, not
“high-fashion” or “trendy”. We call it a
“fashionable but humble” when they
don’t want be unique/attractive, it
should be good & blended in the
crowd
The mindset of them about fashion
HOW it makes impact
on family fashion
For years, it has
created the GROOVE
in daily wearing of
typical Family FASHION in
Vietnam
Generate THE repetitivelives and
routine styles
When they repeat the “durability”
The “legend” combo of PoLO &
skinny jeans
STRIPE T-SHIRT vs jean
SHORTS
Mom are still seeking for
high quality family fashion,
but NO MORE boredom, they
want to look good
Under the wave of “appearance
appreciation”, the transfomed
generation shifts their mind
“From looking good in the personal
image, they also want their family
look good too”
CANIFA current coms platform REVIEW
As a brand stands for
DYNAMIC
LIFESTYLE
CANIFA brings the
Dynamics style by
comfort & simplicity of
high-quality products
CURRENT DYNAMIC
LIFESTYLE
NEW DYNAMIC
LIFESTYLE
Comfort
Simplicity
High-Quality
Comfort
Vigor Design
High-Quality
To bring a new dynamic lifestyle,
We delete the simplicity, fortify “Comfort” & “high-quality”
The Vibrance from vigor
design meets comfortable
material of high-quality
product
We bring
the “VIGOR”
Aspired by modern Vietnamese Families who desire to add
vigor to their repetitive lives and routine styles, we
EMBRACE FAMILY
EVERYDAY dynamism
THE PROPOSITION
The Everyday Vibrant & Comfortable fashion for dynamic lifestyle
CORE VALUE
REASON-TO-BELIEVE
COMFORT VIBRANT
SPIRIT
The material &
design are
comfortable
THE BRAND IDEA
EMBRACE FAMILY EVERYDAY DYNAMISM
HIGH-QUALITY
The products meet
world class
standard
EVERYDAY
WEAR
Value for money
option for everyday
family wear
Vigor design
for whole
family
BrandKey
1. Root Strengths 2. Competitive
Environment
3. Target 4. Insight
5. Benefits
6. Values
& Personality
8. Discriminator 7. RTB
9. Essence
Young mom
25+ yrs old, Urban & Sub-
urban
Income B, C+
Wisely spending - Look for
a branded clothing products
for everyday use for herself,
her children & the whole
family
Embrace
Family
Everyday
Dynamism
The history of
decades when
business stared in
COTTON MILLS, with
credential in Vietnam
FIBRE QUALITY
Local & Vietnamese
pop-up stores/ brands
with unbranded goods,
up-to-date design, low
quality
“From looking good in the personal image, they also
want their family look good too” Mom are seeking
for high quality family fashion without the boredom
The Everyday Vibrant &
Comfortable fashion for
dynamic lifestyle
High-quality fashion
The design & material is
comfortable
Value for money option for
everyday family wear
Vigor design for whole
family
COMFORT
VIBRANT LIFESTYLE
EVERYDAY WEAR
Young Marketers Graduation - Canifa Repositioning - Nhóm 3

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Young Marketers Graduation - Canifa Repositioning - Nhóm 3

  • 1.
  • 2. grow annually by 8.7% (CAGR 2020-2023) APPARELS CATEGORY OVERVIEW Vietnam Domestic Market of Apparels is highly potential when people spend significantly for clothing, the forecasted category value for 2022 is is 3,13 Billion USD with the yearly Value Growth of 8,7% MARKET SNAPSHOT YEAR 2019 REVENUE (Bill VND) (CAGR) MARKET VALUE SHARE MARKET VOLUME SHARE 1.307 (-8.7%) 2.38% 2.9% CANIFA 2019 PERFORMANCE in THE FUTURE, WE WANT to reach Canifa has to double the revenue & maintain the average growth of 24% in 3 year To achieve this target with a relatively low current consumer pool, we need to find a  potential source of growth to expand canifa’s base users 2500 BILLION VND revenue in 2022 30% MARKET SHARE Of ready to wear fashion for family fashion market after 5-7 years
  • 3. VIETNAM APPaRELS SEGEMENTS HAUTE COUTRE & LUXURY KEY PLAYERS KEY TAKE-AWAYS The international fast-fashion brands are dominant in Premium Category, where competing on imagery, under the attributes of “fashionable” & “trendy”. We also observe the transform of several Vietnamese brands to meets the new needs of consumer in design. In this segments, with appears of unbranded goods, low price, low quality with diversified styles (This segment intentionally left blank as not relating to current Canifa's Segments) CANIFA IS ON THE MASS SEGMENT, THE CURRENT BIGGEST SEGMENT MASS PREMIUM UN-ORGANIZED The old Vietnamese brands with affordable prices, quality but limited in design The local brands with new designs but low quality (Imported Unbranded Brand) APPAREL CATEGORIES UN-ORGANIZED (20%) MASS (40%) PREMIUM MARKET (37%) LUXURY (2%) HAUTE COUTRE (2%) LUXURY & PREMIUM INTERNATIONAL/LOCAL BRANDS FASHION STORES, E-COMM INTERNATIONAL/VIETNAMESE FASHION BRANDS FASHION CHAINS, LOCAL FASHION STORES, FLAGSHIP STORES & E-COMM SUPER LUXURY INTERNATIONAL BRANDS FLAGSHIP STORES & E-COMMERCE LOCAL FASHION BRANDS FASHION CHAINS, LOCAL FASHION STORES & E-COMM UNBRANDED/COUNTERFEIT PRODUCTS LOCAL MARKET, WET MARKET & E-COMM
  • 4. The Middle - Class Population & Consumption Value Forecast 2030 Source: Nielsen Database It’s forecasted that the Total consumption value of Vietnam Middle Class will reach $940 bil USD in 2030 Vietnam is the country having highest growth rate of Middle Income population in ASEAN around 10,1% MIDDLE-middleCLASS IN VIETNAM Clothing is on top 2 categories that Middle Class are willing to paid The mass segment is expending by the rising middle segment with new life-style, when spending more for appearence, especially on clothing. Product categories for which middle-class consumers are willing to pay in Vietnam in 2018
  • 5. International brands with the comparative price at entrance premium will be the threats to current Canifa mass segments, by recruiting the Middle- Class who are willing to spending more on clothing to upgrade to entrance-premium. The size of mass market will expand with the rising number in Middle-Class segments, who are spending more for clothing, with new demands on fashion from design, material, quality, origin; seeking for imagery by investing on their appearance & also their family look Key take-away #01 Key take-away #02 We notice the potental of rising middle-class, however, we also see a threat from international brandsOUR TAKE-AWAY
  • 6. CANIFA ANALYSIS TOP 3 in Top-of-mind Vietnamese Fashion brands among Vietnamese consumer in 2019 National wide distribution, Top 6 in store number in Vietnam (123 store, 2019), dominant in North Value of Canifa in 2018 is 1,432 billion VND, take 2,4%total value of apparels category in Vietnam Current status Source Q&Me Statista 2019 Additional Information Vietnam, September, 717 resonders 18-49 Years, among consumer , online survey Source Q&Me Statista 2019 Number of stores
  • 7. 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 2016 2017 2018 2019 Sales of Canifa: Value 2016-2019 Noth South E-commerce Total Thousand VND 51% volume in 2019 goes to Kids (41% total value), we can see that the current source of business is from Family Clothing, Canifa has very strong brand credentials towards moms (family care-giver) consumers Men 22% Women 23% Kids 51% Others 4% Volume 2019 of Men, Women & Kids Men Women Kids Others The value of Canifa in Northern market is about 80% total value. Canifa gains huge credential in winter (wool) clothing in Northern areas, with condense distribution chain across Hanoi & North urban areas. CANIFA ANALYSIS
  • 8. BRAND ASSOCIATION MAPPING Diversity age Good quality Clothing for family Vietnam High- quality Brand Affordable price Kid- clothing Materials Color preference Good fabric Red Price Acceptance Wool Sweater Simplicity Limitation in design TOM NORTHERNSOUTHERN The current perceived value of Canifa is “HIGH-QUALITY” , a kid-driven fashion brand with affordable price. There is a huge different in perception between Northern and Southern Areas, while “wool sweater” is the key products in winter season of Northern Area, the southern is lacking of Canifa foot-print in consumer mind. CANIFA ANALYSIS
  • 9. To-win-STRATEGIES There are the changes in economics status, witness the climbing of Middle Class in Vietnam, who are our target. In order not to loose the chance to International Brands, CANIFA should continue to defense on current mass segment to maintain & create loyalty DEFENSE CURRENT MASS segment Currently perceived as a “Vietnamese High-Quality Brand”, however, the mass segment becomes more demanding with new value, the equity of “quality” owned by CANIFA become “shaking” when it’s less attractive vs competitors STRENTHEN CANIFA BRAND EQUITY
  • 10. Young MOM & FAMILY Young mom 22+ yrs old, Urban & Sub-urban Income B, C+ Young mother who always take cares about her family, and who makes the main decision Wisely spending - seeking for good quality family fashion Look for a branded clothing products for everyday use for herself, her children & the whole family Target defined
  • 11. BUSINESS AMBITIOUS Total value after 3 years 2,500 bil VND 30%Value share of RTW Fashion for Family after 7 years J2BD ACHIEVE THE BUSINESS AMBITION BY PENETRATE MORE IN THE MIDDLE MARKET SEGMENT THROUGH CONVERTING CURRENT COMPETITOR USERS & RECRUITING THE SEGMENT’S NEW USERS
  • 12. The challenge We need a belief which gives us our right-to-win in current segment, which defense us towards international brands & strenthen our equity The “shaking” equity of “QUALITY”, when the current Canifa values of “quality” is not superior vs International brands, how we defense them from upgrading to entrence premium
  • 14. Buy so you could “BE”Buy so you could “WEAR” There is the gap between two poles of dimension, the practicality (who appreciate quality) and passion (who love design) SYMBOLIC VALUE How do people think about my look? EXPERIMENTAL VALUE What is the story I can tell & be a part? THE PRICE OPTIONS FUNCTIONAL VALUE What do I have in my budgets? What I need apparels for? Practicality Passion
  • 15. PREMIUM SEGMENT Practicality Passion Practicality Passion How Canifa can fill the gap between PRACTICAL & PASSION, in the market where people appreciate APPEARANCE but still require durable QUALITY The competitors mapping PriceRange Current Canifa under the threat from Uniqlo MASS SEGMENT
  • 16. PREMIUM SEGMENT Practicality Passion Practicality Passion How Canifa can fill the gap between PRACTICAL & PASSION, in the market where people appreciate APPEARANCE but still require durable QUALITY PriceRange MASS SEGMENT The Zone where Uniqlo can do the best The competitors mapping Premium players who are immature in Vietnam market Our key competitors are Vietnamese local/ pop-up stores with unbranded goods, up- to-date design, low quality Our potential Zone
  • 17. Build on the root of “high-quality”, how we can build on the idea of making a brand of practicality as Uniqlo but generate passion as H&M in MASS SEGMENT As a apparels brand As a fashion brand Canifa gains the practicality satisfaction to learn the Uniqlo mindset by providing fine product infrastructure We learn from H&M mindset to build our lifestyle & compete by our high-quality Tap into Mass Segment, we want to offer a new fashion lifestyle to compete with these competitors by our high-quality
  • 18. HOW INTERNATIONAL BRANDS BUILD THEIR LIFESTYLE?
  • 19. HIGH FASHION TRENDY KIDS GOOD EXPERIENCE COOL BASIC HIGH QUALITY UV PROTECTION HEATTECH SIMPLE EFFORTLESS JAPAN KIDS TECHNOLOGY TEENAGER YOUNG FASHION AFFORDABLE PRICE FASHIONABLE UPDATE FASHION MINIMALISM FAST SAVING TIME SOTIPHICATED FUN COOL MOVIE AFFORDABLE PRICE DYNAMIC COMFORTABLE LOW QUALITY TRUST COOL MIX COLOR TREND FRIENDLY MILLENIAL AFFORDABLE PRICE TREND FOLLOWER EVERYDAY WORD CLOUDS THROUGH THEIR COMMUNICATIONS SPACE
  • 20. PriceRange Fashionable TrendySimplicity THE DIVERSE IN FASHION LIFESTYLE ?How to create our own lifestyle with our offer? DIFFERENT LIFESTYLES TOWARD “FASHION” Casual Fashion
  • 21. The lens on Family Fashion
  • 22. LOOK BACK ON OUR TARGET WE talk to Middle Class, a new Generation of Moms, who are yong, updated with urban life but still family-oriented
  • 23. We talk with the generation grew up by “dressing with durability” But they are living now for “dressing well” Middle class is the group who observe the transformation period
  • 25. Simplicity is not appreciated when they prefer having “good appearance”, but buy in the “durability” of high-quality products “Fashion” means “looks good”, not “high-fashion” or “trendy”. We call it a “fashionable but humble” when they don’t want be unique/attractive, it should be good & blended in the crowd The mindset of them about fashion
  • 26. HOW it makes impact on family fashion
  • 27. For years, it has created the GROOVE in daily wearing of typical Family FASHION in Vietnam
  • 28. Generate THE repetitivelives and routine styles When they repeat the “durability” The “legend” combo of PoLO & skinny jeans STRIPE T-SHIRT vs jean SHORTS
  • 29. Mom are still seeking for high quality family fashion, but NO MORE boredom, they want to look good Under the wave of “appearance appreciation”, the transfomed generation shifts their mind “From looking good in the personal image, they also want their family look good too”
  • 30. CANIFA current coms platform REVIEW As a brand stands for DYNAMIC LIFESTYLE CANIFA brings the Dynamics style by comfort & simplicity of high-quality products
  • 31. CURRENT DYNAMIC LIFESTYLE NEW DYNAMIC LIFESTYLE Comfort Simplicity High-Quality Comfort Vigor Design High-Quality To bring a new dynamic lifestyle, We delete the simplicity, fortify “Comfort” & “high-quality”
  • 32. The Vibrance from vigor design meets comfortable material of high-quality product We bring the “VIGOR”
  • 33. Aspired by modern Vietnamese Families who desire to add vigor to their repetitive lives and routine styles, we EMBRACE FAMILY EVERYDAY dynamism
  • 34. THE PROPOSITION The Everyday Vibrant & Comfortable fashion for dynamic lifestyle CORE VALUE REASON-TO-BELIEVE COMFORT VIBRANT SPIRIT The material & design are comfortable THE BRAND IDEA EMBRACE FAMILY EVERYDAY DYNAMISM HIGH-QUALITY The products meet world class standard EVERYDAY WEAR Value for money option for everyday family wear Vigor design for whole family
  • 35. BrandKey 1. Root Strengths 2. Competitive Environment 3. Target 4. Insight 5. Benefits 6. Values & Personality 8. Discriminator 7. RTB 9. Essence Young mom 25+ yrs old, Urban & Sub- urban Income B, C+ Wisely spending - Look for a branded clothing products for everyday use for herself, her children & the whole family Embrace Family Everyday Dynamism The history of decades when business stared in COTTON MILLS, with credential in Vietnam FIBRE QUALITY Local & Vietnamese pop-up stores/ brands with unbranded goods, up-to-date design, low quality “From looking good in the personal image, they also want their family look good too” Mom are seeking for high quality family fashion without the boredom The Everyday Vibrant & Comfortable fashion for dynamic lifestyle High-quality fashion The design & material is comfortable Value for money option for everyday family wear Vigor design for whole family COMFORT VIBRANT LIFESTYLE EVERYDAY WEAR