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Vietnamese fashion recognition and uniqlo popularity

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Vietnamese fashion recognition and uniqlo popularity

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Uniqlo finally announced to launch their first store in Ho Chi Minh in fall 2019. This survey is conducted to find out customer awareness in fast fashion brand and the depth analysis as to Uniqlo.

The survey was conducted to 400 male and female 18 – 39 year-olds in Ho Chi Minh & Hanoi.

Uniqlo finally announced to launch their first store in Ho Chi Minh in fall 2019. This survey is conducted to find out customer awareness in fast fashion brand and the depth analysis as to Uniqlo.

The survey was conducted to 400 male and female 18 – 39 year-olds in Ho Chi Minh & Hanoi.

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Vietnamese fashion recognition and uniqlo popularity

  1. 1. Q&Me is online market research provided by Asia Plus Inc. Fast fashion recognition and Uniqlo images
  2. 2. Overview Uniqlo finally announced to launch their first store in Ho Chi Minh in fall 2019. This survey is conducted to find out customer awareness in fast fashion brand and the depth analysis as to Uniqlo. The survey was conducted to 400 male and female 18 – 39 year-olds in Ho Chi Minh & Hanoi.
  3. 3. Fashion spending (monthly) Average monthly spending for fashion is about 350,000 VND Q. How much do you spend for clothes a month? (excluding accessories or shoes) 13% 16% 20% 15% 17% 9% 6% 4% Less than 100,000 VND 100,0001 - 200,000 VND 200,0001 - 300,000 VND 300,0001 - 400,000 VND 400,001 - 500,000 VND 500,001 - 700,000 VND 700,001 - 1,000,000 VND More than 1,000,000 VND
  4. 4. Fast fashion brand recognition 78% 72% 67% 55% 47% 40% 33% 22% 28% 33% 45% 53% 60% 67% ZARA H&M Mango Uniqlo Gap Forever 21 Giordano ZARA and H&M are the most recognized brand in Vietnam Q. Do you know about <Brand name>?
  5. 5. Fast fashion brand recognition - Detail 78% 67% 86% 77% 83% 72% 22% 33% 14% 23% 17% 28% ZARA Female recognition of ZARA, H&M, Mango are similar. The differences are found how the brands are penetrated among male 72% 62% 81% 75% 73% 67% 28% 38% 19% 25% 27% 33% H&M 67% 54% 78% 64% 73% 67% 33% 46% 22% 36% 27% 33% Mango Q. Do you know about <Brand name>?
  6. 6. Uniqlo brand awareness Uniqlo is recognized by 55%. The recognition is high among female 55% 45% 44% 64% 56% 36% Male Female 54% 57% 54% 46% 43% 46% 18-24 25-29 30-39 by gender by age Q. Do you know about <Brand name>?
  7. 7. Uniqlo awareness - Information source On top of internet effect, sport player has given a certain contribution to its awareness Q. (Those who know) How did you know about Uniqlo? (N=143) Internet Facebook Friends / Relatives From sport player wearing Uniqlo Newspaper TV Magazine Overseas trip Others Total 52% 41% 41% 20% 13% 11% 13% 8% 8% Male 53% 40% 32% 26% 12% 16% 14% 11% 7% Female 52% 42% 47% 15% 13% 8% 13% 6% 8% 18-24 46% 49% 43% 19% 15% 12% 16% 13% 7% 25-29 60% 29% 43% 11% 11% 9% 6% 0% 6% 30-39 58% 40% 35% 28% 10% 13% 15% 5% 10%
  8. 8. Uniqlo brand image breakdown It has a dominant “good quality” image. What follows are fashionable and youth image Q. What are the images of UNIQLO? (N=214) Good quality Fashionabl e For youth Good design Luxurious For adult Affordable Innovative New Others Total 58% 30% 28% 27% 18% 18% 17% 15% 14% 3% Male 49% 29% 33% 28% 29% 17% 22% 14% 22% 5% Female 64% 31% 25% 27% 12% 18% 14% 16% 9% 2% 18-24 52% 24% 26% 27% 19% 16% 18% 23% 20% 6% 25-29 67% 33% 33% 25% 9% 22% 21% 4% 7% 1% 30-39 58% 37% 24% 29% 27% 15% 10% 17% 10% 2%
  9. 9. Uniqlo brand image vs ZARA and H&M Uniqlo has better good quality image than ZARA or H&M but lacks in fashionable, youth or good design factors 58% 30% 28% 27% 17% 15% 18% 14% 18% 3% 44% 53% 43% 41% 31% 26% 26% 19% 9% 1% 36% 40% 43% 36% 26% 24% 20% 16% 10% 1% Uniqlo ZARA H&M Q. What are the images of <Brand name>?
  10. 10. Summary • Vietnamese average spending for fashion is limited with 350,000 VND • Among fast fashion brand, ZARA, H&M and Mango are the brands with highest recognition • Uniqlo is recognized by 55% of the respondents, thanks to the online as well as brand ambassadors and word of mouth • All the major fast brands are recognized more by the female than male • Uniqlo is federated with good quality image, while both of ZARA and H&M has stronger fashon, good design images.
  11. 11. AUDIENCE PROFILE
  12. 12. Gender Male, 44% Female, 56% 18-24, 42% 25-29, 30% 30-39, 28% Age HCM, 56% Hanoi, 44% City Household income 23% 41% 36% <10M 10-20M >20M Respondents profile (N=388)
  13. 13. Q&Me – About Online Market Research Services
  14. 14. Enhanced Service 3: Business survey Provide the research services driven by the technogies Our research solutions Consumer research app Admin platform Traditional market research Collect surveys from online consumers Effective retail audit or data collection Plan, Manage and Analyze data
  15. 15. Our advantage: Direct Panel Management Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 360,000 members as of Sept, 2018 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
  16. 16. Our advantage – Quick with quality Online is considered to be “cheap and bad” in general. Q&Me provides several methods providing data with quality FACT CONSISTENCY SCORE 97% THOUGHT CONSISTENCY SCORE 91% STRAIGHT-LINER/ FLAT- LINER SCORE 89% SPEEDERS SCORE 97% QUALITY CHECK SURVEY SPECIFICATION N (Sample size) 300 IR (Incident rate) 100% LOI (Lenght of Interview) 10 minutes Success Criteria Overral score of 80% or higher THE RESULTS Overal score 93.5% Average score in the industry 73% (*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam. Our quality score by SSI
  17. 17. Our quality assurance process Questionnaire based on the exact profile • Refined and very derailed database panel Take out users with irrelevant replies • Remove Fake questions hit users • Remove Contradicted answer users • Take out straight answer users Take out speed users • We count the average median time and take out those who are less than that Manual check by the experienced researchers • Our experienced researchers will check the relevance as well as open comments Re-assortment of panelist priorities • Based on the survey results, bad users are screened out while prioritizing those who return s good feedbacks.
  18. 18. Contact Us URL: http://www.qandme.net Contact: info@qandme.net Q&Me is operated by Asia Plus Inc. Asia Plus Inc. Floor 1 25/7A Nguyen Binh Khiem str., Ben Nghe ward, District 1, HCMC, Vietnam Tel. +84 839 100 043

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