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Survey about Fashion behaviour and interests in Vietnam

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Vietnamese spend more on fashion, as their income increases. Let us take a look what brand Vietnamese recognize, as well as where they spend, how they get the information about fashion

Published in: Marketing
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Survey about Fashion behaviour and interests in Vietnam

  1. 1. Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc. Survey about Vietnamese fashion interests
  2. 2. Purpose Vietnamese youth increases its spending in how they look like. This survey will clarify what is the behaviors and priorities in purchase fashion-related items (clothes, shoes) among Vietnamese
  3. 3. • Conducted on February 17th , 2017 – February 20th , 2017 • Method: Online survey • Number of respondents: N=240 Profile Male, 53% Female, 47% Gender 18-24, 46% 25-29, 32% 30-39, 22% Age
  4. 4. Interests in fashion The interests of fashion are relatively high among both genders. Especially, 76% female are interested in Fashion. Q. How much are you interested in fashion? 18% 15% 46% 61% 29% 22% 6% 2% 2% 1% Male Female Very interested Interested Average Not interested very much Least interested
  5. 5. Information source Faceboo k(friends page) Friends Internet( EC page) Faceboo k(celebrit y / fashion- related pages) (by looking at people) on the street Internet(b rand page) TV program / TVCF Newspap er / Magazine Internet (Others) Store- front Family Shop staff Others Male 35% 42% 37% 27% 32% 33% 33% 26% 31% 22% 16% 21% 2% Female 46% 36% 41% 39% 31% 28% 27% 33% 26% 21% 25% 11% 1% All 41% 39% 39% 33% 32% 31% 30% 30% 29% 22% 21% 16% 2% Information from friends are the most, regardless of online or offline Q. What are the media you use to get the fashion information?
  6. 6. Purchase frequency 16% 21% 14% 21% 18% 5% 6% 10% 18% 19% 18% 26% 5% 3% 13% 20% 17% 20% 22% 5% 5% I rarely buy fashion items once in several months once in 2-3 months once a month 2-3 times a month once a week More than once / week Male Female All Q. How much do you spend on fashion items per month? 52% purchases fashion items once / month or more
  7. 7. Monthly purchase amount Q. How often do you buy fashion items? 12% 12% 25% 17% 17% 14% 4% 1% 8% 16% 21% 22% 18% 11% 1% 3% 10% 14% 23% 19% 18% 12% 2% 2% Up to 100,000 VND 100,001 VND - 300,000 VND 300,001 VND - 500,000 VND 500,001 VND - 700,000 VND 700,001 VND - 1,000,000 VND 1,000,001 VND - 2,000,000 VND 2,000,001 VND - 3,000,000 VND 3,000,001 VND and more Male Female All 47% spends less than 500K VND monthly
  8. 8. T-shirt 280,000 VND Shirt (long sleeve) 350,000 VND Shoes 550,000 VND Skirt 380,000 VND Jeans 480,000 VND The budget that they have in mind gives the limited options for what they would purchase Budget for the items Q. How much are you willing to pay for XXX for a good quality?
  9. 9. Location to buy fashion items - Clothes 50% 25% 22% 22% 20% 18% 13% 13% 7% 1% 1% Shoes Q. Where do you purchase your clothes most? /Q. Where do you purchase your shoes most? 54% 35% 31% 26% 23% 22% 14% 12% 10% 2% Clothes Local fashion stores are still dominant followed by shopping malls or chains
  10. 10. Associated keywords Local shops are strongly associated with good pricing images Q. What is the images of the following in buying fashion items? 35% 10% 26% 20% 33% 60% 30% 41% 21% 30% 20% 46% 32% 25% 33% 44% 51% 13% 48% 13% Brand shop Local fashion shop Local market Online Good Efficiency Good Pricing Good Promotion Good Product variety Good Product quality
  11. 11. Popular EC site Lazada is dominantly used for the fashion item purchase Q10. Which websites have you used to buy fashion items for last 12 months most? 69% 29% 29% 24% 14% 11% 11% 10% 10% 10% 7% 6% 5% 4% 3% 3%
  12. 12. Reference: advantage at local fashion shop One of the reasons why people prefers the local shop is the pricing. You could buy either the fake one or the ones made at Vietnamese factory at much cheaper pricing Adidas Ultra boost Official shop(VN): $220 Unofficial (Local fashion shop): $66 Nike Air Presto Official websites(US): $120 Unofficial (Local fashion shop): $52.8
  13. 13. Reference: Fashion apparel chains in Vietnam 1 Name of the company Establis hed HCM store s Hanoi store s Other stores Total store s Blue exchange 2001 55 14 203 272 Ninomaxx 1998 20 5 33 58 Elise 2011 9 12 27 48 Sea Collection 2003 7 0 1 8 IVY moda 2005 5 16 21 42 NEM 2002 4 11 19 34 Ha Gattini 1999 8 0 1 9 PT2000 2000 13 3 8 24 Total 121 61 313 495 278 185 455 HCM Hanoi Other
  14. 14. Reference: Fashion apparel chains in Vietnam 2 Name of the company Establis hed HCM store s Hanoi store s Other stores Total store s Việt Thy 1995 9 1 6 16 G2000 1980 11 6 2 19 Bossini 1987 5 1 1 7 Topshop 1964 4 1 0 5 Warehouse 1976 2 0 0 2 Zara 1974 1 0 0 1 Mango 1984 7 4 0 11 Canifa 1997 8 33 56 97 Total 47 46 65 158 278 185 455 HCM Hanoi Other
  15. 15. Reference: Fashion apparel chains in Vietnam 3 Name of the company Establis hed HCM store s Hanoi store s Other stores Total store s Oasic 1991 2 1 0 3 Miss Selfridge 1966 3 0 0 3 BCBG 1989 1 1 0 2 Lyn around 2011 1 0 0 1 Umbrella 2008 4 0 0 4 Lacoste 1933 5 4 0 9 Nike 1964 19 11 7 37 Adidas 1920 18 19 11 48 Total 53 36 18 107 278 185 455 HCM Hanoi Other
  16. 16. Reference: Fashion apparel chains in Vietnam 4 Name of the company Establis hed HCM store s Hanoi store s Other stores Total stores Puma 1948 9 3 2 14 Levi's 1869 10 5 7 22 Converse 1908 18 15 31 64 Vans 1965 12 8 16 36 MIRABELLA 2014 2 0 1 3 Armani Exchange 1991 1 0 0 1 KELLY BUI 2006 3 8 2 13 FCUK 1972 2 3 0 5 Total 55 35 57 147 278 185 455 HCM Hanoi Other
  17. 17. The priority to buy their fashion items Material or price is far more important than the brand Q11. What factors are important in buying fashion items? 64% 69% 56% 28% 27% 42% 31% 14% 0% 70% 68% 57% 38% 33% 33% 26% 14% 2% Material Price Design Color Brand Country of origin Promotion Functionality Others Male Female
  18. 18. Brands recognitions – Clothes brand ZARA, Calvin Klein are best recognized (The brand recognition might have come from the brand popularity as well as fake product penetrations) Q17.Please choose the brand that you could recognize(clothes) 46% 71% 29% 29% 7% 10% 21% 18% 10% 8% 20% 16% 3% 4% 65% 59% 48% 41% 33% 31% 28% 24% 14% 13% 12% 4% 3% 1% Male Female
  19. 19. Brands recognitions – Shoes brand Nike and adidas are best recognized among all the shoes brand Q17.Please choose the brand that you could recognize(clothes) 85% 82% 54% 42% 15% 6% 2% 4% 6% 6% 7% 2% 2% 90% 87% 55% 27% 10% 9% 2% 2% 2% 2% 1% 0% 0% Male Female
  20. 20. Brands that Vietnamese want nearby (Clothes) Calvin Klein, H&M, Mango are the top 3 brands that they expect to have around their area Q17. What of the following brand do you wish to have around your residential area?(Clothes brand) 36% 24% 23% 19% 19% 14% 10% 9% 7% 6% 4% 3% 2%
  21. 21. Brands that Vietnamese want nearby (Shoes) Nike and Adidas are dominantly popular Q17. What of the following brand do you wish to have around your residential area?(Shoes brand) 68% 65% 31% 18% 8% 5% 5% 3% 2% 1% 1% 1% 1% 1%
  22. 22. Summary • With regard to the information source of fashion, friends are the best source, regardless of online (posts on Facebook etc) or offline • 52% buys fashion items (clothes, shoes) more than once / month • However, The amount spent for fashion is still limited, with 47% spending less than 500K monthly • Those who buy fashion items online are on the increase ,with Lazada being the most popular website • ""Price"" still is the most important factor, while much less people care about ""brand” • The best recognized clothes brands are Calvin Klein and shoes are Nike and Adidas
  23. 23. Q&Me – About Online Market Research Services
  24. 24. Our Solution Survey is conducted via mobile phone and the data is processed real-time Affordable Quick High quality Takes 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
  25. 25. 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. 180,000 members as of Nov, 2016 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
  26. 26. 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. 180,000 members as of Nov, 2016 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
  27. 27. 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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