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Survey about Vietnam Domestic fashion brand popularity

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Many foreign fashion brand comes in to Vietnam recently but Vietnam has had a number of domestic apparel chains. We made research to understand its recognition and image differences

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Survey about Vietnam Domestic fashion brand popularity

  1. 1. Domestic Vietnam brand popularity Asia Plus Inc.
  2. 2. 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
  3. 3. 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 VND Total 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
  4. 4. 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 females How much do you pay attention to fashion brand? N=323
  5. 5. 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 positive How do you feel about the local Vietnamese fashion brand? – Quality, Design, Pricing, Material N=323
  6. 6. Overview of Domestic Fashion Brands by Physical Store amounts Brand Name Establis hed 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
  7. 7. 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%
  8. 8. Please choose the brands that you could recognize N=323 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
  9. 9. Please choose the brands that you could recognize N=323 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
  10. 10. 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 Proud to haveGood pricing For youth For adult IVY Moda Average IVY moda 0% 5% 10% 15% 20% 25% 30% 35% Trendy Good quality Luxury Proud to haveGood pricing For youth For adult Elise Average Elise 0% 10% 20% 30% 40% Trendy Good quality Luxury Proud to haveGood pricing For youth For adult NEM Average NEM
  11. 11. 0% 5% 10% 15% 20% 25% Trendy Good quality Luxury Proud to haveGood pricing For youth For adult Ninomaxx Average Ninomaxx 0% 5% 10% 15% 20% 25% 30% 35% Trendy Good quality Luxury Proud to haveGood pricing For youth For adult Blue Exchange Average Blue Exchange 0% 5% 10% 15% 20% 25% Trendy Good quality Luxury Proud to haveGood pricing For youth For adult YaMe shop Average YaMe shop 0% 10% 20% 30% 40% 50% 60% Trendy Good quality Luxury Proud to haveGood pricing For youth For adult Viet Tien Average Việt Tiến Major brand image comparison (2/2)
  12. 12. 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%
  13. 13. 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%
  14. 14. Respondent profile (N=323) Male, 47% Female, 53% 18-24, 47% 25-39, 53% AgeGender HCM, 30% Hanoi, 26% Other, 44% City
  15. 15. Q&Me – About Online Market Research Services
  16. 16. 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
  17. 17. 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. 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
  18. 18. 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. 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
  19. 19. Contact Us URL: http://www.qandme.net Contact: info@qandme.net 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

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