The document summarizes information about the office menswear category and brand Viettien in Vietnam. It notes that the category is growing healthily and that Viettien is currently the market leader. However, Viettien's target users are aging and the brand is seen as old, so there is an opportunity to position it as younger and fresher for men aged 22-35 who are focused on career success. The document outlines Viettien's brand essence, a positioning statement, and differentiation from competitors in targeting this younger demographic.

1. Q U A N G M I N H – B A O M I N H – A I T R A N G – M I N H T R A N G – Y E N A N H

2. D E B R I E F
C A T E G O R Y O V E R V I E W
The category of office menswear in Vietnam is observing a healthy growth. (In
2015, men’s suits experienced a healthy value growth rate of 10%; Men’s shirt
also witnessed the strongest value growth rate in menswear category - 13%)
Source: Passport – Menswear in Vietnam, Feb 2016
C A T E G O R Y D R I V E R
Key driver: Price
Other drivers: Product, Brand
B R A N D O V E R V I E W
Viettien is the market leader not only in the men office wear but also
menswear category in Vietnam
B R A N D A M B I T I O N
Viettien wantto have 30% share in male office wear category in Vietnam
B R A N D I S S U E
• Viettien’s users are gettingolder andno longer wear office clothes as a
must while preferring wearingcasual daily
• To youngpeople, Viettien is perceived as a bit “old” with its stifflook and
feel
A P P R O A C H I N G
To make Viettien a fresher andyounger brandfor the right groupof potential
users
Age
Pierre Cardin
LV, Valentino Creations
CK
Owen
John Henry
An Phuoc
Chinese, counterfeit
Armani
Price
Viettien

3. K E Y P L A Y E R S
High quality with medium price.
‘Thành công từ đườngkim mũi chỉ’
High quality, high price.
Classic and detail oriented in
every product.
Fashion, style, young.
Fashion for everyone. Owen offers colors
and styles according to their own
preferences – Make their own style.
American classic.
Fashion, style for both office and
street style. Combine between
European style and Asian fashion.

4. CONSUMER OVERVIEW
To middle-aged men, besides businessmen or politicians, most
consumers just tend to wear casual clothes on special
occasions and do not care much about their appearance.
To young men, the awareness of a good personal
appearance was gradually increasing because they believe it
affects their status in society and careers
OPPORTUNITY
Making Viettien a younger brand for young men aging 22-35
(first-jobbers and white-collars)
The 20-35 is the largest
group of age in male
population
Source: Passport – Menswear in Vietnam, Feb 2016

5. TARGET
Aging 22-35
Living in cities
Success-oriented, achievers - Their ultimate concern at
this stage of life is career success
Educated, ambitious but humble

6. I N S I G H T
CATEGORY TRUTH
Office wear is linked to formal work occasions.
The moment the man buttons the wrist, straight up
the collar is when he feels man up and more
confident.
BRAND TRUTH
Viettien is considered as the Vietnamese’s
standardized choice in office wear category –
formal and manly.
CONSUMER TRUTH
Men aging 22 to 35 are at the stage of
starting to building a stable career. He
ultimately seeks for success and needs
things that boost his image up to be
confident for the quest.
I believe that good appreance affects
my carreer. I need a formal wear that
boost my image up to be confident

7. BRAND
POSITIONING
COMPETITION
PRODUCT
TRUTH
CONSUMER
PRODUCT TRUTH
COMPETITION
CONSUMER
INSIGHT
Formal & elegant design, often be used in office and linked
with career life of men
Competing in office clothes, especially office clothes for
men sub-category
Aging 22-35
Living in cities
Success-oriented, achievers - Their ultimate concern at this
stage of life is career success
Educated, ambitious but humble
I believe that good appreance affects my carreer. I need a
formal wear that boost my image up to be confident
INSIGHT

8. B R A N D
E S S E N C E
FUNCTIONAL
BENEFIT
EMOTIONAL
BENEFIT
VALUES
PERSONALITIES
FOSTER THE OPTIMISM
for success
Formal & elegant
design, make men
change into a
professional & gentle
image
Confident to complete
job in the best way, Feel-
like-success, more
professional & high status
Successful, Office Life,
Confident, Formal
DIFFERENTIATE
Studied the physical parameters of
Vietnamese men to get the general
specifications when deploying
industrial production, perfect fit for
Vietnamese men

9. P O S I T I O N I N G S T A T E M E N T
To young Vietnamese men achievers, Viettien office wear
FOSTERS THE OPTIMISM for success through providing
wearing solution which is formal & elegant, make men
feel more confident and change into a professional &
gentle image, at affordable price, with wide range of
choices perfect fit for Vietnamese men size

10. TO WHOM WHAT NEED
DIFFERENTIATED BY RTB
Aging 22-35
Living in cities
Success-oriented, achievers - Their
ultimate concern at this stage of
life is career success
Educated, ambitious but humble
Functional: Formal & elegant
design, make men change into a
professional & gentle image.
Emotional: Confident to complete
job in the best way, Feel-like-
success, more professional & high
status
Heritage brand
High quality and nationally
recognized
Studied the physical parameters
of Vietnamese men to get the
general specifications when
deploying industrial production,
perfect fit for Vietnamese men

11. T H A N K Y O U !