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Survey about Vietnamese behaviors about fashion

The Vietnam Fashion Behaviors Survey conducted by Asia Plus Inc. reveals that Vietnamese consumers, particularly females and those with higher household incomes, display a strong interest in fashion. The survey indicates local shops and supermarkets are primary shopping locations, with a significant proportion of participants preferring to buy clothes online for variety and convenience. Key factors influencing purchase decisions include cost, design, and quality, with the average monthly spending on fashion being notably higher among high spenders.

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Q&Me is an online market research service provided by Asia Plus Inc. Asia Plus Inc. Vietnam fashion behaviors survey
Overview Vietnamese spend more on the fashions as their income increases. This survey was conducted to understand their behaviors in fashions into deep. The survey was conducted to 512 Vietnam male and female 18-39 year olds
Interests in fashion Fashion Health Food Travel Entertainmen t (movie, music, book etc) Living Electronic Motorbike / Car Sport Cosmetics Total 34% 59% 40% 35% 30% 24% 21% 17% 16% 12% Male 21% 51% 25% 35% 35% 25% 37% 31% 27% 3% Female 47% 67% 55% 35% 24% 22% 6% 4% 5% 22% Under 25 37% 51% 36% 34% 38% 24% 19% 16% 16% 14% 25 & above 32% 65% 43% 36% 24% 24% 23% 18% 16% 11% Under 9M HHI 29% 54% 39% 33% 34% 25% 23% 16% 19% 12% Over 9M HHI 42% 65% 41% 39% 24% 22% 19% 19% 13% 13% Interests in fashions are high among female and those who has 9M HHI (household income) and above Q. Please choose 3 items that you are interested in? (N-512)
Locations to buy Local shop Supermarket Shopping mall Brand shop Facebook shops EC Department store From friends / relatives Others I do not buy clothes myself Total 48% 31% 28% 24% 21% 19% 15% 11% 6% 6% Male 42% 29% 28% 22% 16% 14% 16% 8% 7% 8% Female 55% 33% 27% 26% 27% 23% 15% 14% 5% 4% Under 25 52% 26% 23% 18% 24% 17% 11% 8% 9% 8% 25 & above 46% 35% 31% 29% 19% 20% 18% 13% 4% 4% Under 9M HHI 51% 22% 21% 17% 20% 14% 10% 11% 10% 6% Over 9M HHI 45% 43% 36% 33% 23% 26% 22% 11% 1% 5% HHI 9M VND and above 14% 12% 22% 17% 18% 30% 26% 5% 31% 1% Local shops are dominating and supermarket follows in general. Those who have higher income tends to buy at multiple locations Q. Where do you buy your clothes at? (N-512)
Amount spent Less than 100,000 VND 100,001 - 300,000 VND 300,001 - 500,000 VND 500,001 - 750,000 VND 750,001 - 1,000,000 VND 1,000,001 - 2,000,000 VND 2,000,001 - 3,000,000 VND More than 3,000,000 VND Total 12% 32% 23% 14% 11% 6% 2% % Male 14% 27% 26% 12% 11% 7% 2% % Female 10% 36% 21% 15% 11% 5% 1% % Under 25 19% 41% 22% 6% 7% 4% 0% % 25 & above 7% 25% 24% 19% 13% 7% 3% % Under 9M HHI 18% 40% 22% 9% 7% 3% 1% 0% Over 9M HHI 5% 21% 25% 20% 16% 10% 2% 1% 46% spends less than 300K VND per month or lower. Higher household income people spend more on fashion Q. How much do you spend for your clothes monthly? (N=483), those who buy clothes for themselves only
Favorite fashion brand Q. What are the fashion brands that you like? (Free answers) No.1 No.2 No.3 No.4 No.5 No.6 No.7 No.8 No.9 No.10
Important factors in fashion (By Rank) Cost Design Quality Brand Material Color Country of origin Shop to buy Total 5.6 5.3 5.1 4.8 4.8 4.2 3.8 2.5 Male 5.3 5.2 5.2 5.1 4.6 4.1 3.8 2.7 Female 5.9 5.4 5.0 4.4 4.9 4.3 3.7 2.4 Under 25 5.7 5.2 5.4 4.6 4.7 4.0 3.8 2.6 25 & above 5.6 5.4 4.9 4.9 4.8 4.4 3.7 2.5 Under 9M HHI 5.5 5.3 5.0 4.6 4.8 4.2 3.9 2.7 Over 9M HHI 5.7 5.4 5.2 4.9 4.6 4.3 3.5 2.3 2.0 2.5 3.0 3.5 4.0 4.5 5.0 5.5 6.0 6.5 Cost comes as the most important factor, followed by design and quality Q. Please rank based on the importance in choosing fashion. (N=512) * The respondents were required to put the importance in ranking. We put the scores according to them (1st=8 pts, 2nd=7 pts). The chart shows the average of the score
Opinions about clothes purchasing – Likes shopping? Female and wealthy group have higher ratio of those who like shopping clothes Q. Please choose what is applicable to you about fashion shopping (N=512) Total Male Female Under 25 25 & above Under 9M HHI Over 9M HHI Strongly agree 22% 15% 30% 22% 23% 21% 25% Agree 21% 18% 23% 20% 21% 18% 23% Average 47% 53% 42% 50% 46% 50% 44% Disagree a little 2% 3% 2% 1% 3% 2% 3% Disagree 7% 11% 4% 6% 8% 9% 6% I like shopping clothes
Opinions about clothes purchasing – Cost / brand Cost factor is considered to be important Q. Please choose what is applicable to you about fashion shopping (N=512) Total Male Female Strongly agree 15% 14% 15% Agree 29% 23% 36% Average 44% 47% 40% Disagree a little 6% 7% 5% Disagree 6% 8% 5% Cost performance is the most important Total Male Female Strongly agree 10% 10% 10% Agree 21% 19% 22% Average 37% 32% 43% Disagree a little 17% 19% 15% Disagree 15% 20% 9% Brand is not important (especially as many fake products in Vietnam)
Opinions about clothes purchasing – Quality / brand Those who would pay extra for quality is higher than that of brand Q. Please choose what is applicable to you about fashion shopping (N=512) Total Male Female Strongly agree 19% 20% 18% Agree 32% 30% 34% Average 32% 31% 33% Disagree a little 10% 11% 9% Disagree 7% 9% 5% I pay extra for the high quality products Total Male Female Strongly agree 19% 21% 16% Agree 29% 26% 31% Average 38% 35% 42% Disagree a little 8% 9% 7% Disagree 6% 8% 5% I pay extra for branded products
Experiences in buying / selling fashion items online 63% have bought the fashion items online, while selling items are limited to 14% 63% 62% 64% 59% 66% 57% 70% 37% 38% 36% 41% 34% 43% 30% Total Male Female Under 25 25 & above Under 9M HHI Over 9M HHI Buying fashion items Yes No Q. Have you bought fashion items online / Have you sold clothes online before? (N-512) 14% 12% 16% 16% 13% 13% 15% 86% 88% 84% 84% 87% 87% 85% Total2 Male Female Under 25 25 & above Under 9M HHI Over 9M HHI Selling fashion items Yes No
Reason for using online for fashion items Variety of products Time saving Cost Promotion / Discount Many design / color option Trusted brand (no fake) Quality Variety of sizes Many reference by the models Others Total 61% 58% 47% 44% 33% 24% 20% 12% 4% 4% Male 62% 54% 48% 40% 26% 23% 18% 10% 4% 4% Female 60% 61% 45% 48% 39% 25% 22% 14% 4% 4% Under 25 62% 51% 52% 40% 29% 29% 21% 14% 6% 4% 25 & above 60% 63% 43% 47% 35% 21% 19% 11% 3% 4% Under 9M HHI 60% 54% 47% 42% 32% 28% 22% 11% 5% 5% Over 9M HHI 62% 62% 46% 47% 34% 20% 18% 13% 3% 3% Product variety is the main reason of using online services for fashion Q. What are the reasons that you use online shops to buy clothes? (N=512)
Top Popular online channel for fashion items Q. What stores have you used before? / What store do you use the most? (N= 210) (Free answers) 50% 18% 9% 8% 5% 5% 3% 2% 2% 2% 2% 2% 2% 21% 4% 3% 2% 2% 2% 1% 0% 1% 0% 0% 1% 1% All Most Lazada is the ones that are used nearly half of online fashion shoppers
Average Vietnamese behaviors in fashion Yes, 63% No, 37% Online shopping experiences 48% 31% 28% 24% Location to buy 23% 20% 16% 11% Cost Quality Design Country of origin Important items Favorite brand
High spender behaviors in fashion
 (those who spends 1M VND and above monthly) Yes, 85% No, 15% Online shopping experiences 59% 44% 37% 35% Location to buy 33% 26% 15% 15% Brand Quality Design Cost Important items Favorite brand
Summary – Comparison of normal users and high spender Average High fashion spenders (over 1M monthly spending on fashion) Average spending 470,000 VND 1,807,000 VND % of users 100% Top 7% Location to buy Local shop, supermarket, shopping mall Shopping mall, department store, brand shop Important factors in fashion Cost > Quality > Design Brand > Quality > Design Favorite brand Adidas, Nike, ZARA, Mango Gucci, ZARA, Adidas, VERSACE Online shopping experiences 63% 85%
Respondent Profile (N=512) Female 50% Male 50% Gender 18-22 33% 23-29 34% 30-39 33% Age Group 20% 38% 22% 12% 9% Under 4,000,000 VND 4,000,000 - 9,000,000 VND 9,000,001 - 14,000,000 VND 14,000,001 - 20,000,000 VND Above 20,000,000 VND Household Income
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