The survey of 512 Vietnamese aged 18-39 found that: - Cost is the most important factor in fashion choices, followed by design and quality. - Local shops are the most popular location to buy clothes, followed by supermarkets. - 46% spend less than 300,000 VND per month on fashion, while high spenders (over 1 million VND monthly) favor brands, quality, and shopping malls. - Lazada is the most used online fashion retailer, with 63% having bought items online.

1. Q&Me is an online market research service provided by Asia Plus Inc. Asia Plus Inc.
Vietnam fashion behaviors survey

2. 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

3. 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)

4. 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)

5. 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

6. 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

7. 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

8. 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

9. 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)

10. 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

11. 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

12. 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)

13. 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

14. 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

15. 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

16. 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%

17. 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

18. Q&Me – About Online Market Research Services

19. 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

20. 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. 250,000 members as of July, 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

21. 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. 250,000 members as of July, 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

22. Contact Us
URL: http://www.qandme.net
Contact: info@qandme.net
Q&Me is operated by Asia Plus Inc.
Asia Plus Inc.
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Vietnam
Tel. +84 839 100 043