Vietnam's apparel market is forecasted to grow annually at 8.7% through 2023. Canifa is currently a top Vietnamese fashion brand, generating over 1 billion VND in revenue annually, but faces threats from international brands entering the mass market segment. To achieve its goals of doubling revenue and gaining 30% market share by 2022, Canifa must find ways to penetrate the growing middle class market and recruit new users while maintaining current customers.

2. grow annually by 8.7% (CAGR 2020-2023)
APPARELS CATEGORY OVERVIEW
Vietnam Domestic Market of Apparels is highly potential when people
spend significantly for clothing, the forecasted category value for 2022 is
is 3,13 Billion USD with the yearly Value Growth of 8,7%
MARKET SNAPSHOT
YEAR
2019
REVENUE (Bill VND)
(CAGR)
MARKET VALUE SHARE
MARKET VOLUME
SHARE
1.307
(-8.7%)
2.38% 2.9%
CANIFA 2019 PERFORMANCE
in THE FUTURE, WE WANT to reach
Canifa has to double the revenue & maintain the average
growth of 24% in 3 year
To achieve this target with a relatively low current
consumer pool, we need to find a potential source of
growth to expand canifa’s base users
2500 BILLION VND
revenue in 2022
30% MARKET SHARE
Of ready to wear fashion for family fashion
market after 5-7 years

3. VIETNAM APPaRELS SEGEMENTS
HAUTE COUTRE
& LUXURY
KEY PLAYERS KEY TAKE-AWAYS
The international fast-fashion brands are
dominant in Premium Category, where competing
on imagery, under the attributes of “fashionable”
& “trendy”.
We also observe the transform of several
Vietnamese brands to meets the new needs of
consumer in design.
In this segments, with appears of unbranded
goods, low price, low quality with diversified
styles
(This segment intentionally left blank as not
relating to current Canifa's Segments)
CANIFA IS ON THE MASS SEGMENT, THE CURRENT BIGGEST SEGMENT
MASS
PREMIUM
UN-ORGANIZED
The old Vietnamese brands with affordable prices,
quality but limited in design
The local brands with new designs but low quality
(Imported Unbranded Brand)
APPAREL CATEGORIES
UN-ORGANIZED (20%)
MASS (40%)
PREMIUM
MARKET
(37%)
LUXURY
(2%)
HAUTE COUTRE
(2%)
LUXURY & PREMIUM INTERNATIONAL/LOCAL BRANDS
FASHION STORES, E-COMM
INTERNATIONAL/VIETNAMESE FASHION
BRANDS
FASHION CHAINS, LOCAL FASHION
STORES, FLAGSHIP STORES & E-COMM
SUPER LUXURY INTERNATIONAL BRANDS
FLAGSHIP STORES & E-COMMERCE
LOCAL FASHION BRANDS
FASHION CHAINS, LOCAL FASHION
STORES & E-COMM
UNBRANDED/COUNTERFEIT PRODUCTS
LOCAL MARKET, WET MARKET & E-COMM

4. The Middle - Class Population &
Consumption Value Forecast 2030
Source: Nielsen Database
It’s forecasted that the Total consumption value of
Vietnam Middle Class will reach $940 bil USD in
2030
Vietnam is the country having highest growth rate of Middle Income
population in ASEAN around 10,1%
MIDDLE-middleCLASS IN VIETNAM
Clothing is on top 2 categories that Middle Class are willing to paid
The mass segment is expending by the rising middle segment with new life-style, when spending more for
appearence, especially on clothing.
Product categories for which middle-class consumers are willing to pay
in Vietnam in 2018

5. International brands with the comparative price at
entrance premium will be the threats to current
Canifa mass segments, by recruiting the Middle-
Class who are willing to spending more on clothing
to upgrade to entrance-premium.
The size of mass market will expand with the rising
number in Middle-Class segments, who are
spending more for clothing, with new demands on
fashion from design, material, quality, origin;
seeking for imagery by investing on their
appearance & also their family look
Key take-away #01 Key take-away #02
We notice the potental of rising middle-class, however, we
also see a threat from international brandsOUR TAKE-AWAY

6. CANIFA ANALYSIS
TOP 3 in Top-of-mind Vietnamese Fashion brands
among Vietnamese consumer in 2019
National wide distribution, Top 6 in store number
in Vietnam (123 store, 2019), dominant in North
Value of Canifa in
2018 is 1,432
billion VND, take
2,4%total
value of apparels
category in
Vietnam
Current status
Source
Q&Me
Statista 2019
Additional Information
Vietnam, September, 717 resonders 18-49 Years, among consumer , online survey
Source
Q&Me
Statista 2019
Number of stores

7. 0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
2016 2017 2018 2019
Sales of Canifa: Value 2016-2019
Noth South E-commerce Total
Thousand VND
51% volume in 2019 goes to Kids (41% total value), we can
see that the current source of business is from Family
Clothing, Canifa has very strong brand credentials towards
moms (family care-giver) consumers
Men
22%
Women
23%
Kids
51%
Others
4%
Volume 2019 of Men, Women & Kids
Men Women Kids Others
The value of Canifa in Northern market is about 80% total value.
Canifa gains huge credential in winter (wool) clothing in
Northern areas, with condense distribution chain across Hanoi
& North urban areas.
CANIFA ANALYSIS

8. BRAND ASSOCIATION
MAPPING
Diversity age
Good quality
Clothing for
family
Vietnam High-
quality Brand
Affordable
price
Kid-
clothing
Materials
Color preference
Good fabric
Red
Price
Acceptance Wool Sweater
Simplicity
Limitation in
design
TOM
NORTHERNSOUTHERN
The current perceived value of
Canifa is “HIGH-QUALITY” , a
kid-driven fashion brand with
affordable price.
There is a huge different in
perception between Northern
and Southern Areas, while
“wool sweater” is the key
products in winter season of
Northern Area, the southern is
lacking of Canifa foot-print in
consumer mind.
CANIFA ANALYSIS

9. To-win-STRATEGIES
There are the changes in economics status, witness the
climbing of Middle Class in Vietnam, who are our target. In
order not to loose the chance to International Brands,
CANIFA should continue to defense on current mass
segment to maintain & create loyalty
DEFENSE CURRENT MASS segment
Currently perceived as a “Vietnamese High-Quality
Brand”, however, the mass segment becomes more
demanding with new value, the equity of “quality”
owned by CANIFA become “shaking” when it’s less
attractive vs competitors
STRENTHEN CANIFA BRAND EQUITY

10. Young MOM &
FAMILY
Young mom
22+ yrs old, Urban & Sub-urban
Income B, C+
Young mother who always take cares about
her family, and who makes the main decision
Wisely spending - seeking for good quality
family fashion
Look for a branded clothing products for
everyday use for herself, her children & the
whole family
Target defined

11. BUSINESS AMBITIOUS
Total value after 3 years
2,500 bil VND
30%Value share of RTW Fashion for
Family after 7 years
J2BD
ACHIEVE THE BUSINESS AMBITION
BY PENETRATE MORE IN THE MIDDLE MARKET SEGMENT
THROUGH CONVERTING CURRENT COMPETITOR USERS
& RECRUITING THE SEGMENT’S NEW USERS

12. The challenge
We need a belief which gives us our
right-to-win in current segment, which
defense us towards international
brands & strenthen our equity
The “shaking” equity of “QUALITY”, when the current Canifa values of
“quality” is not superior vs International brands, how we defense them
from upgrading to entrence premium

13. FASHION
CATEGORY
UNDERSTANDING

14. Buy so you could “BE”Buy so you could “WEAR”
There is the gap between two poles of dimension, the practicality
(who appreciate quality) and passion (who love design)
SYMBOLIC VALUE
How do people think about my look?
EXPERIMENTAL VALUE
What is the story I can tell & be a part?
THE PRICE OPTIONS FUNCTIONAL VALUE
What do I have in my budgets? What I need apparels for?
Practicality Passion

15. PREMIUM
SEGMENT
Practicality Passion
Practicality Passion
How Canifa can fill the gap between PRACTICAL & PASSION, in the market
where people appreciate APPEARANCE but still require durable QUALITY
The
competitors
mapping
PriceRange
Current Canifa under
the threat from Uniqlo
MASS
SEGMENT

16. PREMIUM
SEGMENT
Practicality Passion
Practicality Passion
How Canifa can fill the gap between PRACTICAL & PASSION, in the market
where people appreciate APPEARANCE but still require durable QUALITY
PriceRange
MASS
SEGMENT
The Zone where
Uniqlo can do the best
The
competitors
mapping
Premium players who
are immature in
Vietnam market
Our key competitors
are Vietnamese local/
pop-up stores with
unbranded goods, up-
to-date design, low
quality
Our
potential
Zone

17. Build on the root of “high-quality”, how we can build on the idea of making a
brand of practicality as Uniqlo but generate passion as H&M in MASS SEGMENT
As a apparels brand As a fashion brand
Canifa gains the practicality satisfaction
to learn the Uniqlo mindset by providing
fine product infrastructure
We learn from H&M mindset to build our
lifestyle & compete by our high-quality
Tap into Mass Segment, we want to offer a new fashion lifestyle to
compete with these competitors by our high-quality

18. HOW INTERNATIONAL BRANDS
BUILD THEIR LIFESTYLE?

19. HIGH FASHION
TRENDY
KIDS
GOOD EXPERIENCE
COOL
BASIC
HIGH QUALITY
UV PROTECTION
HEATTECH
SIMPLE
EFFORTLESS
JAPAN
KIDS
TECHNOLOGY
TEENAGER
YOUNG FASHION
AFFORDABLE PRICE
FASHIONABLE
UPDATE FASHION
MINIMALISM
FAST
SAVING TIME
SOTIPHICATED
FUN
COOL
MOVIE
AFFORDABLE PRICE
DYNAMIC
COMFORTABLE
LOW QUALITY
TRUST
COOL
MIX
COLOR
TREND
FRIENDLY
MILLENIAL
AFFORDABLE PRICE
TREND
FOLLOWER
EVERYDAY
WORD CLOUDS THROUGH THEIR COMMUNICATIONS SPACE

20. PriceRange
Fashionable TrendySimplicity
THE DIVERSE IN FASHION LIFESTYLE
?How to create our
own lifestyle with
our offer?
DIFFERENT LIFESTYLES TOWARD “FASHION”
Casual Fashion

21. The lens on Family
Fashion

22. LOOK BACK ON
OUR TARGET
WE talk to Middle Class, a new
Generation of Moms, who are yong,
updated with urban life but still
family-oriented

23. We talk with the generation
grew up by “dressing
with durability”
But they are living now for
“dressing well”
Middle class is the group who observe the transformation period

24. The Tension
Simplicity
FashionableComfort
Trendy
Quality Imagery

25. Simplicity is not appreciated
when they prefer having “good
appearance”, but buy in the
“durability” of high-quality
products
“Fashion” means “looks good”, not
“high-fashion” or “trendy”. We call it a
“fashionable but humble” when they
don’t want be unique/attractive, it
should be good & blended in the
crowd
The mindset of them about fashion

26. HOW it makes impact
on family fashion

27. For years, it has
created the GROOVE
in daily wearing of
typical Family FASHION in
Vietnam

28. Generate THE repetitivelives and
routine styles
When they repeat the “durability”
The “legend” combo of PoLO &
skinny jeans
STRIPE T-SHIRT vs jean
SHORTS

29. Mom are still seeking for
high quality family fashion,
but NO MORE boredom, they
want to look good
Under the wave of “appearance
appreciation”, the transfomed
generation shifts their mind
“From looking good in the personal
image, they also want their family
look good too”

30. CANIFA current coms platform REVIEW
As a brand stands for
DYNAMIC
LIFESTYLE
CANIFA brings the
Dynamics style by
comfort & simplicity of
high-quality products

31. CURRENT DYNAMIC
LIFESTYLE
NEW DYNAMIC
LIFESTYLE
Comfort
Simplicity
High-Quality
Comfort
Vigor Design
High-Quality
To bring a new dynamic lifestyle,
We delete the simplicity, fortify “Comfort” & “high-quality”

32. The Vibrance from vigor
design meets comfortable
material of high-quality
product
We bring
the “VIGOR”

33. Aspired by modern Vietnamese Families who desire to add
vigor to their repetitive lives and routine styles, we
EMBRACE FAMILY
EVERYDAY dynamism

34. THE PROPOSITION
The Everyday Vibrant & Comfortable fashion for dynamic lifestyle
CORE VALUE
REASON-TO-BELIEVE
COMFORT VIBRANT
SPIRIT
The material &
design are
comfortable
THE BRAND IDEA
EMBRACE FAMILY EVERYDAY DYNAMISM
HIGH-QUALITY
The products meet
world class
standard
EVERYDAY
WEAR
Value for money
option for everyday
family wear
Vigor design
for whole
family

35. BrandKey
1. Root Strengths 2. Competitive
Environment
3. Target 4. Insight
5. Benefits
6. Values
& Personality
8. Discriminator 7. RTB
9. Essence
Young mom
25+ yrs old, Urban & Sub-
urban
Income B, C+
Wisely spending - Look for
a branded clothing products
for everyday use for herself,
her children & the whole
family
Embrace
Family
Everyday
Dynamism
The history of
decades when
business stared in
COTTON MILLS, with
credential in Vietnam
FIBRE QUALITY
Local & Vietnamese
pop-up stores/ brands
with unbranded goods,
up-to-date design, low
quality
“From looking good in the personal image, they also
want their family look good too” Mom are seeking
for high quality family fashion without the boredom
The Everyday Vibrant &
Comfortable fashion for
dynamic lifestyle
High-quality fashion
The design & material is
comfortable
Value for money option for
everyday family wear
Vigor design for whole
family
COMFORT
VIBRANT LIFESTYLE
EVERYDAY WEAR