Canifa is a well-established Vietnamese clothing brand seeking to expand its market share. It currently dominates the family fashion segment in northern Vietnam but sees opportunities to grow in the south and among new target groups. The document analyzes Canifa's brand positioning and competitive environment. It identifies mature families and young mothers as primary targets and proposes a new brand idea of "Comfort in Vietnamese Ways" to highlight high-quality, locally-sourced materials and designs inspired by Vietnamese culture. This is intended to differentiate Canifa in the casual wear market and strengthen its positioning as the top choice for comfortable, Vietnamese-style family fashion.

1. GRADUATION
PRESENTATION CEREMONY
NGOC THACH – HOANG ANH – NGOC LE

2. WHERE
TO COMPETE
HACHHOANGANHNGOCLE
NGOCTHACHHOANGANHNGOCLE

3. TOTAL FASHION MARKET
68134
72587
77404
82622
2020 2021 2022 2023
Apparel Market Value from 2020 – 2023
(in billion VND)
Vietnam Apparel is highly potential with 68.134 billion VND
value and expected to record healthy growth with 8.7%
yearly, mainly due to higher living standard.
SEGMENT KEY PLAYERS
PREMIUM (25%)
MASS (75%)
While Premium segment is dominant by international brands, Mid-end
segment is scattered without any dominant player. The Vietnamese local
brands has affordable price and good quality but limited and outdated
design
Mass market is the highly potential Source of Growth for Canifa due to the biggest
market size without any dominant player
UNBRANDED LOCAL STORES & COUNTERFEITS
CHHOANGANHNGOCLE

4. FUNCTIONALITY (Comfort) IMAGERY (Design)
MASS-MARKET FASHION
UNBRANDED
LOCAL STORES
& COUNTERFEITS
Mid-end fashion market is driven by: PRICING, COMFORT AND DESIGN & IMAGERY. There is a
GAP between functionality and imagery drivers, where consumers need to stay fashionably
without sacrificing comfort
PREMIUM
>700K
MID-HIGH
500K – 700K
MID-LOW
200K – 500K
BRANDED LOCAL
CANIFACANIFACANIFACANIFACANIFA

5. BRAND CURRENT STATUS
Canifa Sales Value
North South Online
The North region contributes
the highest revenue 80%.
93
72 71 62 58 58
7
28 29 38 42 44
0%
20%
40%
60%
80%
100%
Viet Tien Blue
Exchange
NEM Elise Ninomaxx Canifa
Brand Awareness
CANIFA is top 6 in the Top-of-mind Fashion brands
among Vietnamese consumer
81
55
40
44
85
69
83
62
74
50
59
39
61
84
68
50
58
45
CANIFA BLUE EXCHANGE NINOMAXX
Brand Awareness – by Demographic
Hanoi HCM 25-39 18-24 Female Male
CANIFA is the Top-of-mind Fashion brands in the
North for family fashion segment due to the highest
brand awareness in Hanoi and among 25-39 segment
CANIFA is the Top-of-mind brand awareness among Fashion for Family
in the North region

6. CURRENT BRAND ADVANTAGE
COMFORT FASHION
CANIFA has the high-quality
wool and cashmere products
with Heat tech, which offers the
“comfortable” for the cold
weather of the North
Due to outperforming on COMFORT and FASHION STYLE attributes for the North market,
CANIFA has full potential to win on “Comfort” and “Style” attribute in the Mass-market
CANIFA has the diversified wool
& cashmere designs that
match the North consumer
styles and lifestyle, and for
whole men, women to children.

7. CURRENT BRAND POSITIONING
WHO WE CHOOSE
Vietnamese family moms
25 – 40 year old with kids
Middle class segment
WHAT THEIR NEEDS
Casual clothes for whole
family from kids, men,
women’s modern lifestyle
UNIQUELY
Comfort x Diversity
Comfort: innovative fabric
and technology
Diversity: for all ages &
gender
BY HOW
Expertise in wool and
cashmere materials
Designers with
understanding the
North styles

8. 30% VALUE SHARES FROM THE YEAR OF 7
NOW IN 209
Market Leader in Family Segment in the North
1.307 bil VNĐ (80% North, 20% South)
7% value shares
IN 2022
IN 2027
Market Leader in Family Segment in the South
2.500 bil VND
Market Leader in Family Segment Nationwide
BRAND AMBITION

9. THE STRATEGY TO WIN
CANIFA will compete mainly in the Mass-market, focusing
on COMFORT & STYLE with VALUE FOR MONEY price
FUNCTIONALITY (Comfort) IMAGERY (Design)
UNBRANDED
LOCAL STORES
& COUNTERFEITS
PREMIUM
>700K
MID-HIGH
500K – 700K
MID-LOW
200K – 500K
BRANDED LOCAL

10. LOCAL BRAND
Current consumer of the old Vietnamese brands as
Ninomaxx, Blue Exchange, PT 2000…with high-quality
products but the outdated design and imagery.
SOURCE OF GROWTH
Current customers of the small branded and unbranded
local clothing stores with diversified designs and style but
the low-quality fabric causing discomfort.
LOCAL STORES
CANIFACANIFACANIFACANIFACANIFA

11. FAMILY WITH KIDS STARTED FAMILY
CANIFACANIFACANIFACANIFACANIFA

12. Belief: Giving care by striving to find ultimate solutions
for her family.
Clothing purchase behavior:
+ Seek fine-to-good quality clothes.
+ Bundle buyers, price sensitive and in need of value-
for-money clothes.
Clothing purchase brands:
Local fashion chains and unbranded stores
Family with kids
<15 years old.
Mature Moms shoppers
MATURE FAMILY FAMILY STARTERS
Secondary targetPrimary target
Soon-to-be married
and just-married.
Mom-to-be shoppers
Belief: Looking forward to family value by striving to
build mutual connections.
Clothing purchase behavior:
+ Seek comfy yet aesthetic clothes. Smart enough
for work and neat enough for fun.
+ Light buyer, willing to pay extra when needed.
Clothing purchase brands:
Local brands speaking individual style. Sometimes
compromise comfort.
CONSUMERPORTRAITCONSUMERPORTR
27-40 years old.
Urban, Sub-urban.
Income B+,C+
24+ years old.
Urban, Sub-urban.
Income A, B+

13. Canifa’s COMFORT is well-perceived among brand users, but do consumers just choose
Canifa only thanks to its Comfort?
Any fashion brand in this world would present a particular style. Realize it or not, your
brain would make you choose the fashion style that’s relevant to you.
Deep one more layer after the Comfort attribute, when asking about style, we see
Canifa is picked thanks to its SIMPLICITY, LIVELY, VIBRANT style.
but, there’s not a consistent style in consumers’ mind when talking about Canifa
SO, WHAT STYLE SHOULD CANIFA
STAND FOR?

14. that we eat every morning to have a
flavorful and energetic kick-start for the
day.
B Á N H M Ì
that keeps us awake and get ready for
any challenges awaiting
C À P H Ê S Ữ A Đ Á
that gives us the energy and the
indispensable base for any tasty dishes
ahead
C Ơ M
As a Vietnamese, it is…
They’re no fancy, they’re no luxurious, but
they’re around us, they’re our everyday as
a Vietnamese.
We can live without them? Yes.
But it can’t last long as it creates irritations
and unfamiliarity.
We’re in comfort to have those
familiar things around.
We’re in comfort to be embraced
by Vietnamese goodness, as
those made us who we are today.
WE’RE IN COMFORT BEING
A VIETNAMESE.

15. In Canifa, we’re offering you the COMFORT FROM VIETNAMESE GOODNESS,
thanks to…
VIETNAMESE HIGH-QUALITY NATURAL MATERIALS
THAT GIVE YOU A GREAT PHYSICAL COMFORT
EUCALYPTUS
FABRIC
LOTUS
FABRIC
BAMBOO
FABRIC
COFFEE
GROUND
FABRIC

16. In Canifa, we’re offering you the COMFORT FROM VIETNAMESE GOODNESS,
thanks to…
THE DESIGNS THAT ARE INSPIRED FROM VIETNAMESE GOODNESS THAT
GIVE YOU THE COMFORT OF SHOWING YOURSELF AS A VIETNAMESE
Disclaimer: for illustration purpose only, we’re not proposing to use Ao Dai or occasional fashion.
INSPIRATION
OF LOTUS
INSPIRATION
OF HOA DAO
INSPIRATION
OF HOA MAI

17. POSITIONING STATEMENT
TO
• mature family moms, 27-40 yo, with kids 15yo
• family starters moms, 24yo
CANIFA IS the top-of-mind casual wear
choice of fashion for her family and herself
THAT ARE specialized to bring comfort +
Vietnamese lifestyle
BECAUSE our fashion is
• made from high-quality Vietnam-originated
natural materials
• designed with inspiration from Vietnam
goodness.
NGOCTHACHHOANGANHNGOCLE
CANIFA CANIFA CANIFA CANIFA
COMFORT
VIETNAMESE
LIFESTYLE
+

18. BRAND IDEA
As a Vietnamese, I feel comfortable
with familiar Vietnamese things
around me.
NGOCTHACHHOANGANHNGOCLE
CATEGORY TRUTH
CONSUMER TRUTH BRAND TRUTH
CANIFA is specialized to bring
comfort made from Vietnamese
high-quality natural materials and
designed for Vietnamese people.
COMFORT IN
VIETNAMESE WAYS
Clothing, especially casual wear defines
who we are as individuals in everyday life.
CHUẨN THOẢI MÁI VIỆT

19. 1. ROOT STRENGTH
2. COMPETITIVE
ENVIRONMENT
3. TARGET
4. INSIGHT
Well-established local brand with 20 years of history
and hi-quality product with reliable certificate such
as OEKOTEX. Mass production capacity.
Primary:
Mature Family & Mature Mom Shoppers
27-40 years old.
Income B+,C+. Urban, Sub-urban.
Secondary:
Family Starter & Young Mom-to-be
25+ years old.
Income A,B+. Urban, Sub-urban
Primary:
Local casual wear retailers &
unbranded stores + counterfeit.
Secondary:
Local branded casual wear stores
• Comfort materials made from
Vietnam’s signature ingredients.
• Well-studied design crafted for families
from everywhere of Vietnam, with
inspiration from Vietnam’s goodness.
Comfort in Vietnamese ways made
from Vietnam’s signature ingredients
and designed with Vietnam’s
inspiration.
COMFORT IN
VIETNAMESE
WAYS
Family love
Family caring
Innovative
Happy
Functional
Provide affordable comfort casual
wear without compromising
Vietnam style
Emotional
The fulfilled comfort to be the true you
I want to feel comfort in my everyday
wear, and that wear should be
relevant with my lifestyle.

20. THANK YOU!
NGOC THACH HOANG ANH NGOC LE
CANIFACANIFACANIFACANIFACANIFA