- The Vietnamese fashion market is dominated by independent stores, with the middle market segment being the largest. Canifa currently has a 2% share of the market. - Millennials, who make up 35% of the population, are a potential target segment as they are increasing their spending on fashion. The core target is millennial women. - Canifa excels in kidswear but needs to expand into womenswear to further grow. Positioning itself as a leader in the middle market segment and targeting conversions from independent stores could help increase market share.