Survey about Vietnamese fashion interests

Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
 Purpose

Vietnamese youth increases its

spending in how they look like.

This survey will clarify what is the

behaviors and priorities in purchase
fashion-related items (clothes, shoes)
among Vietnamese
Profile
• Conducted on February 17th , 2017 – February 20th , 2017
• Method: Online survey
• Number of respondents: N=240
Gender Age

30-39,
22%

Female, 18-24,
47% Male, 46%
53%

25-29,
32%
 Interests in fashion

Female 15% 61% 22% 2%

1%

Male 18% 46% 29% 6%2%

Very interested Interested Average Not interested very much Least interested

The interests of fashion are relatively high among both genders.

Especially, 76% female are interested in Fashion.
Q. How much are you interested in fashion?
 Information source

Faceboo
(by
k(celebrit
Faceboo looking at Internet(b TV Newspap
Internet( y/ Internet Store- Shop
k(friends Friends people) rand program / er / Family Others
EC page) fashion- (Others) front staff
page) on the page) TVCF Magazine
related
street
pages)
Male 35% 42% 37% 27% 32% 33% 33% 26% 31% 22% 16% 21% 2%
Female 46% 36% 41% 39% 31% 28% 27% 33% 26% 21% 25% 11% 1%
All 41% 39% 39% 33% 32% 31% 30% 30% 29% 22% 21% 16% 2%

Information from friends are the most, regardless of online or offline

Q. What are the media you use to get the fashion information?
 Purchase frequency
26%
Male
21% 22% Female
20% 21%
19% 20%
18% 18% All
17% 18%
16%
14%
13%

10%

6%
5% 5% 5% 5%
3%

I rarely buy once in several once in 2-3 once a month 2-3 times a month once a week More than once /
fashion items months months week

52% purchases fashion items once / month or more

Q. How much do you spend on fashion items per month?
 Monthly purchase amount

25% Male
23%
22% Female
21%
19%
18%
18%
All
17% 17%
16%
14% 14%
12% 12% 12%
11%
10%
8%

4%
2% 3%
2%
1% 1%

Up to 100,000 100,001 VND - 300,001 VND - 500,001 VND - 700,001 VND - 1,000,001 VND 2,000,001 VND 3,000,001 VND
VND 300,000 VND 500,000 VND 700,000 VND 1,000,000 VND - 2,000,000 - 3,000,000 and more
VND VND

47% spends less than 500K VND monthly

Q. How often do you buy fashion items?
 Budget for the items

T-shirt Shirt (long sleeve) Shoes Skirt Jeans

280,000 VND 350,000 VND 550,000 VND 380,000 VND 480,000 VND

The budget that they have in mind gives the limited options
for what they would purchase
Q. How much are you willing to pay for XXX for a good quality?
 Location to buy fashion items - Clothes
Clothes Shoes
54%
50%

35%
31%
26%
23% 22%
25%
22% 22%
14% 12% 20% 18%
10%
13% 13%
2%
7%
1% 1%

Local fashion stores are still dominant followed by shopping malls or chains
Q. Where do you purchase your clothes most? /Q. Where do you purchase your shoes most?
 Associated keywords
60%

51%
48%
46%
44%
41%
35%
33% 32% 33%
30% 30%
25% 26%
21% 20% 20%
13% 13%
10%

Brand shop Local fashion shop Local market Online

Good Efficiency Good Pricing Good Promotion Good Product variety Good Product quality

Local shops are strongly associated with good pricing images

Q. What is the images of the following in buying fashion items?
 Popular EC site

69%

29% 29%
24%

14%
11% 11% 10% 10% 10%
7% 6% 5% 4% 3% 3%

Lazada is dominantly used for the fashion item purchase

Q10. Which websites have you used to buy fashion items for last 12 months most?
Reference: advantage at local fashion shop
One of the reasons why people prefers the local shop is the pricing. You
could buy either the fake one or the ones made at Vietnamese factory
at much cheaper pricing

Nike Air Presto Adidas Ultra boost

Official websites(US): $120 Official shop(VN): $220
Unofficial (Local fashion shop): $52.8 Unofficial (Local fashion shop): $66
Reference: Fashion apparel chains in Vietnam 1
HCM Hanoi Total
Establis Other
455 Name of the company store store store
hed stores
s s s

Blue exchange 2001 55 14 203 272

Ninomaxx 1998 20 5 33 58

278
Elise 2011 9 12 27 48

Sea Collection 2003 7 0 1 8

185
IVY moda 2005 5 16 21 42

NEM 2002 4 11 19 34

Ha Gattini 1999 8 0 1 9

PT2000 2000 13 3 8 24
HCM Hanoi Other
Total 121 61 313 495
Reference: Fashion apparel chains in Vietnam 2
Name of the company Establis HCM Hanoi Other Total
455 hed store store stores store
s s s

Việt Thy 1995 9 1 6 16

G2000 1980 11 6 2 19

278 Bossini 1987 5 1 1 7

Topshop 1964 4 1 0 5
185
Warehouse 1976 2 0 0 2

Zara 1974 1 0 0 1

Mango 1984 7 4 0 11

Canifa 1997 8 33 56 97
HCM Hanoi Other
Total 47 46 65 158
Reference: Fashion apparel chains in Vietnam 3
HCM Hanoi Total
Establis Other
455 Name of the company store store store
hed stores
s s s

Oasic 1991 2 1 0 3

Miss Selfridge 1966 3 0 0 3

278 BCBG 1989 1 1 0 2

Lyn around 2011 1 0 0 1

185
Umbrella 2008 4 0 0 4

Lacoste 1933 5 4 0 9

Nike 1964 19 11 7 37

Adidas 1920 18 19 11 48
HCM Hanoi Other
Total 53 36 18 107
Reference: Fashion apparel chains in Vietnam 4
HCM Hanoi
Establis Other Total
455 Name of the company store store
hed stores stores
s s

Puma 1948 9 3 2 14

Levi's 1869 10 5 7 22

278 Converse 1908 18 15 31 64

Vans 1965 12 8 16 36
185
MIRABELLA 2014 2 0 1 3

Armani Exchange 1991 1 0 0 1

KELLY BUI 2006 3 8 2 13

FCUK 1972 2 3 0 5
HCM Hanoi Other
Total 55 35 57 147
 The priority to buy their fashion items
70% 69% 68%
64%
56% 57%

42%
38%
33% 33% 31%
28% 27% 26%

14% 14%

0% 2%

Material Price Design Color Brand Country of Promotion Functionality Others

origin
Male Female

Material or price is far more important than the brand

Q11. What factors are important in buying fashion items?
 Brands recognitions – Clothes brand
71%
65%
59%

46% 48% Male

41%
Female
33% 31%
29% 29% 28%
24%
21% 20%
18% 16%
14% 13% 12%
10% 10% 8%
7%
4% 3%3% 4%
1%

ZARA, Calvin Klein are best recognized (The brand recognition might have
come from the brand popularity as well as fake product penetrations)
Q17.Please choose the brand that you could recognize(clothes)
 Brands recognitions – Shoes brand
90% 87%
85% 82%

Male
54%55%
Female
42%

27%
15%
10%
6% 9% 2% 6% 6% 7%
2% 4% 2% 2% 2% 1% 2% 0% 2% 0%

Nike and adidas are best recognized among all the shoes brand
Q17.Please choose the brand that you could recognize(clothes)
 Brands that Vietnamese want nearby (Clothes)
36%

24% 23%
19% 19%
14%
10% 9%
7% 6%
4% 3% 2%

Calvin Klein, H&M, Mango are the top 3 brands that they expect to
have around their area
Q17. What of the following brand do you wish to have around your residential area?(Clothes brand)
 Brands that Vietnamese want nearby (Shoes)
68% 65%

31%
18%
8% 5% 5% 3% 2% 1% 1% 1% 1% 1%

Nike and Adidas are dominantly popular

Q17. What of the following brand do you wish to have around your residential area?(Shoes brand)
Summary
• With regard to the information source of fashion, friends are the best
source, regardless of online (posts on Facebook etc) or offline
• 52% buys fashion items (clothes, shoes) more than once / month
• However, The amount spent for fashion is still limited, with 47%
spending less than 500K monthly
• Those who buy fashion items online are on the increase ,with
Lazada being the most popular website
• ""Price"" still is the most important factor, while much less people
care about ""brand”
• The best recognized clothes brands are Calvin Klein and shoes are
Nike and Adidas
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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. 180,000 members as of Nov, 2016
Age Gender City
31%

22% 19%
18%
44% 47%
14%
56% 18%

7%
6%
3% 3%
1% 1%
0% 3% 3% 4%
Male Female HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
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. 180,000 members as of Nov, 2016
Married Status Household income Smartphone ownership

Others, Do not own 18%

<40M 4%
3%
Others 15%
30-40M 3%
Sony 6%
20M-30M 5%
Married
, 25% 15 - 20M VND 9% Asus 8%

10 - 15M VND 15% LG 8%

Single, 7.5 - 10M VND 14% Nokia 18%

72%
5 - 7.5M VND 24% Samsung 25%

< 5M VND 26% Apple 27%

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