HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES

- INFORMATION TECHNOLOGY
FACULTY OF INTERNATIONAL BUSINESS ADMINISTRATION

FINAL REPORT
E-COMMERCE
Advertising strategies for an e-business in fashion industry

Group’s name: Group 6

Course: E-commerce
Group’s members: 21DH123122 – Trần Thị Thu Hằng
21DH122870 – Đào Ái Nhi
21DH122214 – Nguyễn Trần Ngọc Vy

HCMC, 8/2023
Executive summary

Objective:

With these primary goals in mind, Vascara's advertising strategy seeks to promote the
brand, generate customer interest, and maximize sales. The objective is to distinctively
position Vascara in the market and capture a larger share of the target market, fostering a
powerful brand presence.

Root Cause & Opportunity Analysis:

An in-depth analysis showed that Vascara's brand reputation lags behind its product
excellence. The absence of prominent visibility for the brand is a barrier to its growth
potential. This situation not only poses a challenge, but it also represents an opportunity
to develop effective marketing methods that help Vascara stand out and resonate with the
intended audience.

Solutions:

To address the root cause and leverage the opportunity, Vascara's advertising strategy will
focus on several key solutions:

Strategic Content Creation: Showcasing Vascara's exceptional products, craft content that
resonates with readers. By fostering emotional connections and engagement, this will
greatly impact potential customers.

Digital Presence Enhancement: Bolster Vascara's digital standing by improving its

visibility on social media, search engines, and e-commerce websites. By utilizing SEO
methods, increase visibility in web searches.

Influencer Collaborations: By working with prominent fashion figures, Vascara can

effectively display its products. Their endorsement can enhance credibility and amplify
their audience base.
Localized Marketing: Tailor marketing campaigns to connect with local customs and
tastes, particularly in foreign markets like Japan. Local aesthetics must be considered
during translation, which also demands exact translation.

Omnichannel Approach: A cohesive marketing plan that combines diverse media, such as
social media, web, mobile, and in-person locations. Consistency in branding and
messaging will strengthen Vascara's image.

Project's Expected Results:

The projected results of implementing this advertising strategy include:

 Target audience familiarity and recall with the brand experience a substantial uptick.
 The increased engagement on social media highlights the significance of these
platforms.
 Better digital visibility and tailored content produce improved traffic and conversion
outcomes.
 The boost in sales revenue and market share is largely due to the enhanced brand
reputation and audience interaction.
 Referral marketing buoyed by influencer partnerships and impactful content.

To cap it all, the proposed advertising approach for Vascara seeks to increase brand
awareness, participation, and revenue by resolving the underlying issue, seizing the
opportunity, and implementing extensive solutions. This approach is projected to yield
remarkable positive outcomes, solidifying Vascara's position at the forefront of the
fashion landscape.
 TABLE OF CONTENTS
1. Introduction......................................................................................................................1

2. The company....................................................................................................................1

2.1 The organization’s position strategy...........................................................................1

2.1.1. Introduce about Vascara......................................................................................1

2.1.2. Vascara's position in the fashion market.............................................................2

2.2. Competitive strategies...............................................................................................4

2.2.1. Product Placement Strategy................................................................................4

2.2.3. Advertising strategy through fashion show.........................................................5

2.2.3.1. Vascara collaborated with designer Le Thanh Hoa in Fashion Voyage with
the collection "Like the sunshine."...............................................................................6

3. Market selection...............................................................................................................8

3.1. SWOT analysis for Vascara in the Vietnam market..................................................8

3.1.1. Strengths.............................................................................................................8

3.1.2. Weaknesses.........................................................................................................8

3.1.3. Opportunities.......................................................................................................9

3.1.4. Threats.................................................................................................................9

3.2. SWOT analysis for Vascara in the Japanese market.................................................9

3.2.1. Strengths.............................................................................................................9

3.2.2. Weaknesses.......................................................................................................10

3.2.3. Opportunities.....................................................................................................10

3.2.4. Threats...............................................................................................................10

4. The market segment of Vascara.....................................................................................11

 4.1. The commercial market segment.............................................................................11

4.2. Price segment..........................................................................................................12

4.3. Product segment......................................................................................................13

4.3.1. Handbag segment..............................................................................................13

4.3.2. Footwear segment.............................................................................................14

4.3.3. Fashion accessories segment.............................................................................15

4.3.4. Customer segmentation.....................................................................................17

4.4. Choosing a target.....................................................................................................18

5. E-commerce strategies for the market...........................................................................19

5.1. Key product/service decisions.................................................................................19

5.2. Specific e-commerce strategies...............................................................................19

5.2.1. Professional Japanese Website and Interface:...................................................19

5.2.2. Quality Japanese Content:.................................................................................21

6. Conclusion and recommendations.................................................................................22

6.1. Recommendations...................................................................................................22

6.1.1. Search Engine Optimization – SEO..................................................................22

6.1.2. Direct Digital Marketing...................................................................................23

6.2. Conclusion...............................................................................................................24

7. Reference.......................................................................................................................25
 LIST OF TABLES AND FIGURES

Picture 1. Wanderlust by Vascara in Vietnam International Fashion Week Spring Summer

2018.................................................................................................................................3

Picture 2. SR Celebrating Local Pride FW2022 Powered by Vascara............................4

Picture 3. A scene with Product Placement in the movie "Co Ba Saigon" ........................5

Picture 4 and 5. Vascara in “Like the sushine..................................................................7

Picture 6. SR Celebrating Local Pride Spring/Summer 2023 Powered by Vascara........7

Picture 7. Patterned Knitted Bucket Hat – Black..........................................................16

Picture 8. iPhone 14 Pro Max Phone Case with Card Slot - IPC 1403 - Navy Blue.....17

Chart 1. The commercial market of Vascara..................................................................11

Chart 2. The price segment of Vascara..........................................................................13

Chart 3. The handbag segment of Vascara....................................................................14

Chart 4. The footwear segment of Vascara....................................................................15

Table 1. Vascara's revenue on electronic platforms.......................................................12

1. Introduction

The digital marketplace has revolutionized retail by offering customers a diverse range of
products and labels through an intuitive platform. In today's digital landscape, fashion
houses like Vascara are realizing the value of harnessing online spaces to expand their
reach and capitalize on the vast e-commerce market. The internet has enabled Vascara to
reach a larger audience, granting customers the flexibility to browse and buy products
without leaving their homes.

With a large market and robust consumer interest, Japan offers an optimal setting for
fashion industry expansion. Vascara's success hinges on its capacity to comprehend and
cater to the refined needs of the Japanese consumer market. Reaching a GDP of $5
trillion, Japan unlocks a vast consumer base possessing immense purchasing potential.

This study seeks to furnish a detailed grasp of Vascara's online footprint and sales impact.
Analyzing these factors allows us to comprehend a brand’s capacity for success in the
digital world. Arising from this report, suggestions will be provided to enhance Vascara’s
e-commerce functions, thus enabling the brand to effectively capitalize on the potential of
web-based platforms and offer a streamlined shopping experience for its clients.

2. The company
2.1 The organization’s position strategy
2.1.1. Introduce about Vascara

Vascara was formed in Vietnam in 2007 and has since grown to be one of the country's
most adored fashion accessory, bag, and footwear businesses. The company also has a
web page for internet sales. Since Vascara is a Brazilian franchise, everyone assumes that
its goods will be imported. However, domestic designers created and produced each item
under this brand in Vietnam. CEO Nguyen Canh Bich Hanh is currently in charge of
Vascara. Customers may be sure that Vascara goods are entirely uncontaminated by
products from other countries or unknown origins. Vietnamese shoppers adore Vascara's
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items due of their obvious provenance and chic yet youthful designs that complement
Vietnamese fashion. The boutiques at Vascara are lavishly decorated, roomy, and have a
striking layout. Vascara has retail locations across the country where you can buy, view
the goods in person, and get helpful guidance from the personnel. Being the first women's
fashion company to have 137 outlets nationally and an entirely new online shopping
experience, www.vascara.com, it caters to the needs of global fashionistas. These items
are created in a contemporary and young way, giving ladies a sophisticated style that is
still in step with global fashion trends.

2.1.2. Vascara's position in the fashion market

Vascara is a reputable brand with excellent quality. This is known as a mid-range fashion
brand, but the quality is not inferior to any high-end fashion brand. A solid foothold for
10 years is enough to prove to users the value of each product present at the Vascara
system. Vascara's products are extremely sturdy, and durable over time. The items are
carefully wrapped in cloth bags and placed in a polite hard box when held in the hand
like luxury and expensive brands. Customers also do not have to worry about quality
because Vascara also offers a super attractive warranty policy.

As noted by Elle Vietnam Magazine, Vascara is considered a leading fashion brand and
recommended as a "Brand for Women'' in 2019. Vascara's collections always incorporate
contemporary fashion culture. modern and Vietnamese spirit to bring a special product
experience to customers. Vascara regularly appears at prestigious fashion catwalks such
as Viet Nam International Fashion Week, New York Fashion Week.

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Picture 1. Wanderlust by Vascara in Vietnam International Fashion Week Spring Summer
2018

Vascara was recognized as the "Shoe Brand of the Year" for its outstanding contribution
to Vietnamese fashion. Although several new and promising brands have recently entered
the Vietnamese fashion market, making it more vibrant than ever, it's possible that few of
these brands can take Vascara's place in Vietnamese believers' hearts. Developing
according to the flow of many ups and downs of the fashion industry, Vascara has always
been a brand loved by many women with quality products, modern spirit as well as
professionalism and thoughtfulness in each design. For Vascara, it is not enough to
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beautify women and its customers, but the brand also constantly lights up the catwalks,
helping to make the creative imprints of the designer and the brand more distinctive.

Picture 2. SR Celebrating Local Pride FW2022 Powered by Vascara

2.2. Competitive strategies

2.2.1. Product Placement Strategy

Brand positioning is a priority element in the marketing strategies of businesses. Every

marketer tries to reach consumers effectively through different sources of information,
advertising, and marketing. One of the ways to position a brand is Product Placement.
Product Placement is a form of advertising where the brand's products and services will
cleverly appear in entertainment programs with many viewers such as movies, TV shows

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or entertainment shows. This is a good form of advertising indirectly because the product
is not explicitly for sale, but the effect it brings is great.

As a fashion brand in Vietnam that has been around for more than 10 years with the
product lines of shoes and bags for women, Vascara has decided to choose the movie "Co
Ba Saigon" as the "acting ground" for the show. Product Placement in your marketing
campaign. Vascara implements Product Placement by sponsoring the acting scene and the
products used by the female protagonists in the movie to the best effect. Segments
appearing the image of the Vascara brand are scattered throughout the movie, in the main
scenes. As a result, only in November, during the movie "Co Ba Saigon" in theaters, sales
of Vascara increased by 55%, which is one and a half times the expected KPI,
"profitization". Effective communication from Product Placement.

Picture 3. A scene with Product Placement in the movie "Co Ba Saigon"

2.2.3. Advertising strategy through fashion show

Fashion show is like a "promising land" for brands to position their brands, showcase
their talents and expand their customer base. Businesses often use it to expand brand
awareness. The show brings a real fashion experience to viewers, if successful, the
brand's buzz will surely be amplified as well as your products will soon be famous and

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recognized because there is no Nothing is stronger and faster than the speed of word of
mouth, or “review” of viewers.

Since its establishment and development, Vascara has always aimed to accompany and
strongly promote the creativity of the fashion industry in Vietnam. In the past time,
Vascara has been cooperated by many famous designers such as Le Thanh Hoa, Cong Tri,
Adrian Anh Tuan, Vo Cong Khanh to launch many collections, becoming a trusted brand
when appearing at catwalks such as New York Fashion Week, Vietnam International
Fashion Week.

2.2.3.1. Vascara collaborated with designer Le Thanh Hoa in Fashion Voyage with the
collection "Like the sunshine."

Within the framework of Fashion Voyage 3 program "Chasing the Sun", designer Le
Thanh Hoa brought to the catwalk the "Like the sunshine" collection, an impressive
fashion show with colorful designs of summer days, inspiration from tropical climate
with a free and liberal nomadic style. In this collection, Vascara - the leading footwear
and handbag brand for women continues to collaborate with designer Le Thanh Hoa to
create designs with a clear bohemian fashion style. Accessories of the "Like the sunshine"
collection such as warrior sandals, meticulously knitted wide-brimmed sedge hats, sedge
bags, knitted bags from mini to large, especially a simulated folding bag Meticulously
executed seashells are also a bright spot in Le Thanh Hoa's designs this time. The rays of
sunshine are filled with the vitality of the romantic Mediterranean land, the girls walk
gracefully in their favorite costumes that make many people look at them.

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 Picture 4 and 5. Vascara in “Like the sunshine”

2.2.3.2. Moments marking fashion ego at Vascara's Spring Summer 2023 show.

With a unique runway, SR Celebrating Local Pride Spring/Summer 2023 Powered by

Vascara brings a unique fashion show, filled with sublime fashion moments, eye-catching
moments with THE EGO language. At Celebrating Local Pride Spring-Summer 2023, in
the inspired art space of White Palace, fashionistas were able to admire a luxurious
runway with the reign of beauty that transcends fashion with the theme THE EGO –
When fashion becomes a mirror that reflects the self. THE EGO is also clearly reflected
in the guest lineup appearing at the SR Celebrating Local Pride Spring/Summer 2023
Powered by Vascara red carpet.

Picture 6. SR Celebrating Local Pride Spring/Summer 2023 Powered by Vascara

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3. Market selection

This report will use a SWOT analysis model to evaluate and compare Vascara's business
activities in two markets, Vietnam, and Japan, two markets that are considered exciting
and have the potential for growth in the fashion industry. By leveraging the SWOT
model, we can gain valuable insights into Vascara's position in both markets, enabling us
to formulate astute business strategies and advertising approaches to fuel the company's
expansion.

3.1. SWOT analysis for Vascara in the Vietnam market

3.1.1. Strengths

Diversified products: Offering a diverse selection of fashion products, Vascara appeals to

customers with various tastes.

Creative design: The company's creative approach allows for a diverse array of styles,
spanning traditional to avant-garde and fashionable.

Local brands: Vascara's dedication to quality and innovation has enabled it to rise as a
prominent force in Vietnam's fashion landscape.

3.1.2. Weaknesses

High competition: The fashion market is brimming with competition, with Vascara
confronting stiff opposition from multiple sources.

Price: High prices on certain Vascara items narrow the scope of customer purchasing
power.

Reliance on offline environments: Despite establishing digital platforms for commerce,

Vascara has not fully exploited the e-commerce opportunity.

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3.1.3. Opportunities

International expansion: Expanding into foreign territories affords the chance to satisfy
burgeoning worldwide fashion desire.

Product diversification: New product development and market trend alignment can attract
more customers.

Leverage online channels: Focus on growing your online business network, from online
stores to increasing social media advertising.

3.1.4. Threats

Effects of the pandemic and economic downturn: Shifts in the pandemic and economic
conditions can impact the buying strength of consumers.

Market Trend Changes: Shifts in market patterns and buyer inclinations can shape client
purchasing requirements.

Foreign fashion brands: Foreign labels now pose a stiff challenge to Vascara's position in
the marketplace.

SWOT analysis will help Vascara have an overall view of the situation and future
development orientation. Leveraging its strong suits will permit the organization to
augment its trajectory. While concurrently addressing weaknesses and potential risks,
long-term viability, and achievement in the cutthroat fashion sector demand careful
consideration.

3.2. SWOT analysis for Vascara in the Japanese market

3.2.1. Strengths

Local brands: Vascara has created a prominent brand in Vietnam that can resonate with
potential Japanese clients.

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Innovative designs: The distinctiveness of Vascara's products has resonated with Japanese
consumers.

Store network: Vascara already has a stable store network in Japan, helping to reach a
large number of potential customers.

Marketing strategy: Proficiency in launching successful advertising efforts to increase

brand familiarity within Japan.

3.2.2. Weaknesses

High competition: Vascara must contend with fierce rivals in the Japanese fashion
market.

Cultural style: Vascara may need to adapt to the cultural style and shopping trends of
Japanese consumers.

Price range: Local brands could be less expensive than some Vascara offerings,
potentially impacting the market dynamic.

3.2.3. Opportunities

Diverse target market: Japan's market offers a diversified array of consumers with
varying tastes and styles, opening doors for Vascara to address numerous client needs.

Expanding its product line: Vascara may consider expanding its product line by offering
new products suitable for the Japanese market.

Improving technology and the shopping experience: Boosting client satisfaction through
cutting-edge technology deployment in retail settings.

3.2.4. Threats

Competition from local and international brands: Foreign and domestic fashion
companies seeking to gain ground in Japan could potentially challenge Vascara's position.
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Shifts in shopping preferences: Changing patterns of consumer shopping behavior pose a
difficulty for Vascara in satisfying market needs.

Impact of pandemic and economic downturn: The combined effects of pandemics and
economic instability can considerably weaken customer buying power, thereby impeding
market expansion.

SWOT analysis helps Vascara to have an overall view of the situation and development
orientation in the Japanese market. Utilizing its strong suits and growth potential, the
organization can exploit and expand its existing advantages. Simultaneously, addressing
vulnerabilities and potential challenges is crucial to ensuring long-term viability and
achievement within Japan's cutthroat fashion sector.

4. The market segment of Vascara

4.1. The commercial market segment

the commercial market of vascara

Lazada Shopee Tiki

1%
28%

71%

Chart 1. The commercial market of Vascara

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 Social networking platform Sales(VND)

Shopee 8.404.347.800₫

Lazada 3.300.836.007₫

Tiki 119.378.500₫

Table 1. Vascara's revenue on electronic platforms

According to the Vascara brand market report from February 1,2022 to January 31,2023,
the data shows that Shopee accounted for 71.1% of the total revenue and 71.9% in terms
of sales volume. Lazada accounted for 27.9% of the total revenue and 27.1% in terms of
sales volume. Tiki accounted for 1.0% of the total revenue and 1.0% in terms of sales
volume.

4.2. Price segment

Vascara’s price segment focuses on the mid-range for students and young professionals,
and a slightly higher range for customers with higher incomes. The popular price
segments for Vascara are in the range of 500,000đ to 1,000,000đ and 200,000đ to
500,000đ. Additionally, Vascara often offers promotions and discounts to attract
customers, especially during festive seasons and special occasions. Footwear and
handbags are the highest-priced items, averaging around 1,000,000đ. Wallets, clutches,
and bags are priced between 500,000đ and 700,000đ. Smaller accessories such as fashion
glasses, belts, and socks are priced around 200,000đ to 500,000đ depending on style and
quality. Statistics show that the highest consumption of Vascara products occurs on
Shopee, followed by Lazada, while Tiki accounts for a smaller proportion in the e-
commerce market. Overall, Vascara’s product prices are reasonable considering their
quality.

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 Sales(VND) Price Segment
12,000,000,000

10,000,000,000

8,000,000,000

6,000,000,000

4,000,000,000

2,000,000,000

0
200,000₫ - 500,000₫ 500,000₫ - 1,000,000₫ 1,000,000₫ -
2,000,000₫
Shopee Lazada Tiki

Chart 2. The price segment of Vascara

4.3. Product segment

4.3.1. Handbag segment

When it comes to Vascara products, we cannot overlook Vascara handbags with their
elegant designs and eye-catching, subtle colors. These products are made from soft
leather or fabric with meticulous and precise stitching, resulting in a durable product. The
price range for these handbags starts from 900,000đ, allowing us to own stylish and
fashionable handbags without worrying about being out of trend. According to market
reports, this item has high sales on the Shopee platform, reaching a total revenue of
7,300,555,330đ.

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 Handbag Segment
6,000,000,000
5,160,832,150
5,000,000,000

4,000,000,000
Sales (VND)

3,000,000,000
2,055,482,680
2,000,000,000

1,000,000,000
84,240,500
0
Shopee Lazada Tiki

Chart 3. The handbag segment of Vascara

4.3.2. Footwear segment

In addition to the trendy handbags, Vascara’s footwear collection is equally remarkable.

These shoes feature unique designs and provide a comfortable and pleasant experience
when worn. Vascara currently offers around 1300 styles, including high heels, feminine
ballerina flats, and trendy sneakers. According to the market report, the footwear category
is also hot-selling, not lagging behind the handbags. It has reached a total revenue of
3,255,897,800đ, primarily through sales on the Shopee platform.

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 Footwear Segment
2,500,000,000
2,225,432,600

2,000,000,000

1,500,000,000
Sales (VND)

1,010,619,200
1,000,000,000

500,000,000

19,846,000
0
Shopee Lazada Tiki

Chart 4. The footwear segment of Vascara

4.3.3. Fashion accessories segment

Vascara has diversified its product line to include an array of fashion accessories, such as
hats, phone cases, and belts. Tailored to accommodate diverse customer choices, these
accessories serve as stylish finishes to enhance one’s overall look.

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From men to women, the hat collection by Vascara accommodates a wide range of
preferences. Vascara offers headgear that not only adds flair but also shields from harmful
solar rays. The hats are crafted with a focus on durability and comfort, using top-notch
materials from the brand.

Picture 7. Patterned Knitted Bucket Hat

Vascara’s phone cases combine functionality and fashion, providing customers with
stylish options to protect smartphones. These phone cases are designed to be simple,
elegant in color, allowing individuals to express their personal style while ensuring the
safety of their devices

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In addition, Vascara offers a selection of belts that serve as both functional accessories
and fashionable statement pieces. Vascara’s belts feature sophisticated designs, ranging
from classic and timeless to modern and edgy. This accessory segment accounts for a
small proportion of Vascara’s total revenue, reaching 558,208,000đ in sales (According to
the Vascara brand market report from February 1,2022, to January)

Picture 8. IPhone 14 Pro Max Phone Case with Card Slot

4.3.4. Customer segmentation

Vascara is a brand that embodies a youthful and dynamic style, which makes its customer
segment quite diverse. Firstly, the main target customers of Vascara are office workers.
These individuals have high shopping demands and stable incomes. Secondly, there are
young customers who appreciate a youthful, dynamic, and personal style. This customer

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segment is diverse, ranging from students to young customers with high incomes. Next,
there are female customers. Vascara is a fashion brand dedicated to women, so the
majority of its customers are women. These customers are often interested in fashion,
value elegance and sophistication. The next target group is male customers. Vascara also
offers some products for men, but they only account for a small portion of the brand’s
overall product range. Additionally, Vascara often launches seasonal collections, which
attract the attention of tourists when they visit and travel in our country.

4.4. Choosing a target

Based on factors such as market size, economic indicators, political stability, and cultural
suitability, we can consider introducing the Vascara brand into Japan. One characteristic
of Japanese fashion culture is the emphasis on detail and perfection in each product.
Returning to Vascara, its products are made from high-quality materials, with meticulous
stitching and precise craftsmanship. With this factor, Vascara can gradually enter the
Japanese market.

Furthermore, Japanese fashion culture combines tradition and modernity. Fashion and
footwear products in Japan often have simple yet sophisticated and high-class designs.
Vascara’s product designs also aim for an elegant, graceful, and luxurious style. This can
meet the consumer demands of the Japanese people.

In terms of market size, Japan is the world’s largest market with high consumer demand
for fashion products, footwear, handbags, and cosmetics. It is a potential market for
fashion industry development.

In terms of economic indicators, Japan has a GDP (Gross Domestic Product) of around
$5 trillion and is the thirty-largest economy in the world (according to IMF data in 2021).
Based on these indicators, Japan is a suitable market for developing the Vascara brand.

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5. E-commerce strategies for the market
5.1. Key product/service decisions

Product diversification: The product line is adapted to align with the distinct shopping
patterns of Japan's market. As it considers a broader range, Vascara deliberates the
potential addition of footwear, travel accessories, and fashionable items.

Quality and provenance: To cultivate reliable and high-quality products, prioritize trust
and satisfaction among Japanese customers. Accurate and open communication is
fostered through the inclusion of production source details.

Customer reviews and feedback: Regularly assessing Japan-based client feedback is

essential to quality improvement. With the assistance of client feedback, Vascara will
undergo substantial product refinement and customer satisfaction advancements.

In a nutshell, Japan's diverse consumer shopping styles necessitate customized Vascara

decisions. The company must excel in the market and actively listen and respond to
customer feedback to enhance business performance and foster trust with the target
audience.

5.2. Specific e-commerce strategies

Based on the analysis of Vascara's advertising strategy as well as an e-commerce

development strategy, the report offers some specific e-commerce strategies that Vascara
can implement to succeed in the Japanese market.

5.2.1. Professional Japanese Website and Interface:

Develop a responsive website that accommodates users who access it from mobile
phones or computers. The web platform should be designed to facilitate an intuitive and
rapid purchase process for visitors.

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5.2.1.1. Responsive Design for Various Devices:

For a professional Japanese website, responsiveness is essential. The website should be

visually appealing on both platforms. This ensures users enjoy a flawless experience
across multiple devices. In Japan, a country with high mobile usage, this becomes vital.
By adapting flawlessly to diverse screen sizes, the website's layout, content, and images
enhance overall browsing satisfaction.

5.2.1.2. Intuitive and Efficient Purchase Process:

Enhancing user experience and boosting conversions necessitate a simplified purchase

process. An intuitive interface enables visitors to quickly discover and select products or
services. Effective navigation requires clear menus, organized categories, and prominent
search tools. A streamlined process from product selection to checkout is vital, as is the
ease of each stage in the purchasing journey. By easing friction and simplifying the
process, visitors are more likely to finish their purchases.

5.2.1.3. User-Centric Interface Design:

Essential for a website's success, the user interface (UI) is a crucial component.
Prioritizing a user-friendly design, the website must be intuitive and accessible. Effective
navigation requires the strategic placement of elements like buttons, menus, and links. By
leveraging color contrasts and icons, users can better grasp their options and the actions
they can take. A user-centric design fosters a satisfying experience for visitors, enticing
them to delve deeper and interact with the content.

5.2.1.4. Localization and Cultural Sensitivity:

To successfully reach the Japanese audience, more than just translation is necessary. Both
cultural sensitivity and localization are necessary. This entails employing culturally
appropriate iconography, metaphors, and hues that speak to Japanese cultural
sensibilities. The content's Japanese adaptation must consider regional variations and

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cultural nuances. Knowing Japanese purchasing preferences and habits affects the overall
design and arrangement. Culturally resonant websites tend to attract a stronger bond
between visitors and brands.

In conclusion, a successful Japanese website and interface prioritize adaptability across

devices, streamline the purchasing experience, adopt a user-focused design approach, and
display cultural awareness through meticulous localization. To effectively connect with
Japanese visitors and enhance the user experience, it's crucial to address these key
aspects.

5.2.2. Quality Japanese Content:

Competent translation of your web content can foster a successful global outreach
strategy. Enhancing the shopping experience will better serve the requirements of
Japanese patrons.

5.2.2.1. Competent Translation for Global Outreach:

A foundational element of connecting with a worldwide audience is investing in premium

Japanese content. A precise message transfer to Japanese visitors is guaranteed by
translating your website content well. The intricacies of cultural differences, idiomatic
expressions, and terminology must be carefully evaluated during the translation process.
Attention to detail not only prevents errors but also reflects respect for the Japanese
language and culture. Credibility and a deeper connection with Japanese patrons are
established through skilled translation.

5.2.2.2. Enhanced Shopping Experience for Japanese Patrons:

Providing a personalized shopping experience is crucial when crafting high-quality

Japanese content. This involves offering product explanations, reviews, and instructions
in Japanese. Localized pricing and size charts contribute to a more efficient shopping

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journey. Tailored content has a profound impact on Japanese consumers, leading to
improved conversion rates.

5.2.2.3. Cultural Considerations and Sensitivity:

Your content gains significance when cultural sensitivity is factored in. By understanding
Japanese cultural norms, one can avoid awkward situations. Visual elements should
conform to the Japanese aesthetic, incorporating graphics, images, and colors in a unified
manner. Understanding and appreciating cultural nuances can foster trust and rapport
with Japanese patrons, ultimately leading to more favorable brand interactions.

5.2.2.4. Showcasing Expertise and Authority:

By providing exceptional Japanese content, your brand can establish itself as an authority.
The accuracy and relevance of your content demonstrate your mastery, resonating with
the targeted needs and interests of Japanese people. A detailed and thorough approach to
content, encompasses product information, guides, and relevant blog posts in Japanese.
Your brand's establishment as a credible information source results in customer loyalty
and trust enhancement.

In essence, enhancing the shopping experience for Japanese customers requires skilled
translation, cultural understanding, and knowledge. These tactics not only deepen
customer connections but also facilitate a successful global outreach effort, leading to a
powerful bond between your brand and the Japanese audience.

6. Conclusion and recommendations

6.1. Recommendations
6.1.1. Search Engine Optimization – SEO

The website www.vascara.com was launched in February 2009 to provide information

about brands as well as to allow online purchases. Information on the website is updated
every two days, including product prices and quantities, as well as company news and

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promotions in stores. Therefore, the company needs to optimize the search engine for
SEO to promote the product more widely.

SEO or search engine optimization is an important component of today's digital

marketing strategy, with search engine usage on the rise. According to research, up to
93% of online users use search engines. SEO stands for "Search Engine Optimization" is
a set of optimization methods to improve the ranking of a website in search results pages
(popular like Google, Bing, Yahoo). The main goal when using SEO is to increase traffic,
increase your chances of conversion, build credibility and trustworthiness, improve user
experience, save costs on target reach budget, get you take the lead in competition with
competitors.

Vascara can apply following some basic principles when using SEO:

• Build a website structure that is easy to navigate and friendly to both users and search
engines. Create an accurate, unique title that attracts customers and is easily recognizable.

• Research: Keyword, Topic, User Audience and Competition. For Vascara, it is

recommended to optimize keywords such as shoes, squeeze dresses, women's fashion,
bags, ...

• On-site SEO optimization: Implement optimization methods on the site such as

optimizing page structure, and internal linking, seo-onpage, ...

• Optimize Content to respond to search intent. High-quality content should be optimized,

related to EAT - Google Search Quality Guidelines.

• Off-site SEO optimization (link building, web promotion): implement optimization

methods outside the site such as improving social signals, building and improving
Authority, contributing value through Guest tactics Post.

• Measure and improve your SEO strategy for the next lifecycle.

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6.1.2. Direct Digital Marketing

The company can apply the method of sending mass e-mail in the notification of new
products or promotions. At the same time, the e-mail will be sent to congratulate the
birthday on the date of birth of the customer. E-mail marketing is much cheaper than
SMS messaging. At the same time, the service provider will provide additional utilities to
know the necessary information such as the number of customers who open the e-mail,
read the e-mail, and click on the link contained in the e-mail.

In addition, Vascara takes advantage of social networking sites to widely promote

products. Vascara has created a profile page on Facebook, as of August 19, it has 1.3
million likes and 1.3 million followers and constantly updates information about
products. However, the friendliness and connection with the Facebook community is not
much, the number of interactions with the website does not achieve high results.
Therefore, vascara should promote stronger product promotion on all social networking
sites.

6.2. Conclusion

Along with the process of economic integration and development in the region and the
world, e-commerce plays an extremely important role, as a tool to connect domestic and
foreign markets. E-commerce tools are gradually developing and maturing. Companies
should apply e-commerce tools in promoting their products to increase brand awareness
as well as company profits. To be able to stand firmly in the current fashion market, the
use of e-commerce tools is extremely important.

Vascara can be said to be one of the leading businesses in the fashion industry, making a
significant impact on the fashion market and attracting a large number of customers
interested in their products. the firm. With a fashion market full of difficulties and
fluctuations like the present, Vascara can still create a strong foothold in the fashion
industry, proving that Vascara's ability is extremely strong. Vascara is fully capable of

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becoming a global brand. However, Vascara also needs to improve a few things and needs
to make stronger use of e-commerce tools to develop its brand.

7. Reference
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Mizen, T. (2021, 11 16). Thời trang Monoshop. Retrieved from momoshop.com.vn:
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Vascara. (2023, 2 22). Vascara. Retrieved from vascara.com:
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%20cho%20kh%C3%A1ch%20h%C3%A0ng

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Vascara. (2022,6,16). Vsscara. From VinID: https://vinid.net/blog/tin-tuc-khac/review-

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