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Vietnamese fashion brand recognition survey and shopping behaviour
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Vietnamese Fashion brand recognition and
shopping behaviour
Fashion in Vietnam
• Number of respondents: 100
• People from 20-30 in Ho Chi Minh city
• Conducted on Sept 17-20, 2014
Vietnamese Fashion brand recognition and shopping
behaviour summary
• 200-500K VND ($10-$25) spending seems to be the most common
spending range.
• Where to buy fashion product seems to be different by gender. Local
market is still the popular choice for women while the supermarket is
picked up as men’s choice.
• Zara and Calvin Klein are top two well-know brands, while Uniqlo,
Top Shop, Ralph Lauren is less known for their global recognition.
• Lauren, Abercrombie&Fitch, Giordano are still the new name with
more than haft of them.
• Adidas and Nike are more famous than others in sport brand, while
brand such as Asics. Salomon and Mizuo is unknown.
• 66,3% own the clothes of pirates brand (fake brand) due to the price
differences.
• 26% buy fashion products online. As many as 80% female have
bought clothes online at least once.
How much do you spend for fashion products in
average per month?
28.4
37.7
18
15
6
3.6
1.2
0.6
15.6
28.1
28.1
12.5
9.4
6.3
0 10 20 30 40
Up to 200,000 VND
200,0000 - 500,000 VND
500,000 - 1,000,000 VND
1,000,000 - 2,000,000 VND
2,000,000 - 3,000,000 VND
3,000,000 - 4,000,000 VND
4,000,000 - 5,000,000 VND
More than 5,000,000 VND
Female Male
Where do you often go to buy fashion products?
8.1
33.8
25.7
18.9
5.48.18.3
16.7
50
16.7
8.3
00
10
20
30
40
50
60
Mall Supermarket Local market Special stores Brand shop Others
Male FemaleUnit (%)
Do you know these brands – fashion apparel ?
79.2
41.7
54.2
37.5
87.5
33.8
25.7
18.9
5.4
20.8
58.3
45.8
62.5
12.5
16.7
50
16.7
8.3
0% 20% 40% 60% 80% 100%
ZARA
H&M
Gap
Uniqlo
Calvin Klein
Ralph Lauren
Abercrombie & Fitch
Top Shop
Giordano
Yes No
Unit (%)
Do you know these brands – sport apparel?
91.7
95.8
83.3
16.7
29.2
16.7
25.7
29.2
45.8
8.3
4.2
16.7
83.3
70.8
83.3
50
70.8
54.2
0% 20% 40% 60% 80% 100%
Adidas
Nike
Puma
Acics
Salomon
Mizuno
Abercrombie & Fitch
New Balance
Reebok
Yes No
Unit (%)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
ZARA
H&M
Gap
Uniqlo
Calvin Klein
Ralph Lauren
Abercrombie & Fitch
Top Shop
Giordano
I know this brand I buy this brand regularly
I have bought this brand (official) I have bought this brand (not certain if it is official)
I would like to buy it in the future I don't know this brand
Brand purchase history – fashion apparel
Brand purchase history – sport apparel
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Adidas
Nike
Puma
Acics
Salomon
Mizuno
New Balance
Reebok
I know this brand I buy this brand regularly
I have bought this brand (official) I have bought this brand (not certain if it is official)
I would like to buy it in the future I do not know this brand
Do you own the clothes of pirates brand? And why?
46.9
14.3
17.3
21.4
I buy it because it ischeaper
I own it as there is noofficial products in my
neighbors
I buy pirates brand asthey do not find it out
I do not buy piratesbrands
0 20 40 60
66%
34%
Yes No
Do you own the clothes of pirates brand? Select what is applicable to your thought
Do you buy fashion products online?
26%
58%
16%
Yes, regularly
Yes, but not so often
No
48.6 47.3
28.4
14.9
23 21.6
79.2
37.541.7
29.2
20.8 20.8
0
10
20
30
40
50
60
70
80
90
Clothes Shoes Accessories Bag Watch Others
Male FemaleUnit (%)
What have you bought online?
EOF