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