The document outlines a marketing plan for a women's vintage clothing brand in Vietnam. It introduces the creative team and background of the brand. The concept focuses on conveying the transition from design sketches to finished clothing through photos and symbols of a blue bird. The target market is female, ages 18-24, in middle-high income in Hanoi. Psychographic profiles include thinkers, experiencers, and believers. The implementation plan includes online advertising, media coverage, printed materials, and partner stores.

2. Creative Team
• Tuan Anh (Photographer/Designer):
Produces initial photos, creates original
promotional materials.
• Tra My (Image Analyst):
Studies concepts, symbolism and visual elements
that are incorporated in the images.
• Tuong Linh (Market Researcher):
Studies target market and how to convey the
messages properly.

3. Background Information
• Founded in June 2013.
• Product line: Designed women clothing in vintage style
• Price range: 300.000 - 500.000 VND.
• Blue bird symbol: hope, contentment, happiness.

4. Concept
• Intended message/Proposition: Modern
vintage designed clothing
• How: The comparison between drafted
ideas and reality (photos), in a fashion
designer’s sketchbook (2D vs 3D).
“Blue bird = the connection”
• Why: Implies the term “designed clothing”.
Blue bird = brand’s symbol & designer’s
delight when the ideas come true.

5. Target Market
Demographics
Female
Age: 18-24
Middle high income
Geodemographics Mostly in Hanoi, Vietnam
Psychographics
Thinker: practical, independent
Experiencer: self-expressive,
impulsive, carefree and tend to spend
on fashion products
Believer: tend to be loyal customer
Behaviourgraphics
User rate: Frequent consumption
User status: Non-user, potential &
loyal customers

6. Mood board

12. Implementation
• Online advertising : Official fanpage; Run Facebook
Ads.
• Media coverage:
– Printed advertising: Lookbook; Posters; Place at
partners’ stores: The Leaf Craft, Thriftster, Tang Tret
Cafe.
– Online media: Kenh14; Hoa Hoc Tro; Eva.vn; Dep;
Elle; etc.