Vietnamese fashion brand recognition survey and shopping behaviour

1. Vietnamese Fashion brand recognition and
shopping behaviour

2. Fashion in Vietnam
• Number of respondents: 100
• People from 20-30 in Ho Chi Minh city
• Conducted on Sept 17-20, 2014

3. 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.

4. How much do you spend for fashion products in
average per month?
28.1
28.4
37.7
18
15
6
3.6
0.6
1.2
15.6
28.1
12.5
9.4
6.3
0 10 20 30 40
More than 5,000,000 VND
4,000,000 - 5,000,000 VND
3,000,000 - 4,000,000 VND
2,000,000 - 3,000,000 VND
1,000,000 - 2,000,000 VND
500,000 - 1,000,000 VND
200,0000 - 500,000 VND
Up to 200,000 VND
Female Male

5. Where do you often go to buy fashion products?
8.1
33.8
25.7
18.9
8.3 8.1
5.4
16.7
50
16.7
8.3
0
60
50
40
30
20
10
0
Mall Supermarket Local market Special stores Brand shop Others
Male Female
Unit (%)

6. 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
45.8
62.5
58.3
12.5
16.7
50
16.7
8.3
Giordano
Top Shop
Abercrombie & Fitch
Ralph Lauren
Calvin Klein
Uniqlo
Gap
H&M
ZARA
0% 20% 40% 60% 80% 100%
Yes No
Unit (%)

7. Do you know these brands – sport apparel?
83.3
95.8
91.7
16.7
29.2
29.2
16.7
45.8
25.7
4.2
16.7
8.3
70.8
83.3
70.8
83.3
50
54.2
Reebok
New Balance
Abercrombie & Fitch
Mizuno
Salomon
Acics
Puma
Nike
Adidas
0% 20% 40% 60% 80% 100%
Yes No
Unit (%)

8. Brand purchase history – fashion apparel
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Giordano
Top Shop
Abercrombie & Fitch
Ralph Lauren
Calvin Klein
Uniqlo
Gap
H&M
ZARA
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

9. Brand purchase history – sport apparel
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Reebok
New Balance
Mizuno
Salomon
Acics
Puma
Nike
Adidas
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

10. Do you own the clothes of pirates brand? And why?
Do you own the clothes of pirates brand? Select what is applicable to your thought
46.9
21.4
17.3
14.3
I do not buy pirates
brands
I buy pirates brand as
they do not find it out
I own it as there is no
official products in my
neighbors
I buy it because it is
cheaper
0 20 40 60
66%
34%
Yes No

11. Do you buy fashion products online?
26%
16%
58%
Yes, regularly
Yes, but not so often
No

12. What have you bought online?
48.6 47.3
28.4
14.9
23 21.6
79.2
37.5
41.7
29.2
20.8 20.8
90
80
70
60
50
40
30
20
10
0
Clothes Shoes Accessories Bag Watch Others
Unit (%) Male Female

13. EOF