Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.

Survey about Vietnamese fashion interests

Purpose

Vietnamese youth increases its

spending in how they look like.

This survey will clarify what is the

behaviors and priorities in purchase

fashion-related items (clothes, shoes)

among Vietnamese

• Conducted on February 17th , 2017 – February 20th , 2017

• Method: Online survey

• Number of respondents: N=240

Profile

Male, 53%

Female, 47%

Gender

18-24, 46%

25-29, 32%

30-39, 22%

Age

Interests in fashion

The interests of fashion are relatively high among both genders.

Especially, 76% female are interested in Fashion.

Q. How much are you interested in fashion?

18%

15%

46%

61%

29%

22%

6%

2%

2%

1%

Male

Female

Very interested Interested Average Not interested very much Least interested

Information source

Facebook(friends

page)Friends

Internet(EC page)

Facebook(celebrit

y /fashion-relatedpages)

(bylooking atpeople)on thestreet

Internet(brand

page)

TVprogram /

TVCF

Newspaper /

Magazine

Internet(Others)

Store-front

FamilyShopstaff

Others

Male 35% 42% 37% 27% 32% 33% 33% 26% 31% 22% 16% 21% 2%

Female 46% 36% 41% 39% 31% 28% 27% 33% 26% 21% 25% 11% 1%

All 41% 39% 39% 33% 32% 31% 30% 30% 29% 22% 21% 16% 2%

Information from friends are the most, regardless of online or offline

Q. What are the media you use to get the fashion information?

Purchase frequency

16%

21%

14%

21%

18%

5%6%

10%

18%19%

18%

26%

5%

3%

13%

20%

17%

20%

22%

5% 5%

I rarely buyfashion items

once in severalmonths

once in 2-3months

once a month 2-3 times a month once a week More than once /week

Male

Female

All

Q. How much do you spend on fashion items per month?

52% purchases fashion items once / month or more

Monthly purchase amount

Q. How often do you buy fashion items?

12% 12%

25%

17% 17%

14%

4%

1%

8%

16%

21%22%

18%

11%

1%3%

10%

14%

23%

19%18%

12%

2%2%

Up to 100,000VND

100,001 VND -300,000 VND

300,001 VND -500,000 VND

500,001 VND -700,000 VND

700,001 VND -1,000,000 VND

1,000,001 VND- 2,000,000

VND

2,000,001 VND- 3,000,000

VND

3,000,001 VNDand more

Male

Female

All

47% spends less than 500K VND monthly

T-shirt

280,000 VND

Shirt (long sleeve)

350,000 VND

Shoes

550,000 VND

Skirt

380,000 VND

Jeans

480,000 VND

The budget that they have in mind gives the limited options

for what they would purchase

Budget for the items

Q. How much are you willing to pay for XXX for a good quality?

Location to buy fashion items - Clothes

50%

25%22% 22%

20%18%

13% 13%

7%

1% 1%

Shoes

Q. Where do you purchase your clothes most? /Q. Where do you purchase your shoes most?

54%

35%31%

26%23% 22%

14% 12% 10%

2%

Clothes

Local fashion stores are still dominant followed by shopping malls or chains

Associated keywords

Local shops are strongly associated with good pricing images

Q. What is the images of the following in buying fashion items?

35%

10%

26%

20%

33%

60%

30%

41%

21%

30%

20%

46%

32%

25%

33%

44%

51%

13%

48%

13%

Brand shop Local fashion shop Local market Online

Good Efficiency Good Pricing Good Promotion Good Product variety Good Product quality

Popular EC site

Lazada is dominantly used for the fashion item purchaseQ10. Which websites have you used to buy fashion items for last 12 months most?

69%

29% 29%

24%

14%11% 11% 10% 10% 10%

7% 6% 5% 4% 3% 3%

Reference: advantage at local fashion shopOne of the reasons why people prefers the local shop is the pricing. You

could buy either the fake one or the ones made at Vietnamese factory

at much cheaper pricing

Adidas Ultra boostOfficial shop(VN): $220

Unofficial (Local fashion shop): $66

Nike Air PrestoOfficial websites(US): $120

Unofficial (Local fashion shop): $52.8

Reference: Fashion apparel chains in Vietnam 1

Name of the companyEstablis

hed

HCM

store

s

Hanoi

store

s

Other

stores

Total

store

s

Blue exchange 2001 55 14 203 272

Ninomaxx 1998 20 5 33 58

Elise 2011 9 12 27 48

Sea Collection 2003 7 0 1 8

IVY moda 2005 5 16 21 42

NEM 2002 4 11 19 34

Ha Gattini 1999 8 0 1 9

PT2000 2000 13 3 8 24

Total 121 61 313 495

278

185

455

HCM Hanoi Other

Reference: Fashion apparel chains in Vietnam 2Name of the company Establis

hed

HCM

store

s

Hanoi

store

s

Other

stores

Total

store

s

Việt Thy 1995 9 1 6 16

G2000 1980 11 6 2 19

Bossini 1987 5 1 1 7

Topshop 1964 4 1 0 5

Warehouse 1976 2 0 0 2

Zara 1974 1 0 0 1

Mango 1984 7 4 0 11

Canifa 1997 8 33 56 97

Total 47 46 65 158

278

185

455

HCM Hanoi Other

Reference: Fashion apparel chains in Vietnam 3

Name of the companyEstablis

hed

HCM

store

s

Hanoi

store

s

Other

stores

Total

store

s

Oasic 1991 2 1 0 3

Miss Selfridge 1966 3 0 0 3

BCBG 1989 1 1 0 2

Lyn around 2011 1 0 0 1

Umbrella 2008 4 0 0 4

Lacoste 1933 5 4 0 9

Nike 1964 19 11 7 37

Adidas 1920 18 19 11 48

Total 53 36 18 107

278

185

455

HCM Hanoi Other

Reference: Fashion apparel chains in Vietnam 4

Name of the companyEstablis

hed

HCM

store

s

Hanoi

store

s

Other

stores

Total

stores

Puma 1948 9 3 2 14

Levi's 1869 10 5 7 22

Converse 1908 18 15 31 64

Vans 1965 12 8 16 36

MIRABELLA 2014 2 0 1 3

Armani Exchange 1991 1 0 0 1

KELLY BUI 2006 3 8 2 13

FCUK 1972 2 3 0 5

Total 55 35 57 147

278

185

455

HCM Hanoi Other

The priority to buy their fashion items

Material or price is far more important than the brand

Q11. What factors are important in buying fashion items?

64%69%

56%

28% 27%

42%

31%

14%

0%

70% 68%

57%

38%33% 33%

26%

14%

2%

Material Price Design Color Brand Country oforigin

Promotion Functionality Others

Male Female

Brands recognitions – Clothes brand

ZARA, Calvin Klein are best recognized (The brand recognition might have

come from the brand popularity as well as fake product penetrations)

Q17.Please choose the brand that you could recognize(clothes)

46%

71%

29% 29%

7%10%

21%18%

10% 8%

20%16%

3% 4%

65%59%

48%

41%

33% 31%28%

24%

14% 13% 12%

4% 3% 1%

Male

Female

Brands recognitions – Shoes brand

Nike and adidas are best recognized among all the shoes brand

Q17.Please choose the brand that you could recognize(clothes)

85%82%

54%

42%

15%

6%2% 4% 6% 6% 7%

2% 2%

90% 87%

55%

27%

10% 9%2% 2% 2% 2% 1% 0% 0%

Male

Female

Brands that Vietnamese want nearby (Clothes)

Calvin Klein, H&M, Mango are the top 3 brands that they expect to

have around their area

Q17. What of the following brand do you wish to have around your residential area?(Clothes brand)

36%

24% 23%

19% 19%

14%

10% 9%7% 6%

4% 3% 2%

Brands that Vietnamese want nearby (Shoes)

Nike and Adidas are dominantly popular

Q17. What of the following brand do you wish to have around your residential area?(Shoes brand)

68% 65%

31%

18%

8% 5% 5% 3% 2% 1% 1% 1% 1% 1%

Summary

• With regard to the information source of fashion, friends are the best

source, regardless of online (posts on Facebook etc) or offline

• 52% buys fashion items (clothes, shoes) more than once / month

• However, The amount spent for fashion is still limited, with 47%

spending less than 500K monthly

• Those who buy fashion items online are on the increase ,with

Lazada being the most popular website

• ""Price"" still is the most important factor, while much less people

care about ""brand”

• The best recognized clothes brands are Calvin Klein and shoes are

Nike and Adidas

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Our Advantage: Direct Panel Management

Our strength is 16-39 years old and urban areas. This is where most biz

customers would like to research. 180,000 members as of Nov, 2016

0%1%

18%

31%

22%

14%

7%

3% 3%1%

Age

19%

18%

6%

4%3%3%

47%

HCM Hanoi Can Tho Da Nang

Hai Phong Dong Nhai Others

56%

44%

Male Female

Gender City

Our Advantage: Direct Panel Management

Our strength is 16-39 years old and urban areas. This is where most biz

customers would like to research. 180,000 members as of Nov, 2016

Married Status Household income Smartphone ownership

Single, 72%

Married, 25%

Others, 3%

26%

24%

14%

15%

9%

5%

3%

4%

< 5M VND

5 - 7.5M VND

7.5 - 10M VND

10 - 15M VND

15 - 20M VND

20M-30M

30-40M

<40M

27%

25%

18%

8%

8%

6%

15%

18%

Apple

Samsung

Nokia

LG

Asus

Sony

Others

Do not own

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