The document discusses the results of a market research survey conducted in Vietnam. 400 respondents in Ho Chi Minh City and Hanoi were surveyed about their spending on fashion, recognition of fast fashion brands like Zara, H&M, Uniqlo, and perceptions of Uniqlo. Key findings include: Zara and H&M have the highest brand recognition; the average monthly spending on fashion in Vietnam is 350,000 VND; Uniqlo is recognized by 55% overall with higher recognition among females; and Uniqlo has a strong image of good quality compared to Zara and H&M which are seen as more fashionable.

1. Q&Me is online market research provided by Asia Plus Inc.
Fast fashion recognition and Uniqlo images

2. Overview
Uniqlo finally announced to launch their
first store in Ho Chi Minh in fall 2019. This
survey is conducted to find out customer
awareness in fast fashion brand and the
depth analysis as to Uniqlo.
The survey was conducted to 400 male
and female 18 – 39 year-olds in Ho Chi
Minh & Hanoi.

3. Fashion spending (monthly)
Average monthly spending for fashion is about 350,000 VND
Q. How much do you spend for clothes a month? (excluding accessories or shoes)
13%
16%
20%
15%
17%
9%
6%
4%
Less than
100,000 VND
100,0001 -
200,000 VND
200,0001 -
300,000 VND
300,0001 -
400,000 VND
400,001 -
500,000 VND
500,001 -
700,000 VND
700,001 -
1,000,000 VND
More than
1,000,000 VND

4. Fast fashion brand recognition
78%
72%
67%
55%
47%
40%
33%
22%
28%
33%
45%
53%
60%
67%
ZARA H&M Mango Uniqlo Gap Forever 21 Giordano
ZARA and H&M are the most recognized brand in Vietnam
Q. Do you know about <Brand name>?

5. Fast fashion brand recognition - Detail
78%
67%
86%
77%
83%
72%
22%
33%
14%
23%
17%
28%
ZARA
Female recognition of ZARA, H&M, Mango are similar. The differences are
found how the brands are penetrated among male
72%
62%
81% 75% 73% 67%
28%
38%
19% 25% 27% 33%
H&M
67%
54%
78%
64%
73% 67%
33%
46%
22%
36%
27% 33%
Mango
Q. Do you know about <Brand name>?

6. Uniqlo brand awareness
Uniqlo is recognized by 55%. The recognition is high among female
55%
45%
44%
64%
56%
36%
Male Female
54% 57% 54%
46% 43% 46%
18-24 25-29 30-39
by gender by age
Q. Do you know about <Brand name>?

7. Uniqlo awareness - Information source
On top of internet effect, sport player has given a certain contribution to its awareness
Q. (Those who know) How did you know about Uniqlo? (N=143)
Internet Facebook
Friends /
Relatives
From sport
player
wearing
Uniqlo
Newspaper TV Magazine Overseas trip Others
Total 52% 41% 41% 20% 13% 11% 13% 8% 8%
Male 53% 40% 32% 26% 12% 16% 14% 11% 7%
Female 52% 42% 47% 15% 13% 8% 13% 6% 8%
18-24 46% 49% 43% 19% 15% 12% 16% 13% 7%
25-29 60% 29% 43% 11% 11% 9% 6% 0% 6%
30-39 58% 40% 35% 28% 10% 13% 15% 5% 10%

8. Uniqlo brand image breakdown
It has a dominant “good quality” image. What follows are fashionable and youth image
Q. What are the images of UNIQLO? (N=214)
Good
quality
Fashionabl
e
For youth
Good
design
Luxurious For adult Affordable Innovative New Others
Total 58% 30% 28% 27% 18% 18% 17% 15% 14% 3%
Male 49% 29% 33% 28% 29% 17% 22% 14% 22% 5%
Female 64% 31% 25% 27% 12% 18% 14% 16% 9% 2%
18-24 52% 24% 26% 27% 19% 16% 18% 23% 20% 6%
25-29 67% 33% 33% 25% 9% 22% 21% 4% 7% 1%
30-39 58% 37% 24% 29% 27% 15% 10% 17% 10% 2%

9. Uniqlo brand image vs ZARA and H&M
Uniqlo has better good quality image than ZARA or H&M but lacks in
fashionable, youth or good design factors
58%
30%
28% 27%
17% 15%
18%
14%
18%
3%
44%
53%
43%
41%
31%
26% 26%
19%
9%
1%
36%
40%
43%
36%
26%
24%
20%
16%
10%
1%
Uniqlo
ZARA
H&M
Q. What are the images of <Brand name>?

10. Summary
• Vietnamese average spending for fashion is limited
with 350,000 VND
• Among fast fashion brand, ZARA, H&M and Mango are
the brands with highest recognition
• Uniqlo is recognized by 55% of the respondents,
thanks to the online as well as brand ambassadors and
word of mouth
• All the major fast brands are recognized more by the
female than male
• Uniqlo is federated with good quality image, while both
of ZARA and H&M has stronger fashon, good design
images.

11. AUDIENCE PROFILE

12. Gender
Male, 44%
Female, 56%
18-24, 42%
25-29, 30%
30-39, 28%
Age
HCM, 56%
Hanoi, 44%
City
Household income
23%
41%
36%
<10M
10-20M
>20M
Respondents profile (N=388)

13. Q&Me – About Online Market Research Services

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customers would like to research. 360,000 members as of Sept, 2018
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

16. Our advantage – Quick with quality
Online is considered to be “cheap and bad” in general. Q&Me provides
several methods providing data with quality
FACT CONSISTENCY SCORE
97%
THOUGHT
CONSISTENCY SCORE
91%
STRAIGHT-LINER/ FLAT-
LINER SCORE
89%
SPEEDERS SCORE
97%
QUALITY CHECK SURVEY SPECIFICATION
N (Sample size) 300
IR (Incident rate) 100%
LOI (Lenght of Interview) 10 minutes
Success Criteria Overral score of 80% or higher
THE RESULTS
Overal score 93.5%
Average score
in the industry
73%
(*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection
Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.
Our quality score by SSI

17. Our quality assurance process
Questionnaire
based on the
exact profile
• Refined and very
derailed database
panel
Take out users
with irrelevant
replies
• Remove Fake
questions hit
users
• Remove
Contradicted
answer users
• Take out straight
answer users
Take out speed
users
• We count the
average median
time and take out
those who are
less than that
Manual check by
the experienced
researchers
• Our experienced
researchers will
check the
relevance as well
as open
comments
Re-assortment of
panelist priorities
• Based on the
survey results, bad
users are screened
out while prioritizing
those who return s
good feedbacks.

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