Many foreign fashion brand comes in to Vietnam recently but Vietnam has had a number of domestic apparel chains. We made research to understand its recognition and image differences

1. Domestic Vietnam brand popularity
Asia Plus Inc.

2. Overview
Although foreign brands in Vietnam are
starting to become popular, domestic
brands still have a strong presence in the
market.
This report clarifies what types of
domestic brands are known as well as its
associated images

3. Respondent profile- Fashion Spenders
58% of the respondents pay less than 500,000 VND
Less than
100,000 VND
100,001 -
300,000 VND
300,001 -
500,000 VND
500,001 -
700,000 VND
700,001 -
1,000,000
VND
1,000,001 -
2,000,000
VND
More than
2,000,000
VND
Total 10% 23% 25% 18% 12% 8% 5%
Male 14% 21% 29% 15% 11% 7% 3%
Female 5% 24% 22% 20% 13% 10% 6%
18-24 15% 26% 26% 14% 10% 5% 4%
25-39 5% 20% 24% 21% 14% 11% 5%
How much do you spend for fashion monthly? N-323

4. Respondent profile- Interest in Fashion
25% 23% 27% 26% 24%
41%
38%
43%
38% 43%
29%
32%
26%
30% 28%
3% 3% 2% 2% 3%
2% 3% 2% 4% 1%
Total Male Female 18-24 25-39
Very high High Average Low Very low
Interest in Fashion is highest among females
How much do you pay attention to fashion brand? N=323

5. Opinions to Domestic brands
15%
11%
14%
11%
72%
71%
68%
69%
6%
11%
10%
11%
1%
1%
1%
1%
6%
6%
7%
8%
Quality
Design
Pricing
Material
Very good Good Not good Bad I do not know
The overall opinion to domestic brands is rather positive
How do you feel about the local Vietnamese fashion brand? – Quality, Design, Pricing, Material N=323

6. Overview of Domestic Fashion Brands by Physical Store amounts
Brand Name
Establis
hed
HCMC
store
HANOI
Store
Other
Store
Total Stores
The Blue Exchange 2001 55 14 203 272
Canifa 1997 8 33 56 97
Hoang Phuc International 1990 32 25 24 81
Ninomaxx 1998 20 5 33 58
Elise 2011 9 12 27 48
Lime Orange 2009 20 0 24 44
NEM 2002 6 15 23 44
IVY Moda 2005 5 16 21 42
YaMe Shop 2009 10 0 14 24
Viettien 1991 12 6 2 20

7. Please choose the brands that you could recognize N=323
Brand Recognition - Total
Viet Tien is most recognized followed by Blue Exchange and NEM
93%
72% 71%
62% 58% 56% 51% 47% 45% 39%
7%
28% 29%
38% 42% 44% 49% 53% 55% 61%

8. Please choose the brands that you could recognize N=323
Brand Recognition – by demographics
Brand recognition is generally high among female and in proportion to the
number of stores by locations
56%
50%
61%
50%
62%
44%
81%
Canifa
51%
32%
68%
34%
66%
46%
59%
IVY Moda
62%
46%
77%
48%
74%
57%
61%
Eliza
71%
64%
76%
59%
81%
65%
83%
NEM
Total
Male
Female
18-24
25-39
HCM
Hanoi

9. Please choose the brands that you could recognize N=323
Brand Recognition – by demographics
Brand recognition is generally high among female and in proportion to the
number of stores by locations
58%
45%
68%
39%
74%
69%
40%
Ninomaxx
72%
58%
84%
59%
83%
85%
55%
Blue Exchange
45%
41%
47%
53%
37%
68%
22%
YaMe Shop
93%
87%
99%
87%
99%
97%
94%
Viet Tien
Total
Male
Female
18-24
25-39
HCM
Hanoi

10. Major brand image comparison (1/2)
0%
5%
10%
15%
20%
25%
30%
Trendy
Good quality
Luxury
Proud to haveGood pricing
For youth
For adult
Canifa
Average Canifa
0%
5%
10%
15%
20%
25%
30%
Trendy
Good quality
Luxury
Proud to haveGood pricing
For youth
For adult
IVY Moda
Average IVY moda
0%
5%
10%
15%
20%
25%
30%
35%
Trendy
Good quality
Luxury
Proud to haveGood pricing
For youth
For adult
Elise
Average Elise
0%
10%
20%
30%
40%
Trendy
Good quality
Luxury
Proud to haveGood pricing
For youth
For adult
NEM
Average NEM

11. 0%
5%
10%
15%
20%
25%
Trendy
Good quality
Luxury
Proud to haveGood pricing
For youth
For adult
Ninomaxx
Average Ninomaxx
0%
5%
10%
15%
20%
25%
30%
35%
Trendy
Good quality
Luxury
Proud to haveGood pricing
For youth
For adult
Blue Exchange
Average Blue Exchange
0%
5%
10%
15%
20%
25%
Trendy
Good quality
Luxury
Proud to haveGood pricing
For youth
For adult
YaMe shop
Average YaMe shop
0%
10%
20%
30%
40%
50%
60%
Trendy
Good quality
Luxury
Proud to haveGood pricing
For youth
For adult
Viet Tien
Average Việt Tiến
Major brand image comparison (2/2)

12. Shops associated with images (1/2)
Trendy Good quality Luxury Proud to have
Total
Male
Female
18-24
25-39
HCM
Hanoi
High spender
Low spender
38%
39%
44%
34%
47%
40%
53%
35%
44%
55%
55%
54%
54%
55%
59%
53%
48%
60%
38%
41%
46%
37%
37%
47%
58%
37%
43%
33%
35%
40%
32%
42%
42%
33%
41%
34%

13. Shops associated with images (2/2)
Good Pricing For Youth For Adult
Total
Male
Female
18-24
25-39
HCM
Hanoi
High spender
Low spender
46%
45%
46%
42%
49%
45%
46%
44%
48%
35%
28%
42%
35%
44%
46%
47%
39%
32%
58%
55%
60%
52%
57%
63%
58%
55%
62%

14. Respondent profile (N=323)
Male, 47%
Female, 53%
18-24, 47%
25-39, 53%
AgeGender
HCM, 30%
Hanoi, 26%
Other, 44%
City

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17. 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. 200,000 members as of May, 2017
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

18. 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. 200,000 members as of May, 2017
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

19. Contact Us
URL: http://www.qandme.net
Contact: info@qandme.net
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Asia Plus Inc.
Floor 2, Songdo Tower, 62A Pham Ngoc Thach street, Ward 6, District 3,
HCM City, Vietnam
Tel. +84 839 100 043