SURVEY ABOUT VIETNAMESE FASHION INTERESTS

1. Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
Survey about Vietnamese fashion interests

2. 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

3. • 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

4. 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

5. Information source
Faceboo
k(friends
page)
Friends
Internet(
EC page)
Faceboo
k(celebrit
y /
fashion-
related
pages)
(by
looking at
people)
on the
street
Internet(b
rand
page)
TV
program /
TVCF
Newspap
er /
Magazine
Internet
(Others)
Store-
front
Family
Shop
staff
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?

6. 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 buy
fashion items
once in several
months
once in 2-3
months
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

7. 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 100,000
VND
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 VND
and more
Male
Female
All
47% spends less than 500K VND monthly

8. 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?

9. 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

10. 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

11. Popular EC site
Lazada is dominantly used for the fashion item purchase
Q10. 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%

12. Reference: advantage at local fashion shop
One 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 boost
Official shop(VN): $220
Unofficial (Local fashion shop): $66
Nike Air Presto
Official websites(US): $120
Unofficial (Local fashion shop): $52.8

13. Reference: Fashion apparel chains in Vietnam 1
Name of the company
Establis
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

14. Reference: Fashion apparel chains in Vietnam 2
Name 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

15. Reference: Fashion apparel chains in Vietnam 3
Name of the company
Establis
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

16. Reference: Fashion apparel chains in Vietnam 4
Name of the company
Establis
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

17. 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 of
origin
Promotion Functionality Others
Male Female

18. 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

19. 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

20. 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%

21. 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%

22. 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

23. Q&Me – About Online Market Research Services

24. Our Solution
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25. 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

26. 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

27. Contact Us
URL: http://www.qandme.net
Contact: info@qandme.net
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Vietnam
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