Young Marketers Graduation - Canifa Repositioning - Nhóm 1

1. r e p o s i t i o n i n g p r o p o s a l
Gia Phu – Huy Pham – Ngan Duong

2. thetask
p o s i t i o n i n g C A N I F A
with given business ambition
§ 2,500 bil VND in 3 years
§ 30% value share in Ready To Wear Fashion
For Family in 5 – 7 years

3. 1,300+ bil VND revenue brand
leading Vietnamese fashion retailer for all
The TOM brand of the
North with high-quality &
comfort perception for
casualwear products, as an
experienced clothmaker &
fashion retailer.
with TOM high-quality, especially from
WOOL products for 20 years.
Key consumer segment
FAMILY with FEMALE
(28-40) as key shoppers.
With more than 7 mil items sold FY2019,
for family (Male : Female : Kid = 1:1:2)
Aim to be the
Fashion for All
in Vietnam for
last 8 years.
With more than 7 mil items sold FY2019,
for family (Male : Female : Kid = 1:1:2)

4. The TOM brand of the North with high-
quality & comfort perception for
casualwear products.
Key consumer segment FAMILY
with FEMALE (28-40) as key
shoppers.
Aim to be the Fashion
for All in Vietnam for
last 8 years.
How CANIFA is expanding
the business
INCREASE BRAND
AWARENESS through MEDIA
& OPENING NEW STORES
cover the North & expanding
to the South.
93 North – 33 in Hanoi & expanding to all North
regions.
17 South – FY2019 Revenue per store +20% vs.
North store.
EXPAND TO YOUNGER GROUP OF
CONSUMER (from 22-28) with new
positioning last year DYNAMIC LIFESTYLE

5. #SayIt Campaign
To build CANIFA as a DYNAMIC & CÓ-GU
BRAND to 22-28.

6. Key consumer segment FAMILY
with FEMALE (28-40) as key
shoppers.
Aim to be the Fashion
for All in Vietnam for
last 8 years.
But wait...
New positioning DYNAMIC LIFESTYLEThe TOM brand of the North with high-
quality & comfort perception for
casualwear products. puts Canifa in the competition that IT’S
DIFFICULT TO LEVERAGE CANIFA
T.O.M STRENGTH & the market is so
competitive with GLOBAL BRANDS
REPRESENTING LIFESTYLE FOR THE
YOUTH.

7. So where is the
WINNING ZONE?
§ 2,500 bil VND in 3 years
§ 30% value share in Ready To
Wear Fashion For Family in 5 – 7
years

8. Mostly from ADULTS & KIDS retailers, driven by ZARA,
H&M significant growth.
Also, UNQLO has anticipated making the market being
more expanded than ever before.
ZARA: 1.4 billion VND (~1.5% value share), x1.7 growth compared to 2017 & x6 compared to 2016.
H&M: 0.66 billion VND (~0.7% value share), x4.5 growth compared to 2017.
VIETNAM FASHION MARKET
TOP 5 WORLD BIGGEST
TEXTILE EXPORTERS &
PRODUCERS
ONE OF WORLD BIGGEST
CONSUMING MARKET IN 2017in Textile & Garments export turnover.
16 billion USD, +14% yoy
95% from Mid market, mostly from Woman & Kid.
5.6 billion USD, +8.8% 2019-2023
Due to the attractiveness (supplied by local forces & high consumption),
Vietnam market is being invaded by foreign brands, from Middle to High-end segment
Vietnam Fashion Market Value share, Statista & BBGV 2018
Foreign brands Vietnam fashion retail brands Local brands, boutique & others
60%25%
15% 3.92 billion USD, +15% yoy
CANIFA, Ivy Moda, Hnoss, Ninomax, PT 2000, Blue,...
https://www.brandsvietnam.com/19385-Thuong-hieu-thoi-trang-Viet-Nam-ai-con-ai-mat
Downward trend due to foreign brands
invasion (continuously new collections,
competitive price, varied design,
international…) & their mid-range product
become disadvantage to operate retail
chain, convert consumers

9. LOOK INTO [ADULTS + KIDS] RETAILER SEGMENT
Trendy styles
International Brands & Premium
Influencers endorsements
Reflected from ZARA H&M significant growth, UNIQLO & Top emerging players in this market
It has been driven mostly by 02 principles:
Price
Good/ High-quality materials
Technology-attached
Quality testimonials
Mid segment
250-950k/pc
Mid-Hi segment
550-1550k/pc
Potential space to grow
QUALITYSTYLE
Source: Euromonitor 2018, Brand Shares of Apparel for Adults & Kids
No.1 market in value, bringing
THE MOST UPDATED FASHION
TRENDS IN THE FASTEST TIME
When consumer demands QUALITY
clothing, there is a big playground
that top retailers have invested there.
QUALITY - these players have defined
as Comfort for EVERYDAY occasions.
We call that playground:
AN EVERYDAYWEAR CATEGORY
No.2 market, nearly same ZARA,
sustainable materials to engage
young Millennials, Gen Z with
cheaper price
(from ZARA) Medium Quality,
focus updated Casual style
to compete with H&M
Medium Quality,
American Casual style for
young adults, mid-high income
Newcomer, HIGH-QUALITY IN EVERYDAYWEAR
Good materials, Tech-attached w/ Basic Casual
style that all elevate active lifestyle everyday.
#WhereToWIN

10. EVERYDAY WEAR CATEGORY
This category SEEMS TO BE categorized into 02 main usages:
MOST COMFORTABLE FOR MASS LESS COMFORTABLE FOR MASS
CASUAL / BASIC FORMAL / BUSINESS DRESS-UP
Dedicated for comfort, laid-back & being active everyday
Simple wearing with T-shirt, Jeans, Khaki, Shorts
Occasions required social expectation.
Business daily suit, or special (interview, wedding,..)
Source: Casual styles definitions & Smart Casual, PrimerMagazine

11. Bộ Lao Động Thương binh Xã Hội 2018
+8.5 triệu hộ Gia đình công việc NVVP & ngành
Dịch vụ khác. Trong đó, khoảng 4 TRIỆU Gia đình
có con trẻ 0-12 tuổi – YOUNG FAMILY.
EVERYDAY WEAR CATEGORY – THE RISING NEED
MOST COMFORTABLE LESS COMFORTABLE
To be more well-dressed but still prioritize
comfort for multi-occasional everyday
CASUAL / BASIC FORMAL / BUSINESS DRESS-UP
08/2019 after analyzed +6 billion fashion searches,
“Casual formal but comfort” is on the rise. Also,
“Smart Casual” is increased +400%, skewed to APAC.
People (especially, at workplace) don’t want to spent long
hours compromising comfortability for appearance.
SMART CASUAL = COMFORT + WELL-DRESSED
SMART CASUAL định nghĩa Casual mới,
Nếu Casual là Thoải mái, thì Smart là sự Chỉn chu,
từ sự chăm chút của người mặc, lịch sự nhưng
không quá ăn diện và vẫn đề cao sự thoải mái.

12. EVERYDAY WEAR CATEGORY – SMART CASUAL
QUALITY FOR COMFORT (FIT & NEAT) +
FIRM + COMPONENTS FOR BIT OF
INFORMAL (sense of “well-dressed”).
Smart casual is much more elevated
and put together, complete the
outlook which give people in style,
readiness, being approachable for
everyday occasions.
CASUAL SMART CASUAL
https://www.thestreet.com/lifestyle/what
-is-smart-casual-14777797
FROM THIS... ...TO THIS

13. LOCAL FASHION SHOP
Price
250-950k/pc
550-1050k/pc
EVERYDAY WEAR CATEGORY – COMPETITION
Looking into competition in Casual, there is a PRICE GAP (+1 mil VND)
to afford [SMART CASUAL] which gives CANIFA huge opportunity to WIN
1050-1950k/pc
CASUAL / BASIC FORMAL / BUSINESS DRESS-UPSMART CASUAL

14. Have 999.999 young family CANIFA
users (*) by the end of 2022 as a T.O.M
brand for Smart Casual.
*Female, 25-40 as key shoppers.
AMBITION
Business
No.1 brand for Smart Casual in middle
segment in term of Value/ Retail Chain /
Customer Satisfaction in 2022
*Female, 25-40 as key shoppers.
Marketing
(*) Estimated to be equivalent to 2,800 bil VNĐ business revenue.

15. #HOWtoWIN

16. Enclothed Cognition definition, from Social Psychological & Personality Science Research
https://www.dailymail.co.uk/sciencetech/article-2644076/You-DRESS-Clothing-significant-effect-self-esteem-confidence-claims-expert.html
http://psychlearningcurve.org/dress-to-impress/
Rather than dressing a certain way to feel more confident when we are
comfortable yet well-dressed, automatically we feel SELF-CONFIDENT,
giving us more energy to perform better and treat others better.
96%
“believed that things they wear
affects how self-confident they feel”.

17. THE SMART CASUAL WEAR FOR FAMILY
The BIGGEST TRUTH of
COMFORTABLE + WELL-DRESSED
to feel SELF-CONFIDENT
category

18. TARGETING
OUR CORE BUSINESS TARGET
Millennials Moms, 25 – 40 yrs
Family key shoppers, connected, care for
values, influence each other
tremendously.
THEY ARE OUR SOURCE OF BUSINESS
...with population accounts for 12 million,
equivalent to 6.5 million families.
This target group will help to generate
larger life-time value family consumer &
have huge need for their family
everydaywear.
Millennials Moms
their TRUTH
As a mom, I want my family’s everyday outfits to
be comfortable yet well-dressed because I’m
worried the outfits which are not well-dressed will
cause us lack self-confidence.

19. Brand Offer
#WINNNING
Functional: bring the BEST COMFORTABILTY with the
Smart Casual Lifestyle through THE WELL-DRESSED
EVERYDAYWEAR.
Emotional: Embrace the self-confidence everyday
through eliminating the worry of not well-dressed
enough in everyday wear with Smart Casual Lifestyle.
BRAND POINT OF VIEW
CANIFA share the belief that clothes are not about what you
put on to be someone/something, they are to embrace
something that comes from within you.
BRAND ROLE
Embrace the self-confidence everyday through eliminating
the worry of not well-dressed enough in everyday wear.

20. Smart casual clothing that is very comfortable from experienced cloth-
maker yet still well – dressed for your confidence in daily occasions .
Current
Well dressed clothing for your family
Smart casual for women
Smart Casual for men
Heat-tech for
winter
Iron free
Cool –tech
for summer
Iron free
Smart Casual for kid
Anti sweat
Heat-tech for
winter
1 Comfortable
• Comfort with very neatness. (No over
size, loose up…)
• Comfort with seasonality/ environment
conditions… (Include tech or using
suitable material to adapt with seasons)
2 Well - dressed
Well – dressed made from firm (chỉnh chu /
phẳng phiêu) that material/ tech can help to
look more formal & keep all day.
Accessories
Smart accessories help complete your smart
casual style.
PRODUCT CONCEPT

21. Men
CANIFA ACCESSORIES
New sub-product line to compete the
SMART CASUAL style – SMART ACCESSORIES
Kids & baby
CANIFA ACCESSORIES
Women
CANIFA ACCESSORIES
PRODUCT CONCEPT

22. Create a WELL-DRESSED JOURNEY SHOPPING EXPERIENCE that guide consumer adapt Casual/Smart
casual style within store shelf by shelf, as we want to focus on customer satisfaction our staffs would
be a facilitator to complete whole outlook.
WELL-DRESSED JOURNEY EXPERIENCE
The store is layout shelves creating journey, from TOP (T-shirt, Shirt casual,..)
to BOTTOM/Essentials then ACCESSORIES would be at the end of journey
– applied across Adults & Kids line
A signboard in every single line helps shopper easier to define items,
completing their chosen style (Casual/Smart casual)
CASUAL STYLE FACILITATOR
Staffs would be trained to be master at
guiding Casual style for consumers by
listening and searching for products that
meet their needs and providing in-depth
information about Canifa’s products.
RETAIL CONCEPT

23. #BrandIdeation

24. The foundational insight
As a mom, I want my family’s everyday outfits to be
comfortable yet well-dressed for us to feel self-confident
because I’m worried the outfits which are not well-dressed
will cause us lack self-confidence.
“
CATEGORY TRUTH
CONSUMER TRUTH
BRAND OFFER
Smart Casual
Comfort & well-dressed
To feel self-confident.
As a mom, I want my family’s everyday
outfits to be comfortable yet well-
dressed for us to feel self-confident.
Functional product: Bring the BEST
COMFORTABILTY with the Smart Casual
Lifestyle through THE WELL-DRESSED
EVERYDAYWEAR.
Emotional benefits: Embrace the self-
confidence through eliminating the worry
of not well-dressed.

25. Brand Idea
CANIFA has been the authority in comfort everyday wear for almost 20
years in Vietnam. First introduced in 2000, this Vietnam-origin brand
consists in the everyday comfort, providing every Vietnamese with more
comfortable clothes everyday.
Today, CANIFA continues to bring the BEST COMFORTABILTY with the
Smart Casual Lifestyle through THE WELL-DRESSED EVERYDAYWEAR at
the heart of EMBRACING THE SELF-CONFIDENCE IN EVERY VIETNAMESE
EVERYDAY as we share the belief that clothes are not about what you put
on to be someone or something, they are to shine something that comes
from within you.
Brand Story
EMBRACE VIETNAMESE SELF-CONFIDENCE EVERYDAY
Proposition
SMART CASUAL LIFESTYLE THAT EMBRACES SELF-CONFIDENCE EVERYDAY.

26. Positioning STATEMENT
Brand Statement
Product Value Insight Brand Idea
To WHOM What NEED Differentiated by RTBs
Brand Comms Idea
§ Functional: bring the best
comfortability with the smart
casual lifestyle through the well-
dressed everydaywear.
§ Emotional: Embrace the self-
confidence through eliminating
the worry of not well-dressed
enough.
As a mom, I want my family’s
everyday outfits to be
comfortable yet well-dressed
for us to feel self-confident
because I’m worried the
outfits which are not well-
dressed will cause us lack
self-confidence.
EMBRACE VIETNAMESE
SELF-CONFIDENCE EVERYDAY
EMBRACE VIETNAMESE
SELF-CONFIDENCE
EVERYDAY
CANIFA is a Smart Casual Lifestyle brand, consisting in bringing the best COMFORTABILITY with THE WELL-DRESSED
EVERYDAYWEAR at the heart of EMBRACING THE SELF-CONFIDENCE IN EVERY VIETNAMESE EVERYDAY.
§ Millennials Family, with Moms
25 – 40 yrs as family key
shoppers, connected, care for
values, influence each other
tremendously.
§ Functional: bring the best
comfortability with the smart
casual lifestyle through the well-
dressed everydaywear.
§ Emotional: Embrace the self-
confidence through eliminating
the worry of not well-dressed
enough.
- Experienced Clothmaker
comfort,
- Vietnam brand in 20 years;
- To build up: Smart Casual RTBs
§ Embrace the self-
confidence through
eliminating the worry of
not well-dressed enough.

27. BrandKey
Essence
Root strengths
Competitive
environment
Target
consumer
Insight
Values
& Personality RTB
Benefit Discriminator
Millennials Family, with Moms 25 – 40
yrs as family key shoppers, connected,
care for values, influence each other
tremendously.Everydaywear category
As a mom, I want my family’s everyday outfits
to be comfortable yet well-dressed for us to
feel self-confident because I’m worried the
outfits which are not well-dressed will cause us
lack self-confidence.
Functional: bring the best comfortability
with the smart casual lifestyle through
the well-dressed everyday wear.
Emotional: Embrace the self-confidence
through eliminating the worry of not
well-dressed enough.
Value:
Smart, authentic, high quality, Comfort
Personality:
Self-Confident, caring, casual, laid back
Embrace the self-confidence through
eliminating the worry of not well-
dressed enough.
- Experienced Clothmaker comfort
- Vietnam brand in 20 years
- To build up: Smart Casual RTBs
§ Experienced clothmaker 25 years with
craftsmanship, technologies &
testimonials.
§ Nation wide retail chain.
EMBRACE
VIETNAMESE
SELF-CONFIDENCE
EVERYDAY

28. Brand Building ROADMAP
2020 - 2022 2023 - 2026
Keep on
winning ye
ye ye
IconicBrandofVietnamtobuild
3yearsdirection
Fornext3years
PROPOSITION
SMART CASUAL LIFESTYLE
THAT EMBRACES SELF-
CONFIDENCE EVERDAY.
Mix:
- Smart Casual products, accessible
for wide range of consumers at
affordable prices
- Keep strong comfort equity.
- Build up well-dressed for smart
casual
- Expanding retail & communication
to build proposition.
PROPOSITION
EVERYDAY VIETNAM SELF-
CONFIDENCE EMBRACER
Initiatives:
- UPGRADE CONSUMERS TO PREMIUM
SEGMENT, MORE CONFIDENT - SELF-ESTEEM of
VIETNAMESE?
- Reinforce KIDS SEGMENT – SOLVE THE
PROBLEM FROM THE ROOT – VIETNAMESE KIDS
SEFL-ESTEEM?
- Expand to YOUNGER CONSUMERS – First-
jobbers with Smart Casual?
- Consider remove EVERYDAY from brand idea?

29. Q & A t i m e e e e e e e e e e e e T _ T