MARKET RESEARCH DATA ANALYSIS FOR NOSBYN

N O S B Y N DATA A N A LYS I S B O O K L E T

N GU Y EN TR U O N G ANH M INH . N GU Y EN D O M INH CH AU . PHU O N G N GO C THIEN TH ANH .

DU O N G TH ANH PHU O N G Q U YNH . V U ANH THU .

PH AN TR A H A TIEN

TA B L E O F CO N T E N T

III

EXECUTIVE SUMMARY

IV

INTRODUCTION

IV

LITERATURE REVIEW

V

ABOUT NOSBYN.

VII

METHODOLOGY

VIII

FINDINGS

X

DISCUSSIONS Demographic Marketing Product Preference Customers & Nosbyn

XXIV

CONCLUSION & RECOMMENDATIONS

I

E X E C U T I V E S U M M A RY

This report was commissioned to analyse the results of the survey customized for Nosbyn’s new fashion line targeting higher market and to make recommendation for Fall Winter 2018 collection of the brand.

The number of the sample questionnaire is 27 with 150 respondents, including 32 males and 118 females. The researchers draw attention to the fact that the number of the respondents who love nosbyn. is just slightly higher (55.3%) than those who do not prefer to shop at the brand (44.7%) as most of them are not familiar to nosbyn. Nearly one-fourth of these people think the designs are boring and 9% state that their spending does not equivalent to the products’ quality. Moreover, in recent years, an increasing number of both local and international rivals have appeared targeting the similar market.

In this report, the researchers also make relevant recommendation based on data carefully analyzed from the survey in order to design the new collection with products that meets the demands and requirements of consumers, as well as to propose an effective marketing campaign and branding idea to reach out target customer segment.

III

li t e ra t u re rev i ew Vietnam is reported to become increasingly competitive in clothing and footwear industry in the forecast period (Euromonitor 2016) since highlights of the industry show healthy growth.

Despite the invasion of global giant such as Zara and H&M, locally designed clothing became increasingly popular with consumers, especially with those living in major cities such as Hanoi and Ho Chi Minh City, according to Euromonitor.

Even though GNI per capita of Vietnam is still low by the time of 2015 with the amount of 1,990 USD (World Bank), there is gradual economic improvement, higher living standards and better awareness of Vietnamese consumers about using branded products that contributes to the healthy growth of clothing purchase in 2016. Moreover, a research by Nielsen has shown that local company in Vietnam enjoyed a growth of 5% in sales venue within the 2 years period of 20122014. Nielsen also predicted that going local is the next thing to win Southeast Asia consumers nowadays.

Therefore it is strongly important for Nosbyn to consider of highlighting the local element in product development and branding.

However, the influence of international competitors in Vietnam should not be overlooked. Vietnamese consumer’s preferences on high street and fast fashion brands is still strong. Zara is reported to choked 5.5 billion VND ($446,000 US) for their first day of sale in HCMC (Insider Retail Asia 2016).

Tatsu Yano, director at the Singapore branch of Japanese department store chain Takashimaya, asserted that customers’ demand for high-end fashion in Vietnam is still high, considering the young population and the rise of the country’s middle class (Tuoitrenews 2016). H&M also officially announced on their official website that first store of the Swedish fast fashion brand will be established in Vietnam in 2017.

T

his report is consisted of information collected and analyzed from primary and secondary research.

Regarding the primary research, the survey is conducted online within Vietnam from March 15 - March 22, 2017 among primary target customer of nosbyn. and potential customer of nosbyn.’s upper market collection for Fall/Winter 2018.

By listening to the industry, examining the relevant data and carefully considering the impact of trends and changes in the market, we develop our recommendation in each section including Design, Marketing , and Branding for the purpose of n by nosbyn.’s Fall/Winter 2018 development and nosbyn.’s branding enhancement. The result is expected to meet the demands of customer, match market trends and the criteria of the industry partner, and recommendation is carefully considered and designed to be possibly applied for action plan.

Regarding local competitors, as there is growth in interest of local fashion brands, Nosbyn is also facing a rise of local competitors, not to mention a portion of them having similarities in terms of design and branding with these of Nosbyn. As a result, it is strongly recommended that for the new line establishment there should be developed with original, innovative and distinctive elements in order for Nosbyn to impress and become competitive in the market .

IV

n o s by n A clothing store which based in Vietnam and pursuits ‘minimalism’ style. The items nosbyn. create can be easily mix-and-match together and most importantly they are everyday wearable. Started out as an online clothing shop and now growing further to not only online selling, nosbyn. understand any expectations customers may have for them and their aim is to bring happiness and joy to all of thier customers.

ta rg et cu s to m e r nosbyn. customers are urban women at the age from 20 to 35 years old. Whether being a student or young professionals, nosbyn. women are all in love with simplicity and elegance. Their need is to dress versatilely with a noticeable twist in details.

m a r ket in g mi x p ro d u c t

p ro m o t i o n

nosbyn. specializes in womenswear. The brand provides a wide range of clothing including tops, trousers, dresses and skirts. More than that, nosbyn. also delievers shoes and accessories. One of nosbyn. signature is crop-top. At nosbyn., the design philosophy is always simple yet simple focus, the minimal silhouettes become special with a twist in cut. Color of nosbyn. maintains cool tones throughout the year, only the signature crop-top is available in a variety of colors.

As a Vietnamese brand, fabrics of nosbyn. is sourced locally, especially in Ho Chi Minh City. The size range is quite limited and small. However, some exported products are adjusted to adapt with foreigners’ size.

nosbyn. successfully builds its strong online marketing channels with the noticeable amount of followes on Facebook ( over 70.000 likes) and Instagram (over 109.000 followers). Via online pages, nosbyn. presents monthy lookbooks to launch thier new arrivals to customers as well as notice sale-off events. nosbyn. also have membership and special discount for loyal customers.

co m p et i to rs Vietnam fashion market is becoming more competitive than ever, especially in Ho Chi Minh City.

Few years ago, nosbyn. only had to compete with other local brands such as the Blue T-shirt, Dottie, Libe & Soda Pop and international brands, Topshop and Mango. More new comers joined in the competition in 2016 with the emergence of flea- markets and influence of Instagram shopping toward young generation.

The latest existence of Zara is the biggest challenge.

Those named brands have significant difference in pricing strategies but generally target the same segments. In order to stand out, nosbyn. is in demand of improving its brand identity, quality and designs.

p r i ce Price range at nosbyn. is various, from 100.000 to over 1.000.000 VND. With the variety of price, customers coming to nosbyn. easily afford a piece of clothing with their budget. Pricing strategy of nosbyn. is simple with the markup of 2.5 for tops and trousers; 3 for dresses. Throught the year, nosbyn. discounts from 10-50% for special events and up to 70% twice a year for clearance sales.

p l a ce nosbyn. initially started as an online clothing brand. Up to now, the brand still maintains its strong e-commerce.

Besides, nosbyn. owns two wide retailing space, one at 77 Mac Thi Buoi, distric 1, Ho Chi Minh City and the other in Vincom Royal City, Hanoi. Furthermore, nosbyn. also in collaboration with foreign partners, which are Voyager + Revolver to delievers their designs to San Francisco and Los Angeles.

trendy zara ren by tee dottie libe

topshop mango

nosbyn

a ffo rd a bl e

expe n si ve the blue t-shirt

basic

V

Vietnam market positioning

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m et h o d o l o g y This survey was conducted to understand nosbyn.’s target customer’s opinions and preferences in terms of clothing purchase in general, their experiences with nosbyn. (if they had previous purchase of the brand), their expectations towards local clothing and improvement that customers believe nosbyn. should make in order to win the heart of customer. The findings are analyzed to develop recommendation for direction of product design, marketing activities and branding strategy for nosbyn.’s Fall-Winter 2018 Collection of higher narket than the recent primary market of the brand.

The respondents belonged to target customer group of nosbyn. Vietnamese and foreigner. Since the collection will be retailed offline and online, sampling method is not limited within HCMC, yet HCMC residents still accounted for the majority of the total respondents since they are more likely to have encounter with the brand in advance.

Occupations of respondents are varied, yet the researchers focus on the group whose income is adequate for nosbyn’s average price point.

Thus the survey was distributed in areas such as RMIT University, cafes and shops located around nosbyn.’s flagship store (Mac Thi Buoi street and nearby routes). Regarding survey distributed online, receivers are selected carefully in terms of interest in fashion and lifestyles. The researchers figured out per se if the respondents are likely to purchase for items from nosbyn. as well as those from the brand’s direct competitors in the market. This is to avoid any bias response that might conflictingly affects the analysis. The research represented under quantitative manner.

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fin d in g s After conducting survey, the findings are converted into inforgraphic form presented in attached booklet, including:

Demographic Marketing Product preference Customers & nosbyn.

VIII

IX

DISCUSSIONS

X

Demographic Marketing Product Preference Customers & Nosbyn

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d e m o g ra p hi c “ D em og ra phi c i s the ini ti al f ra mework to develo p a s ucce s s ful b us in ess. A firm ne eds to know wh o t h e ir ta rg et audi ence i s, in ord er to d eli ever the ri ght p rod cut to th e ri ght place at t h e r ig ht tim e...”

There are 150 people participating in the survey of 27 questions, including 32 males and 118 females.

The number of female is much higher than that of their male counterparts because Nosbyn, by this time, has produced and retailed only womenswear.

Yet opinions of their male friends are also a factor that affect clothing purchasing decision of most Vietnamese women, hence we were eager to examine Vietnamese men’s appertize on womenswear as well as Nosbyn as an womenswear brand. (figure 1) According to Fig.3, 57.5% of the respondents were students, 28.55% of those were professional workers, 13.3% freelancer the rest of respondents remained housewives (0.6%). The largest age group of respondents is 18 - 30 years old taking up 92.85 percent. The researchers sent out survey for this group the most with intention because they are the primary target consumers of Nosbyn. Nearly 5 percent of respondents are at the age of 30 to 40. This group has the strongest purchase power among other age groups surveyed, they are more willing to purchase for a

> 40 30-40 18-30 < 18

figure 2. Age 47.45%

22.7%

< 5 mil

18.2%

5-10 mil 10-20 mil

11.7%

> 20 mil

figure 4. Income status

32

higher price point line of Nosbyn, but their criteria and requirement for items also higher. Therefore, all of their opinion in later questions should be prioritized when making final recommendations.

Fig.4 indicates the income of all the interviewees, this suggests the amount of money consumers are willing to spend for clothing out of their income. Nearly half of them earn less than 5 million a month, which perhaps belong to students, graduates and newbie officers’ salary. However, students’ funding for clothing purchase could come from family also. 22.7% of the respondents earn 5 to 10 million taking up the highest proportion, 18.2% and 11.7% earn 10 to 20 million and over 20 million respectively. It is noticeable that the workforce of survey group is young with more than 90% are under 30, yet 29.9% of surveyed people have the salary of 10 millions and upper which is adequate for purchasing items from Nosbyn’s new line. Thus even the new line with slightly higher price point applied targets upper market,it does not mean the new collection is a complete shift to meet the demand of older age group of consumer in terms of product designs, branding identity and marketing strategy.

male

118 female

figure 1. Gender

freelancer 13.3%

housewife 0.6%

Professional worker 28.55% student 57.5%

figure 3. Occupation

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m a r ket in g

sale only 7.4%

weekly 10.2%

randomly 40%

monthly 33.4% quarterly 9.0%

figure 5. Shopping frequency

15% family & friends

According to the Business Studies and Assistance Center (BSAC), 70 percent of urban Vietnamese consumers buy fashion products every month, and their spending for those items accounts for 18% of total monthly expenditure (Domestic fashion: weaknesses in distribution and designing stage 2008).

To clarify, the survey result shows that 33.4 percent of respondents go shopping every month and 40% of them visit the shops anytime they enjoy (figure 5).

25% celebrities & fashion icons 45.3% magazines & social media 14.7% styles in stores figure 6. Fashion inspiration

ZARA

PULL & BEAR

UNIQLO

MANGO

H&M

Consumers are becoming more ‘digital’ and they are turning to social networks for multiple activities which affects their purchasing decision according to a research by eMarketer (2016). This is phenomenon that compared to the response received, the researchers have found that nearly half (45%) of respondents said that reading magazines and looking for reviews and feedback on social media influence their decision of buying fashion items. A quarter of respondents is inspired from celebrities and fashion icon’s styles, which are also daily spread on those online channels apart from social media. 15% are more likely to get involved in purchasing by listening to their friend and family. The rest of 15% said that styles available in store motivate their purchase. (figure 6)

COS TOPSHOP

BERSHKA

figure 7. Favorite brands

19.7% love it 63.8%

neutral

10.2%

hate it

The majority of response is Zara, the brand hitting the success since its first debut to the Vietnamese market, followed by H&M, Topshop, Mango, Bershka, Uniqlo and COS. Besides those international names, Libé is the local one that is mentioned the most in this survey. Also 83.5% prefer clothes at VNXK* stores and consider of buying it as these stores provide items from brands mentioned above with relatively much cheaper price. (figure 7 & 8)

6.3% have no idea what it is figure 8. Attitude toward local brands/VNXK

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m a r ket in g “Unde rs tanding cu s tome rs ’ s h opping ha bi t s is one of t h e e l e me nt s l e ading to b uild u p a fir m s t rat e gy fo r b us ine s s ’s s u cce s s . This par t is an ov e rvi ew o n target cu s tome r pu rch as ing b e h a vi o rs re garding h ow, wh at and wh e re . ”

56.95%

22.25%

20%

More than half of the target group (56,95%) claims that they would love getting into stores, finding items and enjoying the visual display rather than online shopping.

In addition, one-fifth of respondents prefer going to shopping mall where they can have multiple choice of brands and enjoy the atmosphere. The remained 20% of target audience asserting buying online. Lastly, the targets do not pay much attention to shop at outlet who only accounts 3 percent among the response. (figure 9)

2.30%

shopping mall

store

outlet

online

figure 9. Distributions

*VNXK is the abbreviation of Vietnam Xuat Khau (literally translated: made in Vietnam exported garment) : When fashion garments being outsourced to manufacturers in Vietnam (made in Vietnam) by multiple brands such as: Mango, Zara, Topshop, Oasis, H&M, M&S, BCBG Maxazria, and so on; there would be garments unofficially distributed to the market by people working in the manufacturer, those usually are garments that do not pass the QC check, garments sewn using extra remaining fabrics in the factory, and the likes. These garments are distributed in stores specialized in retailing this type of products. The price is usually equal half or one third of the price of original products of the label retailed in stores.

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m a r ket in g 1

2

3

4

5

20.6%

20.4%

22.2%

17.8%

19%

23.4%

22.3%

28.4%

14.1%

11.9%

32.3%

19.5%

9.5%

14.3%

24.4%

13,1%

23.7%

29.2%

23.1%

10.9%

29.1%

21.2%

10.3%

13.9%

25.5%

location

window display

in-store design

music & scent

staff figure 10. Store factors

most important

1 2 3 4

5

less important

news 4% instagram 47.15%

video 11.95% google 3.4%

facebook 33.75%

website 15.7%

influencersâ&#x20AC;&#x2122; reviews 10.05%

lookbook 74%

figure 11. Social media

figure 12. Types of content

6.3% additional gifts/services 70.9%

29.95%

love it

62.6%

sale-off

22.8% buy 1 get 1

8.15%

figure 13. Promotional offers

figure 14. Attitude toward sale-off

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neutral

donâ&#x20AC;&#x2122;t care

m a r ket in g

Atmosphere has a strong impact on customer perceptions and behavior that brand must concern. According to the response, most people (30%) chose in-store display when being asked which factors affect their purchase the most when shopping at physical store (fig.10). This is followed by other factors, namely staff services, visual display and music, which account for 29.05 percent, 23.35 percent, 13.1 percent, respectively).

As social media increasingly develop its platform enabling direct purchasing, many brands have implemented this shopping method into their business. Although consumers would possibly not make direct purchase through these channels, it is potential to acknowledge which are their frequent visit sites as references for making the right marketing strategy. Nearly half of online shoppers (47.15%) said that they follow brands on Instagram for browsing products and inspiration to purchase. Facebook, in turn, is the next destination for their shopping ideas. Additionally, the survey found that website is not so appealing to Vietnamese consumer that only 15 percent of respondents buy products through this site, followed by Google (3.4%). (fig.11) XVI

Before going further, it is crucial to determine the right type of content to reach the target audiences.

Lookbook, a visual marketing content, attract most of the respondents as 74% of them are willing to consider buying products due to its alluring presence, while 11.95 percent of targets enjoy brands by looking at its promotional videos. On the other side, 10.05% of consumer have a tendency of trusting reviews from influencers and news (4%). (fig.12) Playing a role of businessâ&#x20AC;&#x2122;s voice spreading out its message to the market, promotion should not be overlooked. Sale off, as expected, sponge off maximum attention from the target group that more than 70% of them showing their excitement toward it.

In addition, nearly a quarter (22.8%) of respondents prefer the form of â&#x20AC;&#x2DC;Buy 1 get 1 freeâ&#x20AC;&#x2122; and the other 6.3% love receiving additional gifts or services.

For example, they can receive vouchers of brand Y if they buy products from brand X. (fig. 13 & 14)

p ro d u c t p refe re n ce “ This pa r t is the analysi s of cu s tom ers’ speci fi c des ires o n no s byn. product ch aracteri s ti c s in t e r ms of d es i gns , details , co lo rs a n d siz in g . Having know ledge of cu s tom ers’ preference i s an a d v a n ta g e in improving b rand ’s p e r for m a nce ...”

style 80.6%

price 64.75%

materials 53.05%

comfort 50.65%

color 48.7%

brand 30.7%

tops

70.7% dresses

18.7%

others 10%

bottoms

8%

others

2.6%

figure 16. Most considered criteria

Style, price and material are three big elements that the respondents consider while shopping for clothing (Figure 16). This can be explained as the standard of living in Vietnam is improving, people start to concern about their social appearance and invest more on fashion and update the latest international trends (Vietnam Investment Review 2017), especially style is ranked at the first position compared to other criterias in the survey. Price is always a big concern for buying decision, especially when the large number of respondents having income under 5 million.

Although concern about the price, customers still demand products to have high quality, which is proved by next highest criteria, comfort, chosen by 50.65% of people. The color and brand criteria are less concerned. This can be due to the fact that color are preferred to follow trends and brand awareness of Vietnamese customers are not high.

figure 15. Product categories

According to figure 15, it is clear that tops (70.7%) and dresses (18.7%) take the highest amount in people wardrobe than other pieces. People tend to invest more on blouses and tops, for example white blouses, because it can not go wrong with any other pieces (Armstrong, 2013). Only 8% of respondents love buying bottoms and 2.6% of them choose to buy other categories including coats, jackets, jumpsuits as these items are hard to wear in Vietnam due to the tropical climate and hot weather.

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p ro d u c t p refe re n ce

others-2.15%

neutral -87.1%

versatile-51.25% bright -19.45% formal-17.15% always-6% never-4.1% freesize-2.65%

L-8

S-

%

figure 18. Color selection M-

61

.9

%

figure 17. Types of design

%

often-17,1%

.6

dark-20.65%

.85

casual-59.4%

pastel-40.65%

26

trendy-24.45%

Vietnamonline.com stated that fashion in Vietnam has a touch of elegance and smartness embodied in Vietnamese dress code, and modern Vietnamese fashion has been subject to a lot of Western influence so the dress code is very casual, relaxed.

Furthermore, Vietnamese young women prefers minimalist clothing which has simple color and a high application but suitable for many activities.

A significant numbers of the respondents (59.4 percent) choose basic as their favourite type of attire.

Although basic is easy to wear, 51.25 percent of all still want date to night items, which are not boring design with a small twist to enhance their appearance.

The result of figure 18 shows that over threefourth of participated women enjoy to have their clothes in neutral colors more than bright and dark tones. Pastel colors is also a considerable shade for some people additionally (34 percent).

Based on this, we can understand that our target customers prefer safety colors, mostly because neutral and peaceful shade create an elegant look, easy to go for different occasions and not perplexe people when combining with other colors.

figure 19. Size

sometimes-72.8%

figure 20. Buying matching items

There is a large difference between medium size and small size selection among the respondent. About 63.5 percent of them prefer medium size while small size are less preferable, around 27 percent (figure 19). What to be surprised here is that only 1.4 percent of them choose free size. This should be noticeable for Nosbyn to do sizing due to its lack of size variety, most of the items are in one size fits most, which is hard for people to buy one because they may find nothing appropriate to their body shape.

When being asked about purchasing a matching piece after deciding on one item (figure 20), nearly there -fourth of participants agree on this double shopping habit. Instead of buying one, they have to buy two due to the difficulty of finding matching item to wear with the new one after leaving the store. For that reason, Nosbyn should produce and display its whole sets of product for each style not only to educate shoppers but also to increase the sales and profits.

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p ro d u c t p refe re n ce

embroidery-50.05%

drapes-10.8%

fringes-10.8%

buckles-17.15%

cut-out-67.25%

calf-length 11.95%

maxi 7.85%

figure 21. Favourite details

geometric-14.85%

abstract-48.9%

above-knee 42%

checked-17.35%

floral-41.45%

figure 23. Skirt length stripes-34.65%

figure 22. Favourite types of pattern

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knee-length 11.95%

p ro d u c t p refe re n ce

Moreover, floral print and cut-out details are in top favourable features on apparel of all the respondent, which matches with this year fashion trend. Vogue Paris (2017) presents that blossom print with a breath of the 70s and hide-and-seek cut-outs are brought back on 2017 catwalk trend. Besides, not to be missed, embroidery, stripes and abstract print are also selected by a lot of participations (figure 16 & 17).

Furthermore, over three-fourth of women prefer their skirt at above or right knee-length to skirt at calf-length and maxi skirts (figure 18). Asian women in generally are thin (Voss, 2014), thus, with beautiful legs, they are willing to show up their beauty and not afraid of wearing short skirts. Another possible reason for these selctions maybe due to the climate and weather of Vietnam, therefore, they need to wear functional skirts with above knee to knee-length for easy movement.

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cu s to m e rs & n o s by n

yes-55.3% no-44.7% figure 24. Brand awareness rate

24.7%

boring designs

8.9%

unreasonable prices

66.4%

donâ&#x20AC;&#x2122;t know nosbyn

figure 25.1. The reasons

The number of the respondents who love Nosbyn is just slightly higher (55.3%) than those who not willing to shop at the brand (44.7%) in figure 24. Most of them is not familiar with the brand. Nearly one-fourth of respondents who do not satisfy with their purchase at Nosbyn state that the designs are boring and 9% believe product quality does not equivalent to their purchase.(Figure 25.1)

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cu s to m e rs & n o s by n

t-shirts

dresses

shoes

crop-top

trousers

skirts

figure 25.2. Most purchased items

1

2

3

4

5

unsatisfied

satisfied

figure 26. Level of satisfaction

smaller sizing reasonable pricing

style variety materials

figure 27. Improved criteria

To those who prefer purchasing at Nosbyn, dress and shirts are ranked at the first and second position, respectively, which presents their most frequent items being bought from the brand (Figure 25.2). With this new line of products, the majority of Nosbyn customers will be professionals drop to the 20s to 30s age with busy lifestyle juggling work, family and social commitment, yet they want to look stylish and modern at the same time. Therefore, they chose dresses which could be wore and styled easily. Furthermore, Nosbyn fabric used are often wrinkle-free, as the result, Nosbynâ&#x20AC;&#x2122;s dress reported to be the item that everyone chases to have the most.

Besides, these audience has showed their shopping satisfaction, mostly at 3 and 4 point in a scale of 5 when answering about how they feel while purchasing at Nosbyn brick and mortar (Figure 26).

We collect customerâ&#x20AC;&#x2122;s feedback and opinion on how Nosbyn could improve to satisfy its target consumers in the near future. Improvements are mostly expected to be made in terms of product design, fabric and shopping channel (fig.27). They prefer Nosbyn to provide more styles, better fabric quality, and more body-fitted design to highlight the female figure. Respondents also suggested that website should be updated more frequently and a there were also demands for store locations in other districts within HCMC.

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CONCLUSION & R E C O M M E N D AT I O N S

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DESIGN

With regards to design elements, the collection should be designed focusing on the ‘Style’ element as it generates the most interest from respondents. This ‘Style’ should not only maintain nosbyn.’s design philosophy but also reflect the forecast A/W 17 trends. The signature tactic of nosbyn.s’ feminity in this collection should be represented by various twists in silhouettes, colors and details. To be specific, silhouettes seems loose and airy yet still slightly emphasizes the natural body curves.

Next, fabric choice should be carefully taken into consideration, not only meet the higher-end market demand but also suitable with complex climate conditions varied by regions during A/W. In terms of color range, the neutral tones selected should maintain the elegance and reflect trendy palettes simultaneously.

However, minor adding of dark tones could also acceptable as a new sense for the complete looks. Moreover, key trend details should also be added to this collection as new breath. Besides the traditional feminine prints, redefining patterns is also the way to provide vibrancy for the collection.

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MARKETING

If students often shop randomly and only purchase from 1-2 pieces each time as they have too many choices in the emerging market, busy adults may only do it monthly, but a lot at once. And once they love the products and feel familiar with the brand, they would prefer to stay loyal. Simply because they have stable income but don’t have much time away from work to go around and be picky.

It can be seen in figure 8 that more than half of the responders prefer to shop physically in store and 22.25% of them go to shopping mall since they can switch from one brand to another easily. This perhaps indicates Vietnamese shopping habits, their preference to experience the products before making purchase decision. In addition, in-store design and staff are the two factors were rated as ‘most important’ factors that affect customer’s purchase when shopping in store. Therefore, it is highly recommended nosbyn. to pay more attention on physical stores in terms of visual merchandising, product displays, as well as staff training in order to bring about the best shopping experiences for customers to encourage their return and further purchases in the future.

However, online shopping should not be overlooked as there is a potential growth in consumer prefer to shop online, especially in the first dynamic cities like HCMC with people’s lifestyle becoming more and more busy in addition to the complexities in traffic and the lack of parking space that prevents customers to shop directly at store.

Social media has a huge impact in Vietnamese society. According to wearesocial 2016, Vietnamese, mostly age group of 20-29 years old, spends an average of 2 hours 18 minutes per day on social media with Facebook ranks the first (29%) and Instagram the second of the most visited sites. 45% of surveyed people also said that reading magazines and looking for reviews and feedback on social media influence their decision of buying fashion items. A quarter of respondents is inspired from celebrities and fashion icon’s styles, which are also daily spread on those online channels apart from social media. Thus social media should be considered as one of the most effective tool to boost sales for nosbyn., to keep in touch with and inform recent customers, and to reach potential ones with new campaign and promotion.

However, in order to distinct the new line introduction with the current one, an email marketing campaign for the launch of the new collection would be a perfect choice - as this will help to clearly differentiate the position of the line and avoid saturated factors using social media. After that, weekly EDMs and quarterly Customer Satisfaction Survey can automatically be sent to maintain customer relationship and collect important data for client information record & business improvement. From that, sales staffs may also develop a deeper relationship with some very potential customers, which can lead to another marketing strategy called personal selling learned from the luxury market in the future.

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