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Vietnam fashion behaviors survey

Overview Vietnamese spend more on the fashions as their income increases. This survey was conducted to understand their behaviors in fashions into deep. The survey was conducted to 512 Vietnam male and female 18-39 year olds

Interests in fashion

Fashion Health Food Travel

Entertainment (movie,

music, book etc)

Living Electronic Motorbike / Car Sport Cosmetics

Total 34% 59% 40% 35% 30% 24% 21% 17% 16% 12% Male 21% 51% 25% 35% 35% 25% 37% 31% 27% 3% Female 47% 67% 55% 35% 24% 22% 6% 4% 5% 22% Under 25 37% 51% 36% 34% 38% 24% 19% 16% 16% 14% 25 & above 32% 65% 43% 36% 24% 24% 23% 18% 16% 11% Under 9M HHI 29% 54% 39% 33% 34% 25% 23% 16% 19% 12% Over 9M HHI 42% 65% 41% 39% 24% 22% 19% 19% 13% 13%

Interests in fashions are high among female and those who has 9M HHI (household income) and above

Q. Please choose 3 items that you are interested in? (N-512)

Locations to buy

Local shop Supermarket Shopping mall Brand shop Facebook shops EC Department

store From friends /

relatives Others I do not buy clothes myself

Total 48% 31% 28% 24% 21% 19% 15% 11% 6% 6% Male 42% 29% 28% 22% 16% 14% 16% 8% 7% 8% Female 55% 33% 27% 26% 27% 23% 15% 14% 5% 4% Under 25 52% 26% 23% 18% 24% 17% 11% 8% 9% 8% 25 & above 46% 35% 31% 29% 19% 20% 18% 13% 4% 4% Under 9M HHI 51% 22% 21% 17% 20% 14% 10% 11% 10% 6% Over 9M HHI 45% 43% 36% 33% 23% 26% 22% 11% 1% 5% HHI 9M VND and above 14% 12% 22% 17% 18% 30% 26% 5% 31% 1%

Local shops are dominating and supermarket follows in general. Those who have higher income tends to buy at multiple locations

Q. Where do you buy your clothes at? (N-512)

Amount spent

Less than 100,000 VND

100,001 - 300,000 VND

300,001 - 500,000 VND

500,001 - 750,000 VND

750,001 - 1,000,000

VND

1,000,001 - 2,000,000

VND

2,000,001 - 3,000,000

VND

More than 3,000,000

VND Total 12% 32% 23% 14% 11% 6% 2% % Male 14% 27% 26% 12% 11% 7% 2% % Female 10% 36% 21% 15% 11% 5% 1% % Under 25 19% 41% 22% 6% 7% 4% 0% % 25 & above 7% 25% 24% 19% 13% 7% 3% % Under 9M HHI 18% 40% 22% 9% 7% 3% 1% 0% Over 9M HHI 5% 21% 25% 20% 16% 10% 2% 1%

46% spends less than 300K VND per month or lower. Higher household income people spend more on fashion

Q. How much do you spend for your clothes monthly? (N=483), those who buy clothes for themselves only

Favorite fashion brand

Q. What are the fashion brands that you like? (Free answers)

No.1 No.2 No.3 No.4 No.5

No.6 No.7 No.8 No.9 No.10

Important factors in fashion (By Rank)

Cost Design Quality Brand Material Color Country of origin Shop to buy

Total 5.6 5.3 5.1 4.8 4.8 4.2 3.8 2.5 Male 5.3 5.2 5.2 5.1 4.6 4.1 3.8 2.7 Female 5.9 5.4 5.0 4.4 4.9 4.3 3.7 2.4 Under 25 5.7 5.2 5.4 4.6 4.7 4.0 3.8 2.6 25 & above 5.6 5.4 4.9 4.9 4.8 4.4 3.7 2.5 Under 9M HHI 5.5 5.3 5.0 4.6 4.8 4.2 3.9 2.7 Over 9M HHI 5.7 5.4 5.2 4.9 4.6 4.3 3.5 2.3

2.0 2.5 3.0 3.5 4.0 4.5 5.0 5.5 6.0 6.5

Cost comes as the most important factor, followed by design and quality

Q. Please rank based on the importance in choosing fashion. (N=512) * The respondents were required to put the importance in ranking. We put the scores according to them (1st=8 pts, 2nd=7 pts). The chart shows the average of the score

Opinions about clothes purchasing – Likes shopping?

Female and wealthy group have higher ratio of those who like shopping clothes

Q. Please choose what is applicable to you about fashion shopping (N=512)

Total Male Female Under 25 25 & above Under 9M HHI Over 9M HHI Strongly agree 22% 15% 30% 22% 23% 21% 25% Agree 21% 18% 23% 20% 21% 18% 23% Average 47% 53% 42% 50% 46% 50% 44% Disagree a little 2% 3% 2% 1% 3% 2% 3% Disagree 7% 11% 4% 6% 8% 9% 6%

I like shopping clothes

Opinions about clothes purchasing – Cost / brand

Cost factor is considered to be important Q. Please choose what is applicable to you about fashion shopping (N=512)

Total Male Female Strongly agree 15% 14% 15% Agree 29% 23% 36% Average 44% 47% 40% Disagree a little 6% 7% 5% Disagree 6% 8% 5%

Cost performance is the most important

Total Male Female Strongly agree 10% 10% 10% Agree 21% 19% 22% Average 37% 32% 43% Disagree a little 17% 19% 15% Disagree 15% 20% 9%

Brand is not important (especially as many fake products in Vietnam)

Opinions about clothes purchasing – Quality / brand

Those who would pay extra for quality is higher than that of brand Q. Please choose what is applicable to you about fashion shopping (N=512)

Total Male Female Strongly agree 19% 20% 18% Agree 32% 30% 34% Average 32% 31% 33% Disagree a little 10% 11% 9% Disagree 7% 9% 5%

I pay extra for the high quality products

Total Male Female Strongly agree 19% 21% 16% Agree 29% 26% 31% Average 38% 35% 42% Disagree a little 8% 9% 7% Disagree 6% 8% 5%

I pay extra for branded products

Experiences in buying / selling fashion items online

63% have bought the fashion items online, while selling items are limited to 14%

63% 62% 64% 59% 66% 57% 70%

37% 38% 36% 41% 34% 43% 30%

Total Male Female Under 25

25 & above

Under 9M HHI

Over 9M HHI

Buying fashion items

Yes No

Q. Have you bought fashion items online / Have you sold clothes online before? (N-512)

14% 12% 16% 16% 13% 13% 15%

86% 88% 84% 84% 87% 87% 85%

Total2 Male Female Under 25

25 & above

Under 9M HHI

Over 9M HHI

Selling fashion items

Yes No

Reason for using online for fashion items

Variety of products Time saving Cost Promotion /

Discount Many

design / color option

Trusted brand (no

fake) Quality Variety of

sizes Many

reference by the models

Others

Total 61% 58% 47% 44% 33% 24% 20% 12% 4% 4% Male 62% 54% 48% 40% 26% 23% 18% 10% 4% 4% Female 60% 61% 45% 48% 39% 25% 22% 14% 4% 4% Under 25 62% 51% 52% 40% 29% 29% 21% 14% 6% 4% 25 & above 60% 63% 43% 47% 35% 21% 19% 11% 3% 4% Under 9M HHI 60% 54% 47% 42% 32% 28% 22% 11% 5% 5% Over 9M HHI 62% 62% 46% 47% 34% 20% 18% 13% 3% 3%

Product variety is the main reason of using online services for fashion Q. What are the reasons that you use online shops to buy clothes? (N=512)

Top Popular online channel for fashion items

Q. What stores have you used before? / What store do you use the most? (N= 210) (Free answers)

50%

18% 9% 8% 5% 5% 3% 2% 2% 2% 2% 2% 2%

21%

4% 3% 2% 2% 2% 1% 0% 1% 0% 0% 1% 1%

All Most

Lazada is the ones that are used nearly half of online fashion shoppers

Average Vietnamese behaviors in fashion

Yes, 63%

No, 37%

Online shopping experiences

48%

31% 28% 24%

Location to buy

23% 20%

16% 11%

Cost Quality Design Country of origin

Important items

Favorite brand

High spender behaviors in fashion(those who spends 1M VND and above monthly)

Yes, 85%

No, 15%

Online shopping experiences

59% 44% 37% 35%

Location to buy

33% 26%

15% 15%

Brand Quality Design Cost

Important items

Favorite brand

Summary – Comparison of normal users and high spender

Average High fashion spenders (over 1M monthly spending on fashion)

Average spending 470,000 VND 1,807,000 VND

% of users 100% Top 7%

Location to buy Local shop, supermarket, shopping mall

Shopping mall, department store, brand shop

Important factors in fashion Cost > Quality > Design Brand > Quality > Design

Favorite brand Adidas, Nike, ZARA, Mango Gucci, ZARA, Adidas, VERSACE

Online shopping experiences 63% 85%

Respondent Profile (N=512)

Female 50%

Male 50%

Gender

18-22 33%

23-29 34%

30-39 33%

Age Group

20%

38%

22%

12%

9%

Under 4,000,000 VND

4,000,000 - 9,000,000 VND

9,000,001 - 14,000,000 VND

14,000,001 - 20,000,000 VND

Above 20,000,000 VND

Household Income

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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

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. 250,000 members as of July, 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

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