Fastfashionanduniqlorecognition converted-180905172121

Fast fashion regconition and Uniqlo images

1. Q&MeisonlinemarketresearchprovidedbyAsiaPlusInc.
Fast fashion recognition and Uniqlo images

2. Overview
Uniqlofinallyannouncedtolaunchtheir
firststoreinHoChiMinhinfall2019.This
surveyisconductedtofindoutcustomer
awarenessinfastfashionbrandandthe
depthanalysisastoUniqlo.
Thesurveywasconductedto400male
andfemale18–39year-oldsinHoChi
Minh&Hanoi.

3. Fashion spending (monthly)
Average monthly spending for fashion is about 350,000 VND
Q. How much do you spend for clothes a month? (excluding accessories or shoes)
13%
16%
20%
15%
17%
9%
6%
4%
Less than
100,000 VND
100,0001 -
200,000 VND
200,0001 -
300,000 VND
300,0001 -
400,000 VND
400,001 -
500,000 VND
500,001 -
700,000 VND
700,001 -
1,000,000 VND
More than
1,000,000 VND

4. Fast fashion brand recognition
78%
72%
67%
55%
47%
40%
33%
22%
28%
33%
45%
53%
60%
67%
ZARA H&M Mango Uniqlo Gap Forever 21 Giordano
ZARA and H&M are the most recognized brand in Vietnam
Q. Do you know about <Brand name>?

5. Fast fashion brand recognition -Detail
78%
67%
86%
77%
83%
72%
22%
33%
14%
23%
17%
28%
ZARA
Female recognition of ZARA, H&M, Mango are similar. The differences are
found how the brands are penetrated among male
72%
62%
81%
75%73%
67%
28%
38%
19%
25%27%
33%
H&M
67%
54%
78%
64%
73%
67%
33%
46%
22%
36%
27%
33%
Mango
Q. Do you know about <Brand name>?

6. Uniqlo brand awareness
Uniqlo is recognized by 55%. The recognition is high among female
55%
45%
44%
64%
56%
36%
Male Female
54%
57%
54%
46%
43%
46%
18-24 25-29 30-39
by gender by age
Q. Do you know about <Brand name>?

7. Uniqlo awareness -Information source
On top of internet effect, sport player has given a certain contribution to its awareness
Q. (Those who know) How did you know about Uniqlo? (N=143)
InternetFacebook
Friends /
Relatives
From sport
player
wearing
Uniqlo
Newspaper TV MagazineOverseas tripOthers
Total 52% 41% 41% 20% 13% 11% 13% 8% 8%
Male 53% 40% 32% 26% 12% 16% 14% 11% 7%
Female 52% 42% 47% 15% 13% 8% 13% 6% 8%
18-24 46% 49% 43% 19% 15% 12% 16% 13% 7%
25-29 60% 29% 43% 11% 11% 9% 6% 0% 6%
30-39 58% 40% 35% 28% 10% 13% 15% 5% 10%

8. Uniqlo brand image breakdown
It has a dominant “good quality” image. What follows are fashionable and youth image
Q. What are the images of UNIQLO? (N=214)
Good
quality
Fashionabl
e
For youth
Good
design
LuxuriousFor adultAffordableInnovativeNew Others
Total 58% 30% 28% 27% 18% 18% 17% 15% 14% 3%
Male 49% 29% 33% 28% 29% 17% 22% 14% 22% 5%
Female 64% 31% 25% 27% 12% 18% 14% 16% 9% 2%
18-24 52% 24% 26% 27% 19% 16% 18% 23% 20% 6%
25-29 67% 33% 33% 25% 9% 22% 21% 4% 7% 1%
30-39 58% 37% 24% 29% 27% 15% 10% 17% 10% 2%

9. Uniqlo brand image vs ZARA and H&M
Uniqlo has better good quality image than ZARA or H&M but lacks in
fashionable, youth or good design factors
58%
30%
28% 27%
17%
15%
18%
14%
18%
3%
44%
53%
43%
41%
31%
26% 26%
19%
9%
1%
36%
40%
43%
36%
26%
24%
20%
16%
10%
1%
Uniqlo
ZARA
H&M
Q. What are the images of <Brand name>?

10. Summary
•Vietnamese average spending for fashion is limited
with 350,000 VND
•Among fast fashion brand, ZARA, H&M and Mango are
the brands with highest recognition
•Uniqlo is recognized by 55% of the respondents,
thanks to the online as well as brand ambassadors and
word of mouth
•All the major fast brands are recognized more by the
female than male
•Uniqlo is federated with good quality image, while both
of ZARA and H&M has stronger fashon, good design
images.

11. AUDIENCEPROFILE

12. Gender
Male, 44%
Female, 56%
18-24, 42%
25-29, 30%
30-39, 28%
Age
HCM, 56%
Hanoi, 44%
City
Household income
23%
41%
36%
<10M
10-20M
>20M
Respondents profile (N=388)

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15. Ouradvantage:DirectPanelManagement
Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research.360,000membersasofSept, 2018
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 PhongDong NhaiOthers
56%
44%
MaleFemale
Gender City

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