FAS H I O N MAR K E T I N G
& BRAND AUDIT

Course Name: Introduction Fashion Marketing

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T A B L E of C O N T E N T​
Part 1: Marketing Audit
Introduction

Competitor Analysis

- Brand Overview

- Competitor & its SWOT

- Brand Mission

Target Audience

Situational Analysis

Marketing Mix 7P's

- PESTLE

- Product

- SWOT

- Price
- Place
- Promotion
- Peole

PART 2: Brand Personality
- Brand image
- Brand identity
- Market perception
- Attributes

- Symbolism
2

Figure 1: BOO's clothes.


BRAND OVERVIEW
I The history of BOO – BOO which opened
N the first store in 2003 in Ha Noi,
T was established by 2 brothers – Do Viet Anh
R and Do Viet Hung. In 2009, they decided to set
up BOO Limited Company.
O
D Types of products – BOO sells
diversie types of clothes such as jackets, TU shirts, Jeans, and accessories for Vietnamese
C youth. The printed T-shirt is a main item,
T accounting for 90% of total its products. (Bota
I 2019)

O The style – the main characteristic of BOO is
streetwear. BOO's clothes always show
N Vietnamese traits, following the modern,

Figure 2: BOO's clothes.

dynamic, and street style. (To 2019)

BOO's physical stores – There are 40
stores in Vietnam, including 22 clothing
stores in Hanoi, and 7 shops in HCM city.
(BOO website n.d.)

Figure 3: BOO's store.

BOO's online channels
- Less than 50 thousand total visits to
BOO's website over 6 months.
(Similar Web 2021)
- More than 819 thousand followers on
Facebook. (Facebook 2021)
- About 93 thousand followers
on Instagram. (Instagram 2021)
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Figure 4: BOO's clothes.


BRAND MISSION
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Figure 5: BOO's banner.

Doing business is not just only making a profit but also contributing to
society and inspiring to bring about positive changes among young

people and become a worthy brand of Vietnam.
BOO strives to uphold CORE VALUES:
"Young spirit - Never slow down – Always be creative - Don't be
afraid of limits - Keep yourself on the ground - Love your origin"

BRAND OBJECTIVES
BOO focus on those below objectives to fulfill the demands of its customers:
+ Various purposes: buyers use for staying at home, going out with family,
sweetheart, and friends.
+ High-quality fabric: users wear 2-3 years.
+ Product variety: BOO also sell accessories such as hat, mask, and shoes.

+ Design: young, modern, and dynamic.


Figure 6: BOO's banner.

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PART 1: MARKETING AUDIT
PO LITI CAL & LE GAL E NVI R O N M E NT
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- GOVERNMENT RELATIONSHIPS WITH INDUSTRY:
+ Due to the impact of Covid-19, the Vietnamese government supports
local fashion brands by decreasing interest rates and giving financial
supports (Viet Nam News 2021). This contributes to modern technological

upgrades, from that, the quality of the product, as well as the productivity,
are improved.
+ The government announced about two new pieces of information: the
EU-Vietnam Free Trade Agreement (EUVFTA), and the EU-Vietnam
Investor Protection Agreement (EUVIPA). Both agreements are ratified by

Vietnam's government to enlarge the producing and exporting size

A
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(Deshmukh 2020). This is an opportunity for local fashion brands to export
their product to other nations and expand the brand reputation to the
world.

- REGULATES COMPETITION:
+ International fashion brands realized the potential development of
Vietnam's retail market (Tung 2017). For instance, H&M came to Vietnam
and opened the first store on Vincom Center Dong Khoi in downtown Ho
Chi Minh city (Nguyen 2017). Additionally, the first store of Cotton-on was
located at Vincom Thao Dien in Ho Chi Minh city (Nguyen 2020). Because
of that, local brands have to compete with too many large international
5

brands.


ECONOMIC TRENDS
- Pham Thai Binh, who is Head of Retail Leasing at Savills Ho Chi Minh
city, said that Vietnamese's behavior in consumption will be changed due

to the economic transaction. The increased shopping needs attracted the
investment of international brands (Zara, H&M, and Uniqlo) and the
appearance of local brands (BOO, Libe, and MoiDien). This leads to
the fast development of fast fashion in Vietnam (Ha 2017),
- Figure 7 shows that Vietnamese people who were aged 20 to 40 earned
the highest total income in 2019, compared to income levels of other age
groups. (Euromonitor 2020)
- Figure 8 illustrates that in Vietnam, the sales of womenswear gradually
increased from 2006 to 2020 because of the increasing demands of
women for clothing, and in the forecast, this number will continually rise
until 2025.

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=> These elements are beneficial for BOO: its target customer is for
females and this age group. Therefore, they will purchase more for
clothes shopping.
Figure 7: Distribution of income in
Vietnam. (Source: Euromonitor
International from national statistics)

Figure 8: the sale of womenswear in
Vietnam. (Source: Euromonitor
International from national statistics)
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S O C IAL– C U LTU RAL TR E N D S
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Figure 9: About BOO page on website.


- Tadashi Yanai, who is a president of the Fast Retailing Group, said "I
think Vietnam has massive potential and will be one of the biggest
consumer markets in the world" (Dart 2020). When BOO entered to
Vietnam market, this brand realized that Vietnamese younger people are

deeply interested in street style.

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- Furthermore, the Skateboarding trend appeared in Vietnam, which is
increasingly popular with those who are into skating (Linh 2021). It also
inspired streetwear style, therefore, local brands focus on designing
clothes in streetwear.

- BOO, which is one of the first local brands in Vietnam, was born with
the slogan "Made in the street", it sells mainly dynamic and flexible clothes
and skates. (BOO's website)
=> Advantage: BOO as a local brand
can realize Vietnamese tastes well,
compared to international fashion
brands (Ha 2017).
Figure 10: (Mạc Thu Thảo x Longboard)
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E N VI R O N M E NTAL E N VI R O N M E N T
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- The manufacturing of clothes
negatively impacted the environment
such as carbon dioxide emissions, water
consumption, and textile waste,
therefore, the environmental cost of
producing clothes is too high (Davis
2020). Based on figure 11, there is a
great number of clothes waste
traditionally released to the landfill, but

now, these old clothing is recycled into

Figure 11: the process of clothing consumption.
(Source: Rmit Vietnam)


new material, product, or reused items.

A
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- Therefore, Dr. Rajkishore Nayak said
that sustainable manufacturing is a key

factor influencing the future environment
and society, therefore, fashion and textile
should pay attention (Hoang 2020).

Figure 12: BOO's green campaign.

- BOO also organizes some green
campaigns (do the smallest things daily,
change the planet) to contribute to the
environment, for example, collecting
old clothes, electronic waste, and plastic
bags. (Boo Green2020)
8

Figure 13: BOO's green campaign.



TECHNO LO GICAL ENVIRO NM ENT
- Currently, E-commerce sites such as Shopee, Tiki, and Lazada are
increasingly popular in Vietnam. Figure 17 displays that these platforms are
on the top 20 most-visited websites in Vietnam (Hootsuite 2020).
- Additionally, figure 15 shows that the percentage of purchase product online
(any devices) was 75% of Internet users aged 16 to 64 (Hootsuite 2020).
- Particularly, figure 16 illustrates the annual growth in total amount spent in
consumer e-commerce categories for fashion and beauty increased more
17% with 717 million dollars (Hootsuite 2020).
=> BOO partnered with Shopee Mall 4 years ago with 36,2 thousand
followers and Tiki with 749 followers (figure 14).

Figure 14: BOO sell products on e-commerce
sites, Tiki and Shopee

Figure 15: e-commerce activities in Vietnam. (Source: Hootsuite 2020)

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Figure 16: the annually growth
spending in e-commerce fashion in
Vietnam. (Source: Hootsuite 2020)
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Figure 17: most-visited websites in Vietnam. (Source: Hootsuite 2020)


SWOT OF BRAND CHOICE
STRENGHS
- One of the first local brands,
BOO has more business
experience and understands the
needs of Vietnamese well.
- BOO owns a long history of
establishment with about 18
years, therefore, it has a great
big fan group and consistent
mission and vision to develop
- Young and creative design
- Variety of products for both
men and women

- Physical stores are located in
a shopping mall and the center
of the city.
- Affordable prices with the highquality items

OPPORTUNITIES

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WEAKNESSES
- The differentiation of BOO and
other brands is still weak
- The market of BOO in Ho Chi
Minh is not high, despite central
locations.
- The lack of a current renowned
online platform, for example,
Tiktok.
- Staff in-store are not
professional in sales and

product consultation, a few of
staff work in a store.

S W

O T

- The development of e-commerce
platforms, BOO can sell online,
which saves operational costs
(fewer staff salaries, physical store
fee)
- The increasing demands of
women for clothes:
- the income of Vietnamese
enhances

THREATS
- More competitors: international
brands (Uniqlo), and local brands
(Couple TX) entry into the Vietnam
market.
- Vietnamese consumers can
approach more clothing retailers with
the cheapest prices via Shopee.
- Covid-19 results in lower-income,
lower traveling needs, therefore,
customers have no purpose and
money to spend on shopping for new
clothes.

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Figure 18:
Couple TX's logo

COMPETITOR OVERVIEW
- PRODUCT & STYLE: Couple TX sells a variety of
clothes for both men and women, its style also
streetwear, and casualwear, T-shirt, Jeans, and jackets.

- UNIQUE ITEM: UV sun protection jacket.
- PRICE: the price of Couple TX's items is lower than
BOO ones, about 100 to 200 thousand VND.
- PHYSICAL STORE: There are 40 Couple TX
stores nationwide: 20 stores in Ho Chi Minh city, 3
stores in Ha Noi.

Figure 19: UV sun protection
jacket of Couple TX,


A
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IN HO CHI MINH CITY MARKET

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Figure 20: The products of Couple TX.

Channels

Couple TX

BOO


CHANNEL DISTRIBUTION:
The amount of BOO's followers is

693,000

809,000

14,300

92,900

and Instagram channels. However,

19,500

none

BOO does not create an account of

Figure 21: the comperational table of channel distributions.

C O M PE RAT I O N

higher than Couple TX on Facebook

Tiktok.
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SWOT OF COMPETITO R

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STRENGHS

WEAKNESSES

- Couple TX owns a unique
item, a UV sun protection jacket
which is a must-item for
Vietnamese women on sunny
days.
- There is more physical store in
Ho Chi Minh city.

- Affordable prices with good
quality products.
- The various types of clothes:
T-shirts, jeans, and jackets.
- Staff is friendly and welcoming.
- Simple style: easy to mix
match for daily activities

- All physical stores are not
located in a shopping mall.
(Couple TX website)
- The interaction of Couple TX
on social platforms is still weak,
based on the number of
followers on social media.

S W
O T

OPPORTUNITIES

THREATS

- There is the development of fast

- There are more international

fashion in Vietnam (Ha 2017).

and domestic competitors with


- the income of

the same style and price.

Vietnamese enhances

- Uniqlo, a famous international

- The demands of online shopping

brand also introduces a UV sun

increases, e-commerce platforms

protection jacket, similar to

significantly popular currently

Couple TX's unique item, to the

Vietnam market.

12
A, 2021 - Nguyen Minh Thy - RMIT university

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D E M O G RAPH I C

AGE: 18-28 years old (gen Y & Z)

T
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GENDER: both men and women
INCOME: low-middle income
OCCUPATION: students, young workers

G E O G RAPH IC
REGION: Vietnam
CLIMATE: sunny days, hot weather
PLACE: live in city

SELF-IMAGE: dynamid and nomad
LIFESTYLE: streetwear

A
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PSYC H O G RAPH I C E
N
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ATTITUDE & OPINIONS: wearing what they like and comfort
HOBBIES: hanging out with friends, playing skateboard, joinning

outdoor activities, going to shopping malls.

U SAG E & BE NE FIT
PRODUCT BENEFITS: easy to mix match, good warranty policy.
BRAND LOYALTY: own at least 1 printed T-shirt of new collection.
PRICE SENSITIVITY: litte high price but high-quality fabric and long time use
END-USE OF PRODUCT: 2- 3 years or over.
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PRODUCT
- BOO's products focus on modern, dynamic, and street style for the
Vietnamese young generation. This brand launched diversified clothes in a
variety of colors (figure 22). From that, fashionable youngers can freely mix
and match Boo's clothes with accessories to make new outfits showing their
style and characteristics. The key item of BOO is a printed T-shirt with
creative, unique, and Vietnamese cultural images designed by the BOO
design team. BOO wants to bring Vietnamese traditional traits to friend
countries and make young people proud of being Vietnamese citizens.
T-shirt

Skirt &
Dress

Jacket

Trousers


Accessories

Size

XS, S, M ,L

S, M , L

XS, S, M ,L

26, 27, 28

Freesize

Colour

White,Black
Pink,Blue
Purple
Orange

White, Black
Pink, Green
Brown
Purple

White, Black
Pink,Yellow
Brown


White, Black
Pink, Beige

White, Black
Pink, Yellow
Halogram

Croptop
Oversize
Printed Tshirt

Long skirt
Miniskirt
Dress
A-line skirt

Sweater
Hoodie
Crop hoodie

Jeans
Jogger
Shorts
Cargo pants

Hat
Key-chain
Tote bag
Landyard

Mask

Model

Figure k: BOO's product mix

- Vinh Khuat, fashion stylish of Harper's Bazaar Vietnam
identified Vietnam fashion market is gradually transforming
into globalization and rejuvenation, and young people
have a crucial part in creating new trends (Dao 2019).
Therefore, BOO always updated the latest fashion trend,
collaborated with Adidas Neo, Mickey Mouse to design
new collections.
- Due to Covid-19, there is a hot
vogue in Vietnam, using face mask
as not only a necessary protection
thing but also an accessory for an
outfit. International celebrities wear
mask-designed tone-sur-tone with
their dress to fashion shows, or big
events, which made face masks
become a fashion icon. Because of
that, BOO produced its face mask
with the BOO logo on it.
Figure 23: BOO's face mask

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Figure 22: BOO's Micky collection

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- The price range of BOO is $20 - $43 for
female clothes, which is at an affordable
price with high quality for the lowermiddle-income groups which is the BOO's
target audience.
- Vietnamese buyers are quite sensitive to
445,000 VND
price changes in Southeast Asia (Nguyen
$20
2020). Especially, consumers prefer the
good price to the quality of products for
the local fashion brands (QandMe 2017).
- However, a BOO T-shirt costs about $20,
which is higher than similar items of other

brands, for example, Couple TX ($10),
Figure 24: the price of BOO T-shirt.
Canifa ($11), and Blue Exchange ($7).
- BOO applied Psychological pricing, a high price to improve the value of its
clothes in customers' perception, build a high position in the Vietnam
fashion market.

PRICE

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P LA C E

Figure 25: the physical store of BOO.


- BOO refers to physical stores (Brick
and Mortar Retail), its locations are
mostly in the center of the city with a
crowded population because BOO's
target audience is to live in the city.
Currently, it opened 40 physical stores
(22 shops in Ha Noi and 7 stores in Ho
Chi Minh city).

- International fashion brands and famous local brands tend to open their stores
in shopping malls because shopping malls attract customers and provide
enough time to make the purchase decision (Rajagopai 2009). Therefore, most
BOO's physical stores are put on shopping malls to reach potential buyers,
particularly, when BOO wants to develop widely in the Ho Chi Minh market.

- Currently, there is a new consumer trend in Vietnam, online shopping on the
biggest platforms such as Tiki, Shopee, and Lazada (QandMe 2019).
Especially, owing to coronavirus, Vietnamese buyers increasingly purchase
clothes on e-commerce sites because of more choices, cheaper prices, and
convenience (Vietnam News). Therefore, BOO partnered with Tiki and Shopee
mall to attain online customers.
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PROMOTION
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Figure 26: the
BOO T-shirt with
Marvel

COLLABORATIONS
- International partners: BOO collaborated with big
brands, for instance, Marvel comics, Mickey, and
Adidas Neo in order to present special collections. 3 of
these partners own a great number of big fans in
Vietnam, from that, BOO can expand target customers,
not just only people who are into skateboard.
- Vietnamese influencers: BOO also collaborates with recent
well-known influencers in Vietnam such as Quynh Anh Shyn,
TLinh who has a huge number of followers on social channels.

Figure 27: Vietnamese infliencers who BOO collaborated with.

SPECIAL OFFER
- BOO offered special discounts to excite previous purchasers and attract new

ones. There are two purposes in these promotion campaigns: to encourage
customers to try on new items or clear the old collection.

16

Figure 28: BOO offered special discounts.


PE O PLE
- Employees play a
crucial role in
developing the
company (Wolf 2012).
=> Therefore, BOO has
looked after employees
Figure 29: BOO's activities for its employees.

very well. This brand
holds team-building

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activities, long trips,
bonus gifts on holidays
for employees.

PROCESS
- BOO recognized that buyers
can gain great satisfaction and
a high impression when they
receive products with
appealing packaging.

Figure 30: BOO's packaging,
paper bags.

- BOO said no with single-used
plastic bags, so it's packaging
mainly paper bags. Also, the
packaging sometimes
changes, which depends on
the new collection and limited
quantity. For that, some big
fans of BOO can keep and
collect different paper bags
designed by BOO.

Figure 31: BOO's fabric tote
bags.

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Figure 32: the communication with BOO on
Facebook messenger.

PHYS ICAL EVID E N CE
- ONLINE PLATFORM: on the
Facebook page, there is high
interaction between BOO and
Facebook users, BOO replied to
most of the comments on status
with the different content
responses about the price, size of
items, and thank you for their
attention (BOO Facebook page
2021).
- Furthermore, BOO utilized the
automatic message to respond
immediately, then, staff directly
answers my questions and not
forget thank you.

=> This promotes a better shopping experience for both old and new buyers,
and makes them feel satisfied during the time to consider the purchase.

- PHYSICAL STORE:
+ Place: BOO's shops are located in shopping
malls to improve customer's shopping journey. In
Vietnam, malls include various services such as
dining, shopping, and entertaining, therefore,
Vietnamese people usually go to the shopping
mall at the weekend.
+ Layout decoration: BOO arranges clothes
clearly and attractively, they usually recommend
a set of outfits for customers. Also, they just put
different sizes of each design on clothes racks to
try on.
+ Music: the staff turns on vibrant, rap, and Vpop music to promote customer's feelings.
+ Fitting rooms: there are 3-4 fitting rooms in
each store.
+ Lighting: white light.

Figure 33: BOO's store layout.

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PART 2: BRAND PERSONALITY
BRAND IMAGE
- BOO wants to increase brand awareness and promote the brand image to the
high-end brand.
+ The location: most BOO's stores are in shopping malls, next to international
brands. For example, BOO has a department near Uniqlo, JeansWest, and
Adidas stores on the SC Vivo mall. Moreover, if not BOO opens stores in malls,
they also lend places on crowded streets at the center of the city.
+ The price: the cost of BOO clothes is quite higher than other local brands
and lower than international brands. This makes people feel that they can
purchase the good quality product of the well-known fashion brand at
reasonable prices.

+ The product: looking at the BOO's clothing, the design is mainly youthful,
dynamic, and comfortable. The primary product is the printed T-shirt designed
by the BOO team, the brand's own character is the familiar images bearing
Vietnamese culture (figure ). They also focus on product sustainability, longlasting use.
- Because this brand message is "WEAR YOUNG LIVE YOUNG", the core
archetypes of BOO is the explorer with an exciting, fearless, and darling brand
voice. Therefore, the brand personality trait on consumer perception is
excitement. This is suitable for BOO's target audience, young urban people.


Figure 34:
BOO's designs
for T-shirts,
including
Vietnamese
cutural images.
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BRAND IDENTITY
- LOGO:
+ IN THE PAST:

Figure 35: BOO's logo design
in the past.

BOO was a small local brand in Vietnam, they
want to put the most beautiful Vietnamese traits
into the logo. They illustrated the brand name in
the Vietnamese language, this shows respect for
the mother tongue and the pride to be Vietnamese.
The font is based on the popular font style of
young Vietnamese at that time because they
aimed at the group of youth.

+ NOW:
BOO wants to expand the market to become an
international brand globally, not just the local
brand. Therefore, BOO simplified the brand
name and changed the logo, however, they kept

the first character "B" to maintain the brand
identity. The new logo helps customers
remember the brand name in the first eye by
simple and delicate design.

Figure 36: BOO's logo design now.

- THE END THANKS FOR READING
20


APPENDICES
- PRIMARY RESEARCH:
+ Method: face-to-face interview.

+ Sample size: two people.
+ Interviewee: 1 user woman, 1 non-user woman.
Consumer 1
(User)

Consumer 2
(Non-user)

Name

Vo Ngoc Thao Nguyen

Nguyen Anh Thu

Age


19

22

Place

Urban

Urban

Job

University student,
waitress (part-time job)

Teacher at high school

Income
per month

$100

$250

Style

Streetwear, sporty, dynamic.

Casualwear, traditional, natural.


Budget

$50-$70

$30-$50

Shopping
behaviour

- Prefer shopping in-store
- Window shopping
- Prefer local brands
- Buy limited eddition
- Go shopping twice a week
- Go to shopping malls at the
weekend
- Hang out with friends

- Prefer Shopping online
- Read the feedback of product
- Choose the realiable price
- Buy products on sale
- Go shopping when needed
- Go to coffe store at the
weekend
-- Hang out with friends

Figure 37: the summary of face-to-face interview.


21


REFERENCES
Bota 2019, 'cau-chuyen-cua-nhung-chu-bo-sua-khang-dinh-thuong-hieu-thoitrang-viet-nam', Bota Think Simpe, blog post, 29 July, viewed 20 April 2021,
< />Dao, QD 2019, 'meet the young people shaping the future of vietnamese
fashion', i-D, 7 August, viewed 29 April 2021, < />
Dart, S 2020, 'Why Vietnam’s fashion market is booming and attracting
brands like Louis Vuitton, Uniqlo and Zara', South China Morning Post, 26
February, viewed 29 April 2021, < />Davis, N 2020, 'Fast fashion speeding toward environmental disaster, report
warns', the Guardian, 7 April, viewed 29 April 2021,
< />Degenhard, J 2021, 'Fashion consumer spending in Asia 2020, by country',
Statista, viewed 22 April 2021,
< />
Deshmukh, A 2020, 'EU – Vietnam Free Trade Agreement: Vietnam’s
Competitive Gains', Global Risk Insights, 29 May, viewed 27 April 2021,
< />Hoang, H 2019, 'Recent sustainable trends in Vietnam’s fashion supply
chain', Rmit Vietnam, 19 November, viewed 29 April 2021,
< />22


REFERENCES
Hoang, H 2020, 'Vietnam’s fashion and textile industries must
become sustainable to survive', Rmit Vietnam , 13 June, viewed 30 April
2021, < />Income and Expenditure 2020, Income and Expenditure: Vietnam,
Euromonitor International, Passport.

Kemp, S 2020, DIGITAL 2020: VIETNAM, Hootsuite, Datareportal,
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Le, B 2019, 'sole-ex-2018-bo-sua-by-boo-tu-viet-local-brand-dau-tiencho-den-doi-tac-quoc-te-cua-marvel', #HNBMG, blog post, viewed 29

April 2021, < />
Le, MT 2020, 'streetwear-viet-nam-va-su-cach-li-von-co', Dai Hoc Hoa
Sen, 27 April, viewed 29 April 2021, < />Linh 2021, 'van-hoa-skateboarding-va-anh-huong-den-streetwear',
Dosiin, 13 April, viewed 28 May 2021, < />Nguyen, D 2019, 'Australian fashion brand Cotton On comes to Vietnam',
VNExpress, 20 November, viewed 23 April 2021,
< />Nguyen, D 2020, 'Vietnam among most price sensitive ASEAN markets',
VNExpress, 25 July, viewed 28 April 2021,
< />
23


REFERENCES
Nguyen, T 2020, 'Sustainability - Key factors for Vietnam’s fashion
and textile manufacturing industries', Vietnam Times, 27 June, viewed 26
April 2021, < />QandMe 2017, Vietnamese fashion interested, Vietnam market research,
viewed 27 April 2021, QandMe.

QandMe 2020, Corona virus impact on Vietnamese behavior, Vietnam m
arket research, viewed 27 April 2021, QandMe.
QandMe 2020, Vietnam consumer trends 2020, Vietnam market research
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Rajagopal 2009, 'Growing shopping malls and behaviour of urban
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pp. 99-118, viewed 28 April 2021,
< />SimilarWeb 2021, total visits to
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