Fast fashion recognition and Uniqlo images

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 Overview

Uniqlo finally announced to launch their

first store in Ho Chi Minh in fall 2019. This
survey is conducted to find out customer
awareness in fast fashion brand and the
depth analysis as to Uniqlo.

The survey was conducted to 400 male

and female 18 – 39 year-olds in Ho Chi
Minh & Hanoi.
 Fashion spending (monthly)

20%

17%
16%
15%
13%

9%

6%
4%

Less than 100,0001 - 200,0001 - 300,0001 - 400,001 - 500,001 - 700,001 - More than
100,000 VND 200,000 VND 300,000 VND 400,000 VND 500,000 VND 700,000 VND 1,000,000 VND 1,000,000 VND

Average monthly spending for fashion is about 350,000 VND

Q. How much do you spend for clothes a month? (excluding accessories or shoes)
 Fast fashion brand recognition

22%
28% 33%
45%
53%
60%
67%

78%
72% 67%
55%
47%
40%
33%

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>?
 Fast fashion brand recognition - Detail
ZARA H&M Mango
14% 17% 19%
22% 23% 28% 28% 25% 27% 22% 27%
33% 38% 33% 33% 36% 33%
46%

86% 83% 81%

78% 77% 72% 72% 75% 73% 78% 73%
67% 62% 67% 67% 64% 67%
54%

Female recognition of ZARA, H&M, Mango are similar. The differences are
found how the brands are penetrated among male
Q. Do you know about <Brand name>?
 Uniqlo brand awareness
by gender by age

36%
46% 43% 46%
56%

45%

55%
64%
54% 57% 54%
44%

Male Female 18-24 25-29 30-39

Uniqlo is recognized by 55%. The recognition is high among female

Q. Do you know about <Brand name>?
 Uniqlo awareness - Information source

From sport
Friends / player
Internet Facebook Newspaper TV Magazine Overseas trip Others
Relatives wearing
Uniqlo
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%

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)
 Uniqlo brand image breakdown

Good Fashionabl Good

For youth Luxurious For adult Affordable Innovative New Others
quality e design
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%

It has a dominant “good quality” image. What follows are fashionable and youth image

Q. What are the images of UNIQLO? (N=214)

 Uniqlo brand image vs ZARA and H&M
Uniqlo
58% ZARA
53%
H&M
44% 43%43%
40% 41%
36% 36%
30% 31%
28% 27% 26% 26%
26%
24%
20% 19%
17% 18% 16% 18%
15% 14%
9%10%
3%
1% 1%

Uniqlo has better good quality image than ZARA or H&M but lacks in
fashionable, youth or good design factors
Q. What are the images of <Brand name>?
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.
AUDIENCE PROFILE
Respondents profile (N=388)
Gender City

Male, 44% Hanoi, 44%

Female, 56% HCM, 56%

Age Household income

>20M 36%
30-39, 28%
18-24, 42%
10-20M 41%

<10M 23%
25-29, 30%
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7%
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Hai Phong Dong Nhai Others
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