Zara and H & M have opened stores in Vietnam in 2017 and have attracted many customers to their flagship stores. Let's take a look at how popular Uniqlo is to Vietnamese and whether this brand will make such a buzz in the coming year.

On the level of brand identity, Uniqlo was recognized by many consumers after Zara, H & M and Mango. The level of consumer awareness of this brand is quite high even though it has not opened its official store in Vietnam. Consumers know about Uniqlo through Facebook, word of mouth and sports ambassadors such as Novak Djokovic, Roger Federer and Kei Nishikori. In addition, a large proportion of consumers have purchased Uniqlo via direct import (portable).

Uniqlo is identified by females more than males. This is not surprising when women in Vietnam spend more on fashion. People who have high income or have traveled abroad know more about this brand.

When it comes to Uniqlo, consumers often think of "good quality" and are less likely to think of terms like "fashion" or "for the young." Comparing Uniqlo's image in Vietnam and Japan where Uniqlo was born, there are two major differences. One is that Uniqlo is rarely considered to be "affordable" in Vietnam, which is often known as a low cost alternative. Secondly, the Uniqlo brand is not known for its "advanced technology," although Uniqlo's innovative clothing technologies, such as AIRism or HEATTECH, are widely known abroad. This implies that the Uniqlo brand name is already known in Vietnam but the brand features are not widely known.

Uniqlo currently has 3,500 stores worldwide, including nearly 200 stores in Southeast Asia. This is one of the best brands that Vietnamese people are waiting for. As with Zara and H & M, we will continue to monitor the long-term prospects of this brand in Vietnam next year.

By cafebiz.vn