Nghiên cứu Marketing Thời trang bền vững

UNDERSTANDING
CUSTOMER NEEDS ON
SUSTAINABLE FASHION

Lecture:
Do Khac Xuan Diem

QT19DB02

MARKETING RESEARCH


2 | Marketing Research Project

TABLE OF CONTENT

Work

Con Than
g
h
Hieu Thien

Find
Secondary
data
Word
Translate
Interview
Conclution
Recommen

d
Check

xx

x

TOTAL

24%

19%

x
x
x

To
Uye
n
x

Anh
Tuyet

Hoan
g
Minh

x

x

x

x
x

x

xx
x

19%

19%

19%

x

ABSTRACT
Nowadays, the trend of environmental protection is essential and consumers are responding. After
the wave of fast fashion, the media has discovered the scary truth behind this industry. With a
production process that causes heavy pollution to the environment, it consumes fuel and workers'
energy when they have to constantly work to keep up with the trend. The industry has suffered a
lot of backlash from consumers.
With the current complicated developments, sustainable fashion trends appear as a great solution
for the modern fashion industry. With long-lasting products because of high quality, natural, and
environmentally friendly fabrics, the product can be used all seasons of the year and can be
recycled. The fabrics are environmentally friendly, which means that it is also very close to

consumers such as silk, linen, cloth from coffee grounds, green tea grounds, bamboo fiber cloth,
lotus silk fabric, etc. Convinced that when using sustainable fashion, consumers will be familiar
and feel comfortable. Sustainable fashion products help answer the questions of the fashion
market.
Despite its outstanding features, this fashion trend is still too unfamiliar to consumers. This trend
is not strong enough, many consumers are not aware of the harmful effects of fast fashion and do
not know about sustainable fashion because these items are not many in the market. Sustainable
fashion products only appear as a product category of fashion stores, not the main product, so it is
difficult for consumers to have a concept of this kind of sustainable fashion. Because of the use of
natural fabrics, the cost of sustainable fashion products is higher than conventional products.
Customers do not understand the use and benefits and because of the price, they will ignore the
choice of products that belong to sustainable fashion.


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Recognizing the potential that sustainable fashion brings, the market is vastly competitive. So we
decided to launch a sustainable fashion collection and wanted to be at the forefront of this trend.
To do that, we set up this research project to investigate this sustainable fashion market. At the
same time, interviewing consumers to see how aware they are of sustainable fashion and
investigating their need for this sustainable fashion. This research project will inform our decision
and find the right marketing direction for this collection.
Key word: sustainable fashion, need, marketing direction,…


4 | Marketing Research Project

I.

RESEARCH ISSUE AND OBJECTIVE

1. Research Problem:
Recognizing the potential that sustainable fashion brings, the market is vastly competitive.
So we decided to launch a sustainable fashion collection and wanted to be at the forefront
of this trend. But this trend is still new, which requires us to do research to investigate the
level of awareness and demand of customers about sustainable fashion. At the same time,
we identified an opportunity to launch a sustainable fashion collection in the Ho Chi Minh
market.
2. Research Objective:
- To investigate sustainable fashion market.
- To investigate customer's awareness on sustainable fashion.
- To investigate customer's needs on sustainable fashion.
- Understanding and capturing the needs of customers for sustainable fashion.
- Launch and find marketing direction for a new sustainable fashion collection.
3. Research Question:
(1): What sustainable clothing brands have already appeared in the HCMC market?
(2): What are their products, price, distribution channels, promotions?
(3): Who are the potential customers of sustainable fashion products?
(4): What is the customer's level of understanding about sustainable fashion?
(5): What factors influence the desire to buy sustainable fashion?
(6): What is the customer's behavior and fashion shopping habits?

II.

LITERATURE REVIEW
1 The concept of consumer behavior:
Prof. Philip Kotler defines Consumer behaviour as “the study of how individuals, groups and
organisations select, buy, use and dispose of goods and services, ideas or experiences to
satisfy their needs and wants.” In other words, consumer behavior is how individual decisionmakers will use their available resources (time, money, effort) for consumer products.
3.1 Consumer Behaviour Model:

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3.2 Theory of Consumer Behaviour:

1.

Theoretical model for Consumer Buying Decision Process & Consumer Behavior

4. Factors affecting consumer behavior
Excerpt from Philip Kotler's document, factors affecting consumer behavior include:
•

Cultural factors:

+ Culture: Culture is the most fundamental cause of one's desires and behaviour. Human
behavior is largely learned. Growing up in a society, a child learns basic values, perceptions,
desires and behaviors from family and other important institutions.
+ Specific cultures: Each culture contains subcultures or groups of people with shared value
systems based on shared experiences and life situations. Cultures include peoples, religions, racial
groups, and geographical regions. Many subcultures create important market segments, and
marketers often design products and marketing programs to suit their needs.
+ Social class: Social classes are relatively permanent, orderly divisions of society whose

members share similar values, interests, and behaviors with each other.
•

Social factors:

Consumer behavior is also influenced by social factors, such as consumer groups, families, and
social status. Because these social factors can strongly influence consumer reactions, companies

must include it when designing their marketing strategy.


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+ Groups: Groups influence a person's behavior. Groups that have a direct influence on a person
belonging to that group are called members. Some are primary groups that have regular but
informal interaction - such as family, friends, neighbors, and co-workers. Some are secondary
groups, which are more formal and have less frequent interactions. These include organizations
such as religious groups, professional associations, and trade unions.
+ Family: Family members can strongly influence buyer behavior. We can distinguish between
the two families in the buyer's life. The buyer's parents create family orientation. Parents create
an orientation toward religion, politics, and economics, and a sense of personal ambition, selfworth, and love. Even if a buyer no longer interacts very much with their parents, it can still
significantly influence buyer behavior. In countries where parents continue to live with their
children, the influence of this factor can be significant.
+ Roles and status: One person belongs to many groups - Family, Club, Organization. The
position of people in each group can be defined by both roles and status. A role consists of
activities that people are expected to perform according to the people around them. Each role will
influence some of their buying behavior.
•

Personal factors:

Buyer decisions are also influenced by personal characteristics such as the buyer's Age and
human life cycle; Occupation; Economic Condition; Lifestyle; Personality and self-concept.
+ Age and human life cycle : People change the goods and services that they buy in their lives.
Taste in food, clothing, furniture, and entertainment is often related to age. Buying is also shaped
by a family's life cycle - stages that families can pass as they mature over time.
+ Occupation: A person's occupation affects the goods and services purchased. Marketers try to
identify the occupational groups with an above-average interest in the products and their services.

A company may even specialize in the production of products needed by a certain occupational
group.
+ Economic Condition: A person's economic condition will influence product choice. Marketers
of income-sensitive commodities closely monitor trends in personal income, savings, and interest
rates. If economic indicators point to a recession, marketers can take steps to redesign, reposition,
and release their products.
+ Lifestyle: People from the same particular culture, social class, and occupation may have quite
different lifestyles. Lifestyle is the pattern of a person's life as expressed in his activities,
interests, and opinions. Lifestyle captures something more than a person's social class or
personality. It sums up the entire pattern of actions and interactions in the world. The technique of
measuring lifestyle is called psychology.
+ Personality and self-concept: The distinct personality of each person influences their buying
behavior. Personality refers to unique psychological traits that lead to relatively consistent and
lasting responses to one's own environment. Personality is often described in terms of traits such
as self-discipline, dominance, social ability, autonomy, defensiveness, adaptability, and positivity.
Personality can be useful in analyzing consumer behavior towards a certain product or brand
choices.


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•

Psychological factors:

A person's buying choices are further influenced by four important psychological factors:
Motivation; Perception; Learning; Belief and Attitude.
+ Motivation: A person has many needs at any given time. Some are biological, arising from
stressful states such as hunger, thirst, or irritability. Others are psychological, arising from the
need for recognition, self-esteem. Most of these needs will not be strong enough to motivate the

person to act at a given time. A need becomes a motive when it is stimulated to a sufficiently high
degree. Motivation is a need that is applicable enough to direct oneself to seek gratification.
Psychologists have developed theories of human motivation. Two of the most popular - those of
Sigmund Freud and Abraham Maslow - have quite different meanings for consumer analysis and
marketing.
+ Perception: A motivated person is ready to act. How the person acts is influenced by his or her
perception of the situation. Two people with the same motivation and in a similar situation can act
quite differently because they perceive the situation differently. Thus, perception is the process by
which people select, organize, and interpret information to form a meaningful picture of the
world. People can form different perceptions of the same stimulus because of three cognitive
processes: selective attention, selective distortion, and selective retention.
+ Learning: When people act, they learn. Learning describes changes in an individual's behavior
that arise from experience. Learning theorists say that most human behavior is learned. Learning
occurs through the interaction of drives, stimuli, cues, responses, and reinforcement.
+ Belief and Attitude: Through work and study, people acquire their beliefs and attitudes. These
influence their buying behavior. A belief is a descriptive thought that a person has about
something. These beliefs may or may not be based on real knowledge, opinions, or faith, and may
or may not have an emotional charge.
Based on the concept of consumer behavior, factors affecting purchasing behavior so that we can
better understand what factors affect their behavior. And after the interview, we have the basis to
determine what factors affect consumers with the aim of providing strategies to meet their
behavior, promote the purchase process of customers.
5. Sustainable fashion overview:
- Fast fashion: Fast fashion is defined as a strategy in which the profits of fashion retailers are
maximized by the fast supply chain system. Over time, the effects of this strategy have increased
shopping levels and shortened the life cycle of fashion products to the point where fashion
products are now considered disposable goods. Because of this trend, many cheap fashion items
are discarded only After being worn a few times. In fact, it is these things that make time one of
the most polluting sectors.
- Sustainable fashion: Sustainable fashion can be defined as a system in which the supply,

production and consumption of fashion products are designed in a way that ensures
environmental and social sustainability.
- Advantages of fast fashion: Products can be used for the longest time possible, no need to
constantly replace them with high quality. Products can be used in all seasons of the year,


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reducing consumption during the year, products that are considered "fashionable" regardless of
the time of year. Products can be used or worn in many different ways, with different features. Is
a recycled product
6. The concept of Green Marketing
Because sustainable products are environmentally friendly, take advantage of that strength and
apply it to environmental marketing to harmonize with customers and create value for them. First
of all, we must learn about environmental marketing:
Green marketing (Environmental marketing) is the marketing activities for products and services
based on environmental factors or perceptions. Green marketing in this article means that
manufacturers use environmentally friendly processes in their production, such as reusing water,
using renewable energy, or reducing CO2 emissions.
Green marketing can also refer to the production and marketing of goods based on
environmentally friendly properties, which may include avoiding the use of hazardous materials,
using recycled materials in products, products made from renewable materials (e.g. bamboo), do
not use too much packaging, or products designed to be repairable and reusable.
Based on the concept of green marketing, we can come up with appropriate marketing strategies,
align the production process with brand goals and gain sympathy from customers. So that we can
form a link between customers and businesses, aim for the common goal of contributing to
protecting the green environment, and using sustainable fashion products to make those wishes
come true.

III.

METHODOLOGY
1 Marketing research data classification

Concept:
The qualitative research method is a type of research often used to probe, find out opinions and
perspectives to find the focus of issues. In addition, this method can also be used to detect future
customer trends. The methods of data collection of qualitative research are quite diverse and often
do not have a specific structure like quantitative research. Some of these methods include focus
groups, individual interviews, and observations. The sample of this method is usually smaller and
more carefully selected.


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Qualitative research often approaches the research object in the most natural way. In order to
ensure that the research subjects give the most objective and accurate behaviors, opinions, and
views.
Qualitative research often answers “how” and “why” questions about a phenomenon, behavior,
etc. For example, in the personal interview method, the interviewer will ask open-ended questions
to respondents who can freely give their views, thereby can collect diverse information, even if
they never thought about it.
To understand this method, we choose the qualitative research method to get information from
customers, and to answer research questions such as: “Who are our potential customers? What is
the customer's level of understanding about sustainable fashion? What is the customer demand for
sustainable fashion? Open or list price, quality, shirt form, color, etc..."
• Interviewing techniques: Structure Q&A
Specifically, we use the Q&A interview technique, which is the conduct of questions and answers
in an order of a predefined questionnaire. The questionnaire was carefully set up, the interviewer
was not allowed to arbitrarily change the order of questions or use other words. This interview is

suitable for research with a large number of respondents. Everyone was asked the same questions.
Then statistical analysis will be easier.
• Collect data:
Since the sustainable fashion trend is new, the target audience cannot be determined at the outset.
We have planned a random interview in the form of an in-depth interviewing, in order to collect
qualitative answers from customers. But because of the current epidemic situation, we can't meet
and ask randomly, so we can only interview people within a certain range by phone, such as
uncles, aunts, cousins, customers, etc. neighbors, acquaintances to collect data but still ensure
safety.
• Sampling method:
In this research project, our group chose the convenient sampling method. Sampling is based on
convenience in sampling. Advantage of this method are select element based on convenience,
easy access, easy to get information. However, this method also has some shortcomings, but my
team will try to overcome it as much as possible.
Why do we use this sampling method? Because of the current epidemic situation, we are limited
in the method, as this method saves time and costs.
7. Primary data and secondary data
• Primary data:
Using the 1vs1 telephone interviewing method for in-depth interviews, to answer the research
questions:
(3): Who are the potential customers of sustainable fashion products?
(4): What is the customer's level of understanding about sustainable fashion?


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(5): What factors influence the desire to buy sustainable fashion?
(6): What is the customer's fashion shopping behavior and habits?
•

Questionnaire:

Questionnaire: divided into three subjects
Known (1)
-

and used (1.1)

-

but unused (1.2)

Unknown (2)
1. Have you ever heard of sustainable fashion?
 If yes: (1)
•

•
•

How do you understand sustainable fashion? After listening to the answer, close them
clearly about what sustainable fashion is to make sure they understand correctly (State the
concept that distinguishes two types of fashion and their benefits)
From what information source do you know sustainable fashion? (Friends, relatives, social
networks, see reviews from celebrities)
Have you ever used sustainable fashion?
+ If yes: (1.1)

•

•
•
•
•

Which brand's sustainable fashion did you buy? (Flexible if customers do not know which
brand, ask them where to buy – Ask this question to know the distribution channel of your
competitors) Why did you choose that brand? Did you buy it to use or give as a gift? How
much is the price? Have you been satisfied with that product?
What factors make you satisfied or dissatisfied with sustainable fashion? (Cost saving,
durable, environmental protection, ...)
What purpose do you often use sustainable fashion for? (Going out, going to work, or as a
gift)
What factors attract you to use sustainable fashion products? (color, quality, material,
meaning, etc...)
What price do you think is appropriate? Our recommendation for a shirt is 300.000350.000 VND, do you think this price is appropriate?
+ If no: (1.2)

•
•
•

What factors keep you from trying sustainable fashion products (Haven't had a chance or
have anything influenced your decision to use the product?)
What factors make you satisfied or dissatisfied with sustainable fashion? (Cost saving,
durable, environmental protection, etc...)
If you choose to use sustainable fashion, what elements do you want to try (color, quality,
material, meaning, etc...)

11 | Marketing Research Project
•

What price do you think is appropriate? Our recommendation for a shirt is 300.000350.000 VND, do you think this price is appropriate?
 If no: (2)

•
•
•
•

Explain to them what sustainable fashion is, so they understand the problem. (State the
concept that distinguishes two types of fashion and benefits)
After hearing about sustainable fashion, if you had a chance, would you like to use
sustainable fashion?
What price do you think is appropriate? Our recommendation for a shirt is 300.000350.000 VND, do you think this price is appropriate?
If you choose to use sustainable fashion, what elements do you want to try (color, quality,
material, meaning, etc...)? If the customer still does not want to try it, ask for the reason.
2. If we incorporate additional discounts and giveaways, would it excite you to try it out?
3. Where do you usually shop for clothes? Do you prefer to shop offline or online? Which
shopping channel do you usually shop at? Buy on Facebook, Instagram, or directly on the
web store or through Shopee or Lazada.
4. What is the reason you buy the clothes? (View ads, surf Facebook, friends, suggestions,
attention)
5. How often do you buy clothes? How many times a week, or a month or a year.
6. What is your current job?
• Secondary data:

Using secondary data to research the sustainable fashion market, answer the following research
questions:

(1): What sustainable clothing brands have already appeared in the HCMC market?
(2): What are their products? (price, distribution channels, promotions)


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IV.

FINDING AND RESULT
1 TimTay Brand

The brand was founded in 2014, and was committed to customers that
they choose only natural materials and build a sustainable lifestyle for
customers.

 Product

+ The brand's products are
mainly men's and women's
fashion with diverse designs
made from natural
materials.
+ The designs for women
by TimTay are mostly
dresses, pants, tops, and
accessories.

+ The designs for men by
TimTay such as pants, shirts,
jackets bring a sense of casual

comfort with a casual style.
+ All designs of TimTay are
committed to using materials of
natural origin such as flax,
cotton, pure silk... so that the
decomposition process in the
environment can take place
fastest, as well as bring friendly,
original to the customers' skin.


13 | Marketing Research Project
 Price

TimTay has many different product models with different values, creating favorable conditions
for customers to shop according to their needs. Payment methods: cash, card payment, payment
via electronic applications.
 Women's fashion in TimTay has prices from : 500,000 - 9,000,000 VND

 Men's fashion in TimTay has prices from: 800,000 - 3,500,000 VND


14 | Marketing Research Project

 Place

+ Introducing products to help customers easily find information through social networking sites:
Facebook, Instagram,…

+

Sell online through e-commerce platforms: Shopee and Chus

+
Provide information and sell online
through the brand's website: TimTay
Official:

+ Direct sales at TimTay Workshop store address: Tan Phong, District
Ho Chi Minh City



7,


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 Promotion

+ TimTay cares, updates the trends in their designs. Paying attention to trends makes TimTay's designs
easier to receive by customers. TimTay introduces products to customers by telling them the story behind
the product, expressing the brand's point of view through design, thereby helping customers understand
more about the product's value. If they choose a product from TimTay, it means that besides the design
they love, they also like its story.

+ For example the story of TimTay Fall Winter 2020 collection ft. Archive Sashiko. With 12 nongender designs, the Fall-Winter 2020 Collection (FW20) is inspired by the beauty of Indochina
mixed with Western clothing details of the 50s. All are set in the context of Saigon streets in the
21st century.

To encourage customers about

sustainable consumption,
TimTay has provided free repair
service so that customers always
receive products that fit best. In
case the product is damaged, the
customer can also send TimTay
for restoration, no matter how
long ago you bought it. TimTay
also built a public group on
Facebook called TimTay
Exchange, encouraging
customers to exchange TimTay
clothes that they no longer fit to
prolong the product's life cycle..


16 | Marketing Research Project
 Feedback of the customer:


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8. Mango Brand
Mango - an international fashion brand from Spain specializing
in designing, manufacturing, and distributing fashion items and
accessories for men, women, and children. Currently, Mango
has stores in Ho Chi Minh City at 6 locations. Mango brand
focuses on high street style, modern and luxurious., relaxation
and quiet in Mango's identity.
 Product:

Mango carries out collections for each season of the year. In 2021, Mango implements the 2021
Denim Collection with a commitment to environmental protection. This is another effort of
Mango towards building sustainable fashion, saving more than 30 million liters of water with an
innovative production process. Besides the product line mainly for women, the Denim collection
has expanded the audience for men and children, giving consumers a wide choice of green
clothing that protects the environment. The Denim collection is made entirely of denim with
designs inspired by materials and colors with images related to the ocean and nature, the Denim
collection shows the effort to minimize the impact. environment for a better world.

 Price:

Mango's products have an average price of 400,000 to 3 million VND..


18 | Marketing Research Project
 Place

Mango Vietnam's sales channels have two ways: buy offline and buy online.
-

Shopping offline:

+ Mango Vincom Dong Khoi: Vincom Center Dong Khoi, District 1, Ho Chi Minh City.
+ Mango Saigon Center: B1 floor of Saigon Center, Le Loi, District 1, Ho Chi Minh City.
+ Mango Vincom Thao Dien: L1 floor, Vincom Thao Dien, Hanoi Highway, District 2, Ho Chi
Minh City.
+ Mango Crescent: G floor, Crescent Mall, District 7, Ho Chi Minh City.
+ Mango Aeon Mall Binh Tan: Aeon Mall Binh Tan, Binh Tan District, Ho Chi Minh City.
+ Mango Aeon Mall Tan Phu: Aeon Mall Tan Phu, Tan Phu District, Ho Chi Minh City.

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-

Buying online:

Via sales website:

-

E-commerce channels such as Lazada, Shopee, Facebook, …

Payment can be made in
cash or directly through bank
accounts. In addition, there are
many forms of payment by ewallets such as Visa, MasterCard, American Express, or domestic ATM cards.
 Promotion:
-

-

Mango conducts an online promotion with a half-price discount, up to 50% off.


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 Feedback of customer:

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9. Interview data analysis:
A total of 24 people participated in the interview. There are 9 interviewees who are male and
15 are female. The data is divided into three tables with three interviewees.
- Heard and used: 8 people
- Heard but not used: 7 people
- Never heard: 9 people
The following three tables present statistical data.

HAVE KNOWN AND USED
Thông
tin
người
tham
gia
phỏng
vấn
Độ hiểu
biết về
khái
niệm
thời
trang
bền
vững
Nguồn
thơng
tin

Sản
phẩm
từng
mua và
mục
đích sử
dụng

NVVP
(1992)

Giáo
viên
(1975)

NVVP
(1978)

Sinh viên
(1999)

NVVP
(1994)

Sinh
viên
(1999)

Giáo
viên

(1991)

Chủ cửa
hàng
mỹ
phẩm
(1991)

80%

0%

0%

40%

0%

50%

80%

80%

Từ bạn
bè, trang
mạng xã
hội

Từ các

trang
mạng xã
hội,
mạng
Internet

Tìm trên
mạng

-

+ Đầm
lụa tơ
tằm, áo
linen

+ Áo
somi vải
sợi tre

Sử dụng
để đi
chơi, đi
làm.

Đi làm,
đi sự
kiện, dự
tiệc

-

+ Áo vải
lụa tơ tằm,
vải lanh.
Đi làm

Mạng xã
hội , blog
thời trang

Review từ
người quen

-

+Patagonia
và uniqlo.

+ Áo Polo
vải bã cà
phê

Áo và
quần

Mặc hằng
ngày

Đi làm, dự

tiệc

Đi học

+ Áo và
quần
Sử dụng
nhiều
dịp khác
nhau

+ Đầm
Đi chơi,
đi làm


22 | Marketing Research Project

Nơi
từng
mua và
giá

Mochi,
thời
trang
thiết kế
700k 800k

Việt tiến,

hãng áo
công sở
500k trở
lên

Độ hài
lịng và
khơng
hài
lịng về
sản
phẩm
từng
mua

Hài lịng
vì form
dáng
đẹp và
khơng
hài lịng
vì áo
linen dễ
nhăn; áo
tơ tằm
dễ xước

Hồn
tồn hài
lịng,

chất liệu
thống
mát,
khơng
nhăn nên
tiết kiệm
thời gian
ủi

Yếu tố
nào để
sử
dụng
tiếp

Chất
lượng, ý
thức bảo
vệ mơi
trường

Chất
lượng,
chất liệu
thống
mát

Đề xuất
mức
giá

300k 400k

300k 400k

Chính
sách
khuyến
mãi

Giảm
giá và
có nhu
cầu sẽ
mua

Giảm giá
đi kèm sẽ
thích hơn

Uniqlo, Ivy
Moda
700k - 1tr

Uniqlo từ
200k trở
lên.
Patagonia
từ 1tr trở
lên

Couple TX
400k-500k

H&M
500k
trở lên

Hài lịng về
độ bền lâu,
khơng mất
nhiều thời
gian mua
sắm

Hồn tồn
hài lịng
sản phẩm
về độ
thống
mát, thoải
mái và độ
an tồn khi
sử dụng

Hồn
tồn
hài
lịng về
chất

liệu,
chất
lượng
và mẫu
mã đẹp

Ý nghĩa bảo
vệ mơi
trường

Chất liệu
và ý nghĩa.

Thiết kế
bắt mắt,
chất lượng
vải tốt

Chất
lượng,
mẫu
mã sản
phẩm

400k - 500k

Sinh viên:
150k-300k
Người lớn:
300k-350k

300k-350k

300k350k

Tôn dáng,
chất liệu
thoải mái
nhẹ nhàng

Có voucher,
quà tặng sẽ
thu hút hơn,
tăng thị
hiếu sử
dụng

-

Có khuyến
mãi sẽ thu
hút hơn và
có thể sử
dụng
nhưng cịn
tùy thuộc
vào chất
lượng ,
kiểu dáng

Có
chương
trình
giảm
giá sẽ
kích
thích
mua
sắm
hơn

Zara
Áo:
400k500k
Quần:
700k trở
lên

TimTay
1tr 700
trở lên

Hồn
Tin
tồn hài
tưởng và lịng về
tự tin sử chất liệu
dụng sản
vải
phẩm

thiên
với bề
nhiên
ngoài
mềm
thu hút,
mịn,
cách
chất
phối đồ
lượng
hợp lý, sử dụng
chất liệu lâu bền,
vải thiên có khả
thiên có năng tái
chất
chế bảo
lượng tốt vệ mơi
trường
Được
mọi
Chất
người
lượng
đánh giá
và chất
cao và
liệu vải
sử dụng
rộng rãi

300k350k

800k7tr

Có
voucher,
các dịch
vụ hỗ trợ
chăm
sóc
khách
hàng thì
sẽ thu
hút hơn

Có
chương
trình
giảm
giá, q
đi kèm
sẽ thu
hút và
kích
thích
nhu cầu
mua


23 | Marketing Research Project

Thói
quen
mua
sắm

Trực
tiếp,
theo dõi
fanpage,
thấy đẹp
sẽ qua
shop
mình
thử phụ
thuộc
vào
dáng
người
lướt trên
trang
thương
mại điện
tử hợp
với
mình thì
mua

Tần
suất và

lý do
mua
sắm

1 năm 3,
4 lần –
Mua
trước để
tới các
mùa cần
thay đổi
trang
phục

Ghi
chú
thêm

Xem trên
facebook
đẹp ra
shop
mua,
được cửa
hàng gửi
tin nhắn
qua
facebook
giới thiệu
mua và

thường
mua vào
những
dịp quan
trọng

Mua
khơng có
tần suất.
Mua 5,6
cái để sử
dụng lâu
dài

Sẵn sàng
thử một
thương
hiệu mới,
miễn là
nó phù
hợp với
tính cách
cơng
việc, giá
cả, chất
liệu

Thích mua
trực tiếp vì
muốn kiểm

tra loại vải,
được thử.
Coi sản
phẩm trên
mạng, thấy
hợp và xem
feedback
của mọi
người rồi
mới ra cửa
hàng thử,
hoặc bạn bè
từng mặc
review tốt,
hoặc đi qua
thấy đẹp sẽ
vào thử.

Cuối tuần
vui thì sẽ đi
mua, hoặc
có dịp quan
trọng sẽ
mua

-

-

Thích

mua sắm
trực tiếp
Thích
Mua
tại các
mua
sắm
trung
sắm
trực
tâm
trực tiếp
truyến
thương
vì muốn
Mua sắm trên các mại hoặc
được
trực tuyến
trang
cửa hàng
kiểm
trên
thương vì muốn
tra, so
facebook,
mại
được
sánh
instagram, điện tử kiểm tra
chất liệu

trang web và trực và được
vải kĩ
của thương tiếp tại
nhân
lưỡng
hiệu
các
viên tư
trước
trung
vấn để
khi
tâm
có thể
quyết
thương lựa chọn
định
mại
ra sản
mua
phẩm
phù hợp
và ưng ý
Mua sắm
trực tuyến
trên
facebook,
instagram,
trang web
của thương

hiệu

1 tháng
từ 3-4
lần

Với đề
xuất chiếc
áo 300350k ,
khách
hàng cảm
thấy sản
phẩm khá
rẻ so với
các thương
hiệu khác
có trên thị
trường

Với đề
xuất
chiếc
áo từ
300k350k,
giá khá
ổn phù
hợp với
học
sinh ,
sinh

viên

1 tháng
1 lần.
Bạn bè
mặc đẹp,
lướt web
thấy sản
phẩm
hợp nhu
cầu

1 tháng
mua từ
2-3 lần

Với đề
xuất
chiếc áo
300350k ,
khách
hàng
cảm
thấy sản
phẩm
khá rẻ
và sẽ
mua thử
để sử
dụng

24 | Marketing Research Project

HAVE KNOWN BUT NOT USED
Thông tin
người
tham gia
phỏng
vấn

Sinh viên,
quảng cáo
truyền
thông
(2000)

Sinh viên
(2001)

Sinh viên
(2001)

Sinh viên
(2001)

Sinh viên
(2001)

Sinh viên

(1999)

Sinh viên
(2001)

Độ hiểu
biết về
khái
niệm
thời
trang
bền vững

30%

30%

30%

50%

40%

20%

20%

Nguồn
thông tin

Mua hàng
được giới
thiệu

Mạng
Internet,
mạng xã
hội

Mạng
Internet

Mạng
Internet,
mạng xã
hội

Từ bạn bè

Từ bạn bè,
mạng xã
hội

Mạng xã
hội

Lý do
chưa sử
dụng

Khơng
quan tâm,
ít tìm hiểu
về thời
trang bền
vững nên
Chưa có
chưa phân
cơ hội
biệt, nhận
cũng như biết được.
là chưa có Chưa tiếp
nhu cầu sử cận nhiều
dụng
tới các cửa
hàng bền
vững,
không quá
chú trọng
về nhu cầu
thời trang

Chưa tiếp
cận nhiều
với các
nơi bán
thời trang
bền vững,
thời trang
bền vững

chưa có
thịnh
hành, giá
khá cao

Chưa tìm
thấy được
sản phẩm
phù hợp
và cũng
chưa có cơ
hội để tìm
hiểu, tiếp
cận nhiều
với các
thương
hiệu thời
trang bền
vững

Vì do đã
quen sử
dụng thời
trang
nhanh và
thích thay
đổi nhiều
mẫu quần
áo

Chưa biết
nhiều về
thời trang
bền vững.
Không
quan tâm
nhiều về
mua sắm

Những
thiết kế
của thời
trang bền
vững khá
đơn giản,
không phù
hợp với
phong
cách

-

-

Yếu tố
hài lòng
và chưa
hài lòng
về thời
trang bền

vững

Chưa hài
lòng về
giá thành
sản phẩm

Đánh giá
cao ý
nghĩa
nhân văn
của thời
trang bền
vững như
là thân
thiện môi
trường,
tạo điều
kiện việc
làm với

Hài lịng
về ý thức
bảo vệ
mơi
trường
Khơng hài
lịng về
giá thành
sản phẩm

Hài lịng
về chất
liệu thiên
nhiên
Chưa hài
lịng về
giá thành
sản phẩm

Hài lịng
vì ý nghĩa
bảo vệ
mơi
trường
Chưa hài
lịng vì
thiết kế
khơng đa
dạng


25 | Marketing Research Project

mức lương
ổn định
cho nhân
cơng
Khơng hài
lịng vì giá

thành thời
trang bền
vững khá
cao ,
không phù
hợp với
sinh viên

Yếu tố
nào thu
hút bạn
sử dụng
thử

Đặc tính
của quần
áo có
mang lại
sự thoải
mái
khơng, có
thể sử
dụng lâu
bền khơng

Đề xuất
mức giá

350k-400k 100k-200k 300k-500k

Hạn chế
mua sản
phẩm có
logo, thích
mẫu mã
Thói quen
đẹp nhưng
mua sắm
khơng phơ
trương
thương
hiệu ra
ngồi

-

Thường
mua sắm
qua trang
mạng xã
hội:
instagram
và mua
sắm trên
trang
thương
mại điện
tử: shopee

-

Chất
lượng sản
phẩm
mang lại
có tốt và
có thể sử
dụng lâu
bền được
hay khơng

Chất liệu
sản phẩm
có đem lại
sự thoải
mái,
thống
mát và êm
dịu cho
làn da hay
khơng

400k-2tr

500k-2tr

Thơng
Thích mua thường sẽ
sắm trực
thích mua

tiếp tại các sắm trực
cửa hàng tuyến trên
hơn.
facebook,
Nhưng
instagram,
cũng mua
shopee.
sắm trực Nhưng đôi
tuyến qua
khi cũng
kênh
sẽ mua
shopee và
sắm trực
taobao
tiếp tại
cửa hàng

Chủ yếu
mua sắm
trực
truyến
thông qua
facebook,
instargam,
shoppee,
trên trang
web của
cửa hàng

quần áo.

Chất
lượng,
chất liệu,
màu sắc.
Muốn sử
dụng sản
phẩm bảo
vệ mơi
trường

-

200k-500k 300k-500k

Mua sắm
online :
shopee

Thích mua
sắm trực
tiếp và
thường
mua ở các
cửa hàng
quận 1
thành phố
Hồ Chí
Minh