Abstract：Use data statistical analysis，to the Vietnam brand clothing market consumption characteristics and sales channels and so on three aspects are analyzed and summarized，and thus to the clothing production enterprise and the clothing trade between the two countries put forward some Suggestions.

Key words：Vietnamese brand clothing；Consumption characteristics；Sales channels

Vietnam，one of the fastest growing economies in southeast Asia，has also greatly increased the economic growth of Vietnam’s textile and apparel industries since joining the WTO.With the development of the domestic garment market and the improvement of consumers’ fashion consciousness，people have gradually changed their fashion consciousness and gradually keep up with the trend of international fashion.Vietnamese consumers，especially young people，are increasingly cognizant of the brand and are in great demand.

This article through to in Vietnam clothing retail enterprise brand and consumption object characteristics and the characteristics of sales channels and so on three aspects on summary and analysis of hope in a certain extent，can give the clothing foreign trade followers to provide some reference.

1 The present situation of Vietnam’s brand clothing manufacturer

Vietnam’s retail sector has great potential，as well as the ability to radiate to other asean countries’ markets.Vietnam ranked third behind India and Russia in the world’s 30 most attractive retail investment markets，according to a 2015 survey byinternational agencies.However，the development of clothing retailing attracts many foreign brands，which makes domestic brands face great challenges.

Currently，the Vietnamese clothing market has about 140 foreign brands，accounting for 60% of the clothing market share .There are international high-level brands such as D&G，Louis Vuitton，Gucci，Valentino，Roberto Cavalli，Rene Caovilla，Minalo，etc.Have international medium brand，such as Giordano，Bossini，Esprit，Mango，etc.Owns Asian brands such as Lining，Giordano，Bossini，Charles&Keith，Carlorino，Nose and Noir.Although the foreign brand price exceeds the public consumption level，but still obtains the consumer’s favor.

Vietnamese brands account for only 40% of the market.The Vietnamese brand is still in a stable position because of its knowledge of the local market and its wide distribution.But there are limits to design and marketing management capabilities.Therefore，the influx of foreign brands will bring great challenges and difficulties.Figure 1 shows the value of Vietnamese brand clothing.

Figure 1 Vietnam clothing brand value comparison chart from 2014—2017

A few Vietnam garment enterprises adopt OBM （Own Brand Manufacture） operations （namely the contract management has its Own Brand，or producers to create Brand products，production，sales，with independent Brand products），such as Thoi Trang Viet，Viet Tien，Nha Be，An Phuoc brands.

2 The consumer market of Vietnamese brand clothing

Vietnamese brand clothing market consumers mostly young people.Young people’s consumption characteristic is： enthusiasm for fresh，strange clothing，sensitive，and attempt to fashion，tide，is paid attention to when the consumer pursuit distinctive personality，quite understand with brand clothing，and the pursuit of desire.In addition，the population aged between 15 and 29 belongs to the age of the existing income，and has a certain capacity for clothing consumption.Therefore，the Vietnamese brand clothing market has great potential for market development in young consumers.

Vietnam has a large number of fabric market，the larger scale，the price is cheap，abundant style，etc，such as Cho Hom Ha Noi and Cho Dong Xuan，Bac Ninh province of Ninh Hiep，Ben Thanh and Tan Dinh market in Ho Chi Minh city.As a result，many Vietnamese prefer to buy cloth directly to the sewing shop.

3 Marketing channels for Vietnamese clothing

In recent years，clothing sales channels showed a trend of increasingly diversified，the traditional wholesale，retail and other clothing sales channels has been expanded to no retail stores，such as the Internet，telephone，catalogue，delivery，etc. Vietnamese clothing marketing mainly has physical stores，online shopping and other channels.

3.1 Store

The retail clothing marketing entity stores in Vietnam include five main channels including clothing stores，shopping center，supermarkets，self-run clothing stores and traditional clothing market.From 2015 to 2016，Vietnam had only 200～250 supermarkets and shopping centers，but by 2016 it had increased to about 530 supermarkets and shopping centers.The main features of four aspects are：

Clothing store or shopping center run by garment production enterprises or their agents，location in the city center area high popularity，mostly products are foreign brands or domestic famous brand，in view of the high consumption crowd.

Although clothing supermarket supply of clothing style act，quality is general，but more affordable price，supply of goods，produced by small Vietnam or China imports，and often to discount promotions to attract customers.These brands mainly rely on the popularity of supermarkets to improve their brand awareness and performance，targeting middle-income consumers.

The self-run clothing store refers to the smaller street clothing store，which is mostly on the street side of the crowded street.The clothing in the store is rich in style，the source is updated quickly，the price is cheap.The source of the self-run clothing store is more complex，and more than a lot of goods from China and Canton are in the market.

3.2 Online shopping

According to Cimigo companies released in April 2015，the Vietnam netizens report： the use of the Internet and the development of noted in Vietnam，online shopping development soon，online shoppers proportion of Internet users in 2015 from 28% to 48% in 2016 is 40%.

Online shopping sites，such as enbac.com，123.com and 5giay.com，have been accessed by Internet users，including online banking transactions such as Vietcom Bank，ABC Bank and Techcom Bank.Most of the consumers of shopping on the Internet are northerners （58% of the city），aged between 15 and 34.

Currently，shopping is still in the early stage of development in Vietnam，and shopping website is relatively fragmented and small，with a low proportion of e-commerce.But its development potential is big，the consumption object mainly is office worker，student and so on young crowd.Social networking sites in Vietnam have facilitated the use of social networking sites because of the huge user community effect and the simplicity of the payment tool.Therefore，the sale，promotion and promotion of clothing products through social network will become an indispensable channel for Vietnamese clothing sales.

3.3 Other channels

In addition to physical stores and online shopping，Vietnam clothing retail market also has temporary clothing exhibition，temporary special sales field and other sales channels.Since many brands and merchants are often gathered in the exhibition，this is also a good opportunity for enterprises to reach sales contracts and find cooperative partners.For consumers，the price is a sensitive point，and the popular brands can use the price reduction，holiday promotion，and discounts during large-scale activities to effectively promote the brand clothing.

The cultural and aesthetic concepts are similar，and through the study on the characteristics of local customs，body shape and consumption in Vietnam，China and Vietnam will have a great development prospect.

References

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[2]Euromonitor International Company.Retailing-Vietnam [EB/OL].http：/www.euromonitor.com/retailing-in-vietnam/report，（2017-10-15）[2017-12-11].

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