Professional Documents
Culture Documents
VIETNAM
CFVG - MBA 29 - GROUP 7
1. Chula’s Business Model Define
Economic Model
1. From Domestic to International Expansion and
online channels
→ Revenue from clothes and fashion sales
● Offline stores in HN, HCM, Hoi An
● Pop-up events in many countries
● Online on FB, website
2. Hispanic & Vietnam culture blend
- Sustainable production
● Fabrics mostly came from local suppliers which were ethically produced and carefully traced
3. Sources of Development
Chula customer and turn over development main Trends about Chula’s customers:
sources:
- Vietnam: HSBC’s Expat 2019 Global Report
● Local people: - Vietnam is in Top 10 countries for expatriate
○ Expats who are seduced by the mix of influences from culture workers.
from West to East - Expats in Vietnam annually earn $90,408 on
○ Vietnameses who are not denying the East but attracted by the average, with 31 percents seeing an income
West rise of 25 percents and above - Both
● Tourists from Europe, America, Asia discovering Vietnam proportions are higher than the global average.
- Outside of Vietnam: Growth of visitors’ arrival in
● Customers in more than 30 fashion pop-up events in 20 countries. Vietnam 2015 - 2019
Global Ethical Fashion Market
Big competitor
2 ● Fashion brands at moderate prices, Zara, H&M and Uniqlo were quickly revealed as very
attractive for young Vietnamese customers
● Vietnamese brand: Canifa - have diversified their product range, while improving their
design and approaching buyers through new channels. High-end local brands - such as
Elise, Alcado, Coco Shin and Magonn, among others - are renewing the design of their
products, in line with international fashion trends to better satisfy their customers
5. Challenges pre/post Covid-19
POST-COVID 19
Changing consumers’ behaviours
1 Decrease income of customer, especially expats, customer prefer value products with low price.
Transition from offline to online sales channel.
The capital investment in the fashion and garment industries has narrowed
2