CASE STUDY ON THE BUSINESS PROFESSIONAL DEVELOPMENT - FINAL PROJECT

TERM 2 - LCDF

SOIDUTS AIG
OF VIETNAMESE LOCAL BRAND TEACHER: MR.STUART MACLEOD

2021

01 Brand Report
GIA STUDIOS BY LAM GIA KHANG

Presented by BUI LE NGOC VY

 About the brand

SOIDUTS AIG
" THE HOUSE OF MUSES"
CONTEMPORARY, MINIMAL, READY-TO-WEAR

Minimalism doesn't just stop at form or material, but also focuses

on complexity from the inside. People often simply and easily
assume that minimalism is expressed through color or shape, but
with a fashion item at GIA STUDIOS, minimalism is complexity at its
highest level.

The brand also aims at women who are becoming mature, things
are becoming more and more minimalist, and individuals who seek
deep value in life instead of showing off. In this creative field,
designer/founder Lam Gia Khang upholds 3 philosophies that build
up the GIA STUDIOS brand. The first is "less is more". Secondly,
when you put out an outfit and feel happy, it's exactly what the
customer want. Last but not least, the costume always has its own
language and its own story. He does not force clothes according
to his linguistic sense, because the woman - the owner of the item
will be the best "storyteller", bringing her own life and personality
to the product.

ADDRESS:
- 41A LY THAI TO STREET, HOAN KIEM
DISTRICT, HANOI, VIETMNAM. SINCE 2018 02
- 19-20 DONG KHOI STREET, DIST.1,
HO CHI MINH CITY, VIETNAM.
 | Location and

SOITUS AIG
Window display
SHOP WINDOW
Folk objects such as stone jars and earthenware vases
create Vietnamese inspiration for the exhibition space,
showing the story of the brand at first sight.

They sometimes don't display clothes but show the accessories

The brand has 2 locations in Hanoi and Ho Chi Minh City. These
are the two largest cities in Vietnam and have a lot of
economic capacity, as well as access to a wider range of
customers, especially stars and influencers. These are
favorable locations to build stores and optimize profits and
revenue.
Choosing a location for a brand to thrive is one of the most
important things to decide the success of GIA STUDIOS.
Customers in central places and upper-class will be willing to
spend money on new items at a young brand.
ADDRESS:
- 41A LY THAI TO STREET, HOAN KIEM
DISTRICT, HANOI, VIETMNAM.
- 19-20 DONG KHOI STREET, DIST.1,
HO CHI MINH CITY, VIETNAM.
like handbags, instead, this depends on each season. They often
display the best sellers or hot items of the month/year on the
bases. The pedestals use folk materials such as straw, dried
leaves combined with shapes, creating a special cultural
structure.
The display window is arranged in the minimalist style
In addition, the brand also uses contemporary materials such as
that the brand aims at. Limit the display of too many
wood, glass, and metal for the display windows. They give a
pleasant and bright feeling from the outside. products and use only 1 mannequin. The space from the
outside looks bright and sophisticated.

03
 |TARGET CUSTOMERS
GIA
NOITAREPO SSENISUB

DEMOGRAPHY

- Gender: Female.
- Age: from 25 to above 25.
STUDIOS
- Income: over 3000 USD/month.
- Social class: near-upper and upper-class.
- Jobs: entrepreneurs, artists, influential people, people with high positions in
socio-economic organizations...
- Location address: major cities in Vietnam and the world such as Hanoi, Ho Chi
Minh or New York, London, Paris, ...
- Characteristics:
Smart, modern women who always want to change themselves every day
through knowledge, culture and art.
Finance: Not afraid to pay high prices for fashion to become special in parties,
offices or events.
Artists performing on stages.
- Lifestyles:
Have a desire to appear with visual representation.
Requires high demands of services, especially in fashion areas.
High-class life and love for high-quality products, made in a standard and
progressive way => Towards high-end fashion products.

04
|CELEB ENDORSEMENT
Thanks to the designer's talent and deep creative
thinking, GIA STUDIOS has built up a set of
potential and powerful customers, including
celebrities in showbiz, actors, models, and Miss
Vietnam...

They are all the muses of the brand, who have a

great aesthetic eye. Therefore, the image of
them appearing with costumes from GIA
STUDIOS has created great fashion waves for
young people and the customer community.

Building good relationships with celebrities in the

showbiz is an effective way of marketing,
boosting revenue and increasing brand influence,
increasing brand awareness for GIA STUDIOS.

05
|RELATIONS WITH MAGAZINES

Like a tireless bird, within three years,

Lam Gia Khang continuously introduced
to fashion lovers 11 collections and put
his name on Forbes Vietnam's list of 30
successful young people before the age
of 30. Nam 2016. In 2018, he launched
GIA STUDIOS brand, marking a new stage
in his career.

Since the day GIA STUDIOS was established, the elegant
and highly applicable designs of designer Lam Gia Khang
have become the focus of major fashion magazines in
Vietnam such as ELLE, VOGUE, L'OFFICIEL, DEP
MAGAZINE,...
These are the leading Fashion Magazines in Vietnam,
which attract the attention of fashion lovers and famous
people in the fashion industry.
With international awards and brand expansion to foreign
countries, GIA STUDIOS and designer Lam Gia Khang not
only appear on Vietnamese newspapers and magazines but
also on international magazines such as CNA LUXURY...
It can be said that designer Lam Gia Khang and GIA
STUDIOS have a certain influence on the Vietnamese
fashion industry in particular and the world in general. In the
future, GIA STUDIO will surely grow even more, and
increase the reputation more widely.

06
 BUSINESS
OPERATION
LOOKBOOK OVERVIEW

CISSALC DNA ELPMIS

THE PRODUCTS|
Clothing
GIA STUDIOS

He offers three main product lines. The first is the Essential line,
the basic fashion every woman needs, tailored to standard
measurements. The second is the Signature line, products that are
launched seasonally, customized to individual measurements. And
finally, By Appointment, the product line is designed and made to
order. All are made with many handcrafted details on carefully
selected materials.

Creating costumes with a minimalist style but able to tell many

stories, Lam Gia Khang skillfully integrates very Vietnamese
images into GIA STUDIOS's designs. It was highly revealed in the
recent Spring-Summer 2021 collection (DELICATE INDOCHINA -
Beautiful Indochina), is the image of a fan that is reproduced
through a leather hand bag with a neutral color palette. Or the
camisole, ao dai, and four-piece dress with a contemporary (and
practical) breath. Besides, the rigor in the quality of each product
branded GIA STUDIOS also shows his effords in bringing 100%
"made in Vietnam" products to the world. And in response is the
continuous appearance of the name GIA STUDIOS on major online
commerce platforms such as MODA OPERANDI, FARFETCH, ..

DELICATE INDOCHINA

04
07
 BUSINESS
OPERATION

CISSALC DNA ELPMIS

The beauty of GIA STUDIOS's handbags represents the
THE PRODUCTS| brand's philosophy: elegance in the simple things, grace
in the simple things. It's about contemporary elegance,
Handbags about what defines a woman. Besides, many Vietnamese
fashionistas also actively promote this trendy bag.

GIA STUDIOS

Recently, urban women have fallen in love with

croissants inspired by croissant, thereby exuding
the elegant beauty of French muses. Introduced
by GIA Studios in the Spring Summer 2018
collection and re-appeared in the pre-Fall 2019
collection, handbag masterpieces in satin or soft
vegan leather elevate the inspiration for walking
and relaxing.

The attraction of the bags comes from GIA STUDIOS's philosophy of

"luxury in simple things, grace in simple things". For 2020, the Who
What Wear page included the GIA STUDIOS Croissant bag in its 2020
accessory trend list, along with the Bottega Veneta croissant bag.

08
Colors & Materials
MAIN TONES

CISSALC DNA ELPMIS

COLOR CHIPS
COLOR SWATCHES & FABRIC USED

White, beige, and black are basic,

neutral tones, giving the impression of
BLACK BEIGE WHITE ultimate elegance and sophistication.

PLEATING, RUCHED Most of the fabrics he chooses are sourced from

DETAILS... Japan, a country known for its meticulousness and
care in product quality that he fully believes in.
Some ingredients are completely organic or eco-
friendly like cotton and vegan leather or
CREAM regenerated from plastic utensils.
NEUTRALS... IVORY
OFF-WHITE

PALE BLUE BROWN MINT

SOFT, WOVEN...

SEE THROUGH

They often use soft materials such as lace, silk, COTTON CEILING
linen and rough materials such as burlap, khaki...
creating a strong contrast in the designs.

09
| The Website

CISSALC DNA ELPMIS

ONLINE SALES

The main tone of the website is white and a bit of light grey ,
which represents the signature minimal style of GIA STUDIOS. The
page cover is a picture from the latest collection "DELICATE
INDOCHINA", adding the brand's name and informations. On the
content side bar, there are different categories to be explored like
products/collections/fashion show/stories.....For me, the website
looks clear, clean, and modern with white/neutral layouts only.

This is the list of GIA STUDIOS's stockist stores, where they sell
products online to foreign customers. The worldwide sales push up
the brand's reputation and profits. Mostly, the products are popular in
China and Asian countries, but in the future, designer Lam Gia Khang
will make it closer to other parts of the world.
10
Clicking on the "READY TO WEAR" bar, it will appear the
whole lookbook photos from the collection. Clicking on one
collection, the looks appear respectively. And finally, click on
the products, there will be several pics with its descriptions,
price, colors and sizes. The categories are shown clearly and
there are guildlines for the garments under "Add to shopping
bag" button.
| Price range

SOIDUTS AIG
CLOTHING

SORT BY: LOWER PRICES TO HIGHER ONES.

PRICE RANGE: 240 $ - 1380 $.
FOCUS: ITEMS FROM OVER 400 $ - APPROX 800 $.

SIZES: S, M, L, XL.
FABRIC: MAINLY ORGANZA, LINEN, TWISTED
COTTON, AND SILK...=> CONTEMPORARY LOOKS.
STYLES ARE FLOWY, A-LINE DRESSES AND SOFT,
SUSTAINABLE MATERIALS, WITH A SIGNATURE
FEMININE IMAGE ( BRAND'S IDENTITY).
THE SHAPES AND STYLES ARE MOSTLY FOR
WOMEN AT ALL AGES, OR EVEN A MIDDLE-AGE
WOMEN WILL HAVE HER OWN SIZES. IT IS CATER
FOR ALL BODY SHAPES.

11
| Price range

CISSALC DNA ELPMIS

HANDBAGS BEST SELLER - CROISSANT BAGS

SORT BY: LOWER TO HIGHER PRICES.

PRICE RANGE: 257 $ VN- 626 $.
SIZE RANGES: MINI, AVERAGE, LARGE.
THE AVERAGE PRICE: MAINLY FOCUSES ON THE
RANGE OF OVER 302 $ - APPROX 400 $.
FABRIC: LEATHER AND SATIN, NEVER BE OUT OF
STYLE.
THE STYLE S AND SHAPES ARE MINIMAL,
CONTEMPORARY AND TIMELESS.
SUITABLE FOR WOMEN AT MOSTLY ALL AGES
(24-40) AND INTERESTS.

12
|Social Media Branding
FACEBOOK, INSTAGRAM, YOU TUBE
FACEBOOK PAGE
Nearly 130.000 likes.
Above 130.000 followers.
Adequate information provided (addresses, contacts,
working hours, helps...).
They posted garment images with the prices right
below/easy to find the products you want.
Great engagements with customers through feedbacks
photos each week.
Photoshoots/lookbooks/campaigns and celebrity
feedbacks are updated everyday and every week.
However, the insights are not so strong compared to the
overal followers. GIA STUDIO's social medias will still be
on the rise in the near future.
13
INSTAGRAM LAYOUTS
They engage with the customers very well, there
are plenty of photos on instagram that tagged
@gia_studios. They are all high quality pictures
with beautiful locations, posings...really stunning
feedbacks. The feminine spirit that the brand
brings out works really well actually.
FEEDBACKS
They have just develop their instagram
quite recent.
Layouts are cool and professional.
Overal spirit: contemporary, minimal, clean
looks.
Besides product photos/photoshoots, there
are also mood pics/inspirational pics/
details on garments or materials...
The brand's logo appears mostly on every
photo.
Builds deeper stories for the brand more
than just sell clothes.
Feedback tags are stunning, GIA STUDIOS's
cusomers were mostly women with
luxurious life styles and love to travel, take
photos...
|Visuals

CISSALC DNA ELPMIS

CAMPAIGNS & GRAPHICS
OUTDOOR PHOTOSHOOTS
FEEL THE LANDSCAPES
WIDE AND FREE
STILL REMAINS THE
ELEGANCE
MINIMAL & SIMPLE
WOMEN BEAUTY

HIGH CONTRAST PHOTOS

For the women of GIA STUDIOS, her summers are "escapes"
from the sweltering city sun. She wanted to go to a place
where the sun and wind didn't suffocate, where the sun
crisped the skin, where the white linens breathed new life,
where the wind filled the sails with freedom. do, vigorously
surf wherever your imagination takes you.
DEEP SHADOWS
WARM TONES
NATURAL, CONTEMPORARY, MINIMAL BACKGROUNDS... LOW SATURATION, FOCUSES ON
Puffef sleeve dresses are like windy sails, taking her to a new horizon NATURAL LIGHTS
with adventures full of freedom and freedom. Where the sun's rays of SHARP STRUCTURES
summer crept through each soft linen fabric, cherishing each
movement, bringing a sense of calm and poetry.

14
|Visuals
MOOD/PRODUCT PHOTOS
The collection overview: simple and modern with creamy
background. We can easily see the brand's identity through
this: feminine, vintage, elegant and modern. The colors are
soft and bright, not to bold or colormixed.
SOIDUTS AIG - CISSALC DNA ELPMIS
PRODUCTS ON HANGERS.
BRIGHT COLORS, THANKS TO NATURAL SUNLIGHT.
GUST OF WIND TO BE FLOWY.
INSPIRATIONAL MOODS.
MODEL POSING WITH THE BACKGROUND OF GARMENT BAGS,
WHICH WAS AN UNIQUE IDEA.
THIS WAY OF VISUAL MARKETING HELPS US TO FEEL AND GET
CLOSER TO THE PRODUCTS/THE DETAILS/MATERIALS AND
SILHOUETTES (WITHOUT TAKING NOTICE OF A LIVE MODEL)...
15
|Advertisement
SHOPPING BAGS CATALOGUES
PROMOTIONS & PACKAGING
GENERATE SALES

ADDRESS CARDS

20% sale everytime end of

the season.
The biggest sale up to 50%.
Sales for online orders only GRAPHICS
(sometimes) => Increase
insight views for website
and social media pages...
10-20% sales last for about HANGERS
THANK YOU CARDS
over 10 days.
50% sales last for about 3 ANNOUNCEMENTS Minimal, simple plain white packagings.
days. Neutral tones for all packaging products...
Avoid to many texts on the cards...
They use a nicely constrcuted paper material for
the bags and lables...
GIA STUDIOS IS A BRAND FOCUSES ON ELEGANT AND CONTEMPORARY STYLE Feel a sense of elegance, luxury through the touch
THROUGH VISUALS, DISPLAYS, AND ADVERTISEMENTS. THE MAIN TONES ARE MOSTLY LABEL/PRICE TAG of packagings.
NEUTRALS LIKE WHITE, CREAM, BEIGE.... THE GRAPHIC LAYOUT IS SIMPLE AND
MINIMAL, JUST BIGGER TEXTS FOR IMPORTANT INFORMATIONS LIKE BRANDNAME,
LOCATION AND SMALLER TEXTS FOR DEEPER DESCRIPTIONS. 16
 NATURAL LIGHTS
| Visual merchandise

SOIDUTS AIG - CISSALC DNA ELPMIS

IN - STORE DISPLAY
Minimalist style rarely tolerates many complicated pieces
of furniture. Therefore, special attention is given to natural
light. Bringing more natural light into the house also helps
the customers feel more peaceful and free.

The floor is made of soft concrete, the mannequins are

displayed at the side walls or the window of the store.
There is a mix of contemporary materials like glass,
metal, concrete and woods... The interior of the store
is quite bright in general, white ceilings, white walls,
creating a welcome feeling to the customer.

Billing counters are kept clean with white color and no

merchandise, there are wardrobes for the customers to
put in their bags/stuffs. The background is simply the Gia
Studios logo.
THE CASHIER

OVERAL SPACE CONTEMPORARY MERCHANDISE ARRAGEMENTS

ARCHITECTURE
CURVED SHAPES The garments are arranged together by
Overal style: elegant, clean and minimal.The
ROUNDED FORMS tones and categories (trechcoats together,
main tones are white and cream, which is
MIRROR EFFECRS ideal for modern days. The space is large so
dresses together...). The same thing is done
DECORATIVE PLANTS with the window display in the shopping
they can display different kinds of garments mall.
FREE-FORM SHAPES without looking crowded.
OPEN FLOOR PLANS The display is to provide a modern boutique
LARGE, ABUNDANT WINDOWS experience. The exterior looks quite bright with
the addition of new lightning units to make it
more dominant than the others.

17
 Working spaces
CISSALC DNA ELPMIS

THE STUDIO & WORKSHOP

MINIMIZE CUMBERSOME DECORATIVE ELEMENTS TO AVOID BEING

AFFECTED, AND DESIGNS WILL BECOME MORE PROMINENT AGAINST A
WHITE BACKGROUND.

Designer Lam Gia Khang's workspace carries a breath similar to the aesthetic personality that
he often shows through his fashion collections: elegant, neat and creative.

The overal space includes areas for each different design stage such as: general working corner,
pattern design, sampling, fabric warehouse, product finishing room. Originally an ordinary
apartment, Khang spent a month to overhaul this place, knocking down all the walls, expanding
the space, redoing the floor and setting up the entire lighting system. He cleverly chose white as
THE SMART INTERIOR ARRANGEMENT HAS CREATED AN the main color tone, combined with white wooden furniture to make the overall space more airy.
IDEAL WORKING SPACE WITH ONLY 150M2.

In general, all the design and technical elements that the designer sets for his studio comes from the
desire to create a creative and productive working space. With the desire to unite the spirit and eliminate
the gap between the boss - the employee, he did not arrange a room for himself, but instead brought a
common space where everyone could exchange and learn together to create the most perfect designs.

18

FASHION SHOW
SOIDUTS AIG
Basic Principles
More than 300 guests sitting in the front-row row had the
opportunity to fully enjoy the young designer's unique collection
during the two hours of the event without being influenced or
dominated by other art performances.
Lam Gia Khang boldly brings many new ideas. The show's catwalk
is arranged as a simple, delicate garden, taking advantage of
natural light effects to create accents, bringing many emotions to
viewers.
19
The brand still maintains the elegance
and minimalism, reflected in the black and
white tones. He shared his desire to show
the spirit of being close to nature,
portraying the image of urban women who
always know how to shake off the
pressures of life and find themselves in a
far away place.
All the models have a height of 1.75m to
perform on low-soled shoes, expressing
the designer's "muse" message.
Right after the launch of the collection in
Vietnam, Lam Gia Khang will go to Korea
to attend Seoul Fashion Week.
Unlike previous classic designs, Lam Gia Khang's spring-summer
collection is a breakthrough in form.
Experiences from her own travels are the inspiration to help Lam
Gia Khang complete 50 designs with minimalism style, inspired by
the desire to explore and the passion for freedom of today's
modern women.
|Evident Changes
DEVELOPMENT THROUGH YEARS
2018
Elegant, minimal, chic.
Mostly feminine dresses with
long hems.
Charming, soft and bright looks.
THE STYLE LINE THROUGH YEARS: ELEGANT, MINIMAL AND FEMININE.
2019
Elegant, minimal, classy.
The silhouettes were more
unique and complicated with over
2 pieces.
Empowering womem images.
2020
Elegant, minimal, feminine &
masculine.
The looks were bolder & stronger
due to new garments like vests,
blazers...
Handbags development (hot seller:
Croissant Bag).
2021
Elegant, minimal, contemporary.
Deeper developments & stories
in each design. Mostly Asian or
Vietnamese inspirationals.
Architectural components in
details.
Different kinds of handbags
were on the shelves.
20
 NATIONWIDE

| The Competitors
SOIDUTS AIG

OTHER FASHION BRANDS WITH

THE SAME AESTHETIC

With an international target, the research process provides market analysis of international brands
with the same minimalist and contemporary style as GIA STUDIOS, including: Jil Sander, Marni, HIGH-FASHION HIGH-FASHION
Regina Pyo...

At the same near-luxury price, GIA STUDIOS offers highly applicable designs, suitable for the shape
of Asian women. In addition, GIA STUDIOS also brings Vietnamese cultural values along with logic
and selectivity through the idea development process.
PRICE

WORLDWIDE PRICE
PRICE

APPLICABILITY APPLICABILITY
APPLICABILITY

240$-1380$

PRICE PRICE

The process of researching and analyzing the market offers brands with the same contemporary and minimalist fashion
orientation with GIA STUDIOS including: Subtle Studios, Iconic Studios...
At sub-luxury prices like Subtle, Iconic...GIA STUDIOS has a higher price but more refined materials and higher prestige
thanks to the trust of people with high expertise in the fashion industry.

At the near-premium price range, including MEL, Nosbyn..., GIA STUDIOS offers professional designs based on the
research and development process of ideas, logical images and stories.

=> The domestic competitive advantage of GIA STUDIOS: good product quality, research and creativity, and high
21 applicability. The image quality is good, consistent and the price is not too hard to reach.

OIDUTS AIG
STRENGTHS
Years of experience in
fashion design (Lam Gia
Khang graduated LCDF; Top
3 most talented designers of
Project Runway 2013 after
participating in Elle Fashion
Show Spring/Summer 2015).
Contemporary style,
timeless designs and
applicabilities.
Reputation as a brand with
wide range of famous/
influencer customers.
Quality of products,
materials and packaging.
22 Stable marketing - sale
SWOT ANALYSIS
WEAKNESSES
Facebook and Instagram's
insights are still low (compared
to the followers). They need
more interactions on social
medias.
High price range, sometimes it
is hard to attract a younger
generation of customers in
Vietnam.
Online stockist stores are
mostly in China, while the goal
is international markets like
US-UK...
GIA STUDIO
OPPORTUNITIES THREATS
Emerging international markets Many strong competitors (both
(online stockists, foreign nationwide and worldwide) with
customers...). the same styles/aesthetics...
Collaborations/partnerships Gia Studios remains as a young
brand and is still finding its
with stars, influencers, Vietnam
position in the fashion industry.
International Fashion Week and
Rising labour costs in Asia.
other luxury brands...
Covid 19 - unstable economy.
Maintain quality of products but
Slow economy will effect 10% -
expand collections.
15% expansion rate.
Strong brand images that gain
Everchanging fashion trends on
customer's attractions.
the world.
Asia/Vietnamese spirits in the
designs => brings the precious
culture out to the world.
Creates the trends.
Reputation of designer Lam Gia
Khang on International
websites.
Thank You !
https://gia-studios.com

23