000041373 TEENS FASHION MARKET RESEARCH IN HANOI A thesis submitted as a requirement for the degree of Bachelor of Business Administration NGHIÊN CỨU THỊ TRƯỜNG THỜI TRANG THANH THIẾU NIÊN TẠI HÀ NỘI

Theory background

Stages on consumer behavior

Consum er behavior has been considered to happen just about every moment of everybody's lives, in one or other form s Following Jacoby J (pp.331 - 58,

Consumer behavior encompasses the full spectrum of decisions that individuals or decision-making units make about acquiring, using, and disposing of goods, services, time, and ideas It covers what is purchased, why it is chosen, how it is obtained, when and where purchases occur, and how much or how often it is used These decisions relate to the consumption of an offering—whether a product, service, time, or idea—by the decision-making unit, which includes roles such as information gatherer, influencer, decider, purchaser, and user, and these choices unfold over time—from hours and days to weeks, months, and years.

There are five stages of consum er behavior: (http://w w w -rohan.sdsu.edu)

Need recognition occurs when a consumer detects a difference between their desired state and their actual state that is large enough to activate the decision process This stage, often described as perceiving the needs, contrasts the current reality (the actual state) with the preferred situation (the desired state) and sets the motivation to act The drive to resolve a problem depends on two factors: the magnitude of the discrepancy between the desired and actual states, and the relative importance of the problem to the consumer Understanding need recognition helps explain how consumers move from awareness to consideration as they seek to bridge gaps and satisfy unmet needs.

Once problem recognition occurs, consumers typically begin a decision process to solve the specific problem, a phase often described as "seeking value." In this framework, search includes both mental deliberation and physical information gathering to support decision making about a marketplace goal object The search process consists of two stages: internal search, where memory contains relevant information, feelings, and past experiences related to the product or service; and external search, where new information is sought from three primary sources: personal sources (friends and family), public sources (independent product-rating organizations such as Consumer Reports), and marketer-dominated sources (advertising, company websites, and salespeople).

After information is collected, the consumer enters the information evaluation process This stage involves carefully appraising alternative solutions to market-related problems based on specific criteria The search process identifies the available alternatives, and these options are then compared to prepare the consumer for a purchase decision.

The next step that consum er get involved in is purchasing decision, to buy value And finally is post - purchase behavior, the value in consumption or use.

Consumers face a wide range of decision options, yet these choices can be distilled into five core types of purchasing decisions: what to buy, how much to buy, where to buy, when to buy, and how to buy This five‑type framework, attributed to Loudon and Della Bitta (1993, p 20), helps explain buying behavior by highlighting the key decision points that drive purchases.

Understanding the consumer decision‑making process starts with what to buy—the brand, price, and product features that will trigger a purchase The next step is deciding how much to buy, followed by where to buy, a decision that both shapes and is shaped by the chosen product and its attributes Retail competition centers on this location decision, since two ostensibly identical products can be perceived differently due to branding, service, or convenience Consumers must choose not only the general type of store but also the specific outlet, and some may even opt to buy from a catalog rather than visit a store Timing matters as well; the when‑to‑buy decision depends on urgency, item availability, store hours, sales periods and discounts, and transportation Finally, how to buy encompasses different purchasing strategies and payment options—extensive shopping versus quick outlet purchases, paying cash or charging it, and delivery versus taking the item home.

Types of consumers purchasing behavior

Routine response, or programmed behavior, describes the purchase of low-involvement, frequently bought, low-cost items that require little search and decision effort and are often bought almost automatically These purchases typically involve everyday essentials such as soft drinks, snack foods, and milk, where consumers rely on habit and convenience rather than extensive information gathering Because the cognitive load is minimal, these items are influenced mainly by routine cues, consistent past behavior, and in-store triggers, making promotional strategies and shelf placement especially impactful.

Limited decision making occurs when you buy products only occasionally and must gather information about an unfamiliar brand within a familiar product category This process involves a moderate investment of time for information gathering as you compare brands, assess features, and evaluate prices An example is clothing, where you know the product class but may not know or have a preferred brand yet.

Extensive decision making occurs with high-involvement purchases that are often unfamiliar, expensive, or infrequently bought These choices carry high economic, performance, and psychological risk, prompting buyers to spend significant time researching options and comparing choices Common examples include cars, homes, computers, and education, where consumers engage in thorough information search and deliberate decision-making before committing.

Information from the com panies MM; friends and relatives, store personnel etc Go through all six stages of the buying process.

> Impulse buying, no conscious planning.

Choosing the shops

Consumer shopping behavior is shaped by both personal and social motivations, not merely the need to purchase The purchasing process encompasses more than the decision to buy; it includes all activities associated with making a purchase, from evaluating options to selecting a course of action During the purchase decision stage, shoppers decide what to buy, how much to buy, and where to buy, based on prior evaluations Once these choices are made, consumers proceed to select a store, with store choice influenced by factors such as store location, store design and physical facilities, merchandise assortment, advertising and sales promotions, the quality of personnel and sales staff, customer service, and the store's clientele.

Generally speaking, proximity to a store is linked to consumer behavior, but closer locations may involve more intervening activities and, counterintuitively, reduce the likelihood of patronage Store location decisions can be examined in three dimensions: intercity choice, which explains why consumers outside metropolitan areas pick one city over another; intracity choice, which focuses on shopping within the city; and interstore choice, which highlights the impact of store image Yet research indicates that location matters less than key factors like price, value, product and store variety, store quality and cleanliness, and the friendliness of salespeople (Gentry & Burns, 1977–1978) In addition, stores in attractive surroundings—interstore choice—are more likely to be patronized.

Store design and physical facilities shape how consumers perceive a store, with judgments often based on whether the shop looks right to them According to Lindquist (1974–1975), this perception spans design features such as shop layout, aisle placement and width, carpeting, and architectural style, as well as physical facilities like lighting, climate control, and even in-store music The quality of the store environment—its overall surroundings and ambiance—can influence shoppers' mood at the point of purchase, which in turn affects purchase behavior, brand evaluation, and information-seeking behavior.

The next factors affecting the shop choosing decision is merchandise, which relating to quality, selection, styling or fashion, guarantees and pricing of the products or services.

The fourth factor centers on advertising and sales promotion Retail advertising plays a key role in three core objectives: informing customers about products and services, persuading them to patronize the store or buy a specific item, and reminding customers that they are appreciated.

Shoppers value salespeople who are helpful, friendly, and courteous, a finding noted by Rich S and Portis B (1964) Customer service also shapes the customer relationship by increasing product satisfaction through services such as alterations and access to shopper information, boosting convenience with delivery options and free trials, and adding value with benefits like gift wrapping, easy returns, and accessible complaint handling (Walters C.).

Most people seek the comfort zone of the familiar, gravitating toward brands and stores they recognize Consumers tend to enter shops where the atmosphere and other shoppers resemble themselves, creating a natural fit between the shopper and the retailer This alignment between customer preferences and store characteristics explains why people are drawn to retailers that mirror their tastes and identities.

Consumer socialization

Consumer socialization is the process by which young people acquire the skills, knowledge, and attitudes needed to function as consumers in the marketplace (Ward, 1974) This process is shaped by two major forces—environmental influences and cognitive influences Environmental influences arise from socialization agents such as family, peers, and mass media, while cognitive influences involve age-related abilities like knowledge of resource conservation (Carlson & Grossbart, 1990) Together, these environmental and cognitive forces determine the rate at which children acquire consumer skills, knowledge, and attitudes.

Consumer socialization begins in childhood and continues throughout life as individuals acquire the knowledge, skills, and attitudes that shape consumption behavior Children typically learn consumer skills through observation and imitation of their parents rather than through direct instruction from family members (Sproles & Burns, 1994) As adolescents, parental influence on consumer socialization decreases, while external environmental influences—such as peers, print media, and the entertainment industry—become more influential in shaping consumption patterns.

As the influence of peers, print media, and the entertainment industry on consumer socialization continues to grow, cognitive influences are also rising, driven by a deeper understanding of monetary concepts such as delayed payments and the use of credit cards An external environmental factor shaping consumer socialization is advertising by the fashion industry, especially for new products Exposure to fashion advertisements can trigger recognition of a gap between a consumer’s current situation and their desired state, prompting a desire for more fashionable items than they already own.

Cases from other researches

Decision making styles of adolescents

Adolescents’ decision making styles were analyzed by Sproles and Kendall (1986) using a consumer style inventory that identifies eight basic mental approaches to consumer decision making and builds adolescent consumer style profiles The eight dimensions are: high quality consciousness; brand consciousness; novelty-fashion consciousness; hedonic or recreational shopping consciousness; price/value consciousness; impulsiveness; confusion from over-choice; and brand loyalty tendencies.

Trends of teens on fashion

Teens today often follow the trends of their idols and MTV, turning fashion into entertainment and fueling a strong shopping mindset According to the Cotton Incorporated Lifestyle Monitor (2003), 49% of females aged 16–19 say they love shopping, while 38% admit enjoying the activity; 57% agree they are among the first to try new styles, and on average they shop about 3.2 times per month.

Celebrities embody a blend of style, public image, and talent, according to Sarah Meikle, senior fashion editor at Teen Vogue The Monitor reports that 39% of teens say celebrities influence their clothing choices.

Today's influences skew toward pop-rock stars Gwen Stefani and Avril Lavigne, diverging from teen queens like Britney Spears Delia's Walter notes the shift, saying, "It's moving away from pop princess and more toward grunge and punk."

Teens crave individuality and authenticity, drawing style cues from a broad mix of sources, and today’s teen fashion runs the gamut—from punk rock and grunge to skateboard-inspired looks, downtown chic, tomboy cool, mix‑and‑match vintage, femme fatale glam, and uptown preppy By blending these influences, teens craft identities that resist easy labeling, inviting us to guess who they are and choosing to defy the expected rather than be put into one box.

Despite the hype around campaigns aimed at the teen market, teens are listening and filtering messages for relevance to their lives They want truth and reality and respond in large numbers, yet they also crave individuality As Dupuis explains, teens act in droves but insist on feeling unique, seeking authentic connections in their consumer choices.

Teen fashion is all about mixing styles and expressing individuality In many outfits, a luxury shirt worth hundreds of dollars takes the spotlight, paired with trousers that can be found at mass retailers, creating a high-low look that resonates with fashion-forward teens.

Teens pursue the latest fashion through multiple distribution channels—catalogs, retail stores, and online shopping—driving a multi-channel approach in teen fashion retail Delia's Walter notes that the catalog forms the foundation of the business, expanding through retail locations to reach a larger market and then achieving strong acceptance for the Web business The core message is clear: ease of shopping across channels is what fuels growth in teen fashion retail.

Merely 5% of women aged 16 to 19 say they never go to the mall to browse if they do not plan to buy, according to the Monitor And while teens may be planning to buy, they are not always exactly sure what they will be buying; a surprising 59% admitted that they purchased their clothing on impulse

"Clothes are the num ber one item for teens to buy on impulse," Cotton Incorporated's Dupuis affirms.

When asked by the Monitor about whether they aspire to emulate the style of friends who are older, younger or the seme age, 85% of women aged 16 to

Teens increasingly look to their peers for fashion direction, with 40% reporting they spend about the same amount on apparel as their friends This peer-driven behavior shows how resourceful teens push their style and trendiness within their social circles "Teens are resourceful and they push their style and trendiness among themselves," says Meikle of Teen Vogue.

Following the research of Mallalieu and Palan, (2006), with the interview of adolescence in the U.S, a lot of interesting findings can be seen.

Making Independent and Confident Decisions

Competent shoppers possess the confidence and skills to make decisions on their own They may seek input from others during the decision process, but the final purchase decision isn’t wholly dependent on that advice Instead, competent shoppers evaluate external guidance as one piece of the decision puzzle and still choose confidently, exercising independent judgment to reach an autonomous purchase decision.

Whenever I like something, I ask my friends if they like it too, but even if they don’t, I stick with my own taste and say that I do like it Just because others don’t share my opinion doesn’t mean I’ll change what I enjoy, because personal preferences are individual and not easily swayed by others.

1 4) "I have a really unique style Not many people I know w ear what I do when people mature, they stop caring about this stuff It's cool to be yourself." (Courtney, 13)

Dealing with Salespeople

Teens' interactions with salespeople influence their buying decisions; discomfort during these encounters often stems from a lack of self-confidence in making independent choices and in feeling satisfied with those choices, a pattern shown in interview quotes Additionally, other interviewees report feeling pressure from salespeople, which can further affect teens' sense of autonomy in purchasing.

Debbie, 14, says she dislikes salespeople who pressure customers by insisting that something is “just right” for them, and she wonders, How do they know? It’s unfair to pressure kids, she notes, because we deserve at least some respect from adults who are usually older than we are.

"Sometimes I feel like I'm forced to buy something when I don't want to." (Samantha 13)

W hether or not it is a matter of self-confidence, inform ants clearly try to avoid interacting with salespeople.

"I don't really like to return things It ju st makes me feel weird, so I ask my mom to do it." (Kelly, 13)

"Like, I ju st won't look at them (salespeople), and if they ask me if I need help, even if I do I'll say no." (Leah, 14)

One teen reported that she and several friends actually play a 'dare' game in a specific store to avoid salespeople who pressure customers to buy They created the challenge precisely to resist pushy sales tactics and to keep their shopping trips low-stress and under their own control By framing the encounter as a dare rather than a sale, they aim to prevent impulse purchases and maintain autonomy during their shopping experiences.

There's a game we call the Buckle Game Because The Buckle's staff work on commission, sales associates tend to push shoppers to buy So our routine is to enter, walk straight to the back of the store, touch the far wall, and exit without a salesperson speaking to us This dynamic makes The Buckle a store we don’t like, and we avoid going there whenever we can.

Teenagers feel much more at ease interacting with salespeople when an adult accompanies them, compared with shopping alone or with peers, and they perceive varying levels of service based on who is with them during the shopping experience.

One time in Penney's I was with a friend while my mom and my little brother were in another part of the store getting shoes, and we wandered over to the jewelry counter to look at something we didn’t understand We picked it up to inspect it, and a sales associate hurried over and scolded us, saying we didn’t need to open or handle it to see what it was and that the label already showed it We put it down right away and went to find my mom.

In Lucy, 13, she describes a common social dynamic in service environments: when a parent is with you, staff will approach and greet you with "Hi, can I help you?", but when you're just with your friends you may be completely ignored.

Rebecca, 14, recalls being at Valley West Mall with friends where, from the moment they entered a store, salespeople began watching them closely while other customers appeared to be adults, which left them feeling singled out and frustrated They emphasized that they had no intention of stealing, so the persistent scrutiny seemed pointless and unfair.

Excessive attention from sales staff can backfire, with the assumption that they are watching for potential shoplifters This common belief—that salespeople view teens as likely to steal—can erode trust and deter teen shoppers from approaching staff or using them as a source of information and advice As a result, teens may miss out on helpful guidance and product recommendations, weakening the customer experience and limiting sales opportunities for retailers.

Some people have that look in their eye, as if they’re watching you to see whether you’ll steal something, Lucy, 13, explains Yet she adds that some of us actually do get good grades in school.

Leah, 14, says she hates shopping when store staff hover and stare, because they assume teens will steal, which makes her feel unfairly labeled and uncomfortable She’ll respond if they ask for help or pose other odd questions, but otherwise she tends not to talk to the employees.

Sometimes what looks like ordinary browsing can mask theft, as adults may shadow children around the store to distract staff while they shoplift If you notice an adult following a kid, the children might simply be looking around and shopping, with money in hand to pay for items Yet the dynamic where the adult fixates on the child rather than the merchandise can signal suspicious behavior that store staff need to monitor for effective theft prevention Understanding this shopper behavior helps retailers distinguish between normal family shopping and potential shoplifting.

Trend of shopping online

Additionally, young shoppers are increasingly turning to online shopping, driven by teens' online habits A Forrester report shows that teens are constantly online and often go online daily, and the online behavior of older teens demonstrates that this generation has hardly known life without the Internet.

How to sell to this group of consumers is challenging because the most of buying decision coming from the wire world.

Like teens who bring friends to the mall, they often involve friends in online shopping research The report notes that they use tools such as 'Email a friend' links on retail sites, share wish lists, and rely on instant messaging to get purchasing help from friends while shopping online.

Vikram Sehgal, research director at JupiterResearch in New York City, notes that this group are among the best users of search engines Across different age groups, they're the most likely to use search engines, he told E-Commerce Times, making search engine marketing a highly effective way to reach this audience.

Moreover, teens show little interest in traditional shopping methods The report found that older teens were more likely than younger teens to use the Internet to research products and then complete the purchase in a physical store, and it recommended that merchants capitalize on this online–offline shopping tendency.

Recent findings show that young consumers continue to disengage from traditional media The report notes they are three times more likely to use Google to find local businesses than to rely on a phone company’s online Yellow Pages.

Viral marketing campaigns are an effective way to reach Generation N shoppers The report notes that, for the most part, it works Teens are active users of viral marketing tools, including forwarding video clips to friends, using e-mail a friend links, and sending e-greetings.

According to Forrester's analysis, teens' knack for avoiding advertising through pop-up blockers and digital video recorders has pushed marketers to become more creative in how they deliver messages to this younger audience.

Promotions that work with teens, it said, include advergarmes, instant-win games, online coupons, streaming video ads and cell phone promotions.

Current trends show that teens in the United States and other Western countries are shaping shopping behaviors, a pattern that could spill over into Vietnam In fact, the youth shopping trend in Western markets may portend similar shifts among Vietnamese teens Yet there are no published reports or studies specifically examining Vietnamese teens’ shopping habits, nor clear evidence that retailers have fully captured or understood these behaviors.

Research objective

This research has two main objectives

This article investigates offline shopping habits of adolescents with a focus on fashion and clothing, drawing on in-depth discussions with fashion retailers in Hanoi to assess whether current retail strategies effectively capture teen shopping behavior and preferences It analyzes how teens’ tastes for affordable, trendy, and expressive clothing shape their in-store decisions, and what store layouts, assortments, pricing, and promotions best attract this demographic By comparing adolescent desires with the offerings of Hanoi shops, the piece identifies gaps between demand and supply and suggests actionable ways retailers can align product ranges, price points, and in-store experiences with contemporary teenage fashion trends.

The second objective is to examine teens' online fashion behavior and browsing habits while analyzing fashion websites to identify their key functions, services, and overall performance, with the goal of uncovering the gap between what teens search for and prefer when they browse fashion sites and what these websites actually offer and implement to attract, engage, and retain their audience.

From two main findings, a few recom mendations will be given out for shops to improve the offline and online fashion retailing activities

Research questions

Teens

W hat is the main reason for teens to come to a certain fashion shops?

W hat is the first priority of teens when going shopping?

W hat is the common occasion that teens go shopping?

Do teens often update fashion information via Magazines?

Do teens often surf fashion websites?

What is the main opinion of teens towards Vietnamese fashion websites?

W hat is the main purpose of teens when surfing fashion websites?

Shops

Do Shops have more loyal custom ers than new customers or vice versa?

Do shops often have promotion activities?

On which occasion does shop often have promotion activities?

What promotion tools do shops often use?

Do shops often inform custom ers when having new models?

Do shops often have advertising activities? In what kind? 0f

Do majority of shops have its own websites?

Research hypothesis

Teens

At least 56% teens' m ost concern is styles and quality of clothes

At most 28% teens have concern m ost on the price of the clothes

At least 30% teens are loyal custom ers to certain shops

At least 60% teens buy clothes in different shops, including familia* shops and new shops.

At least 46% teens often update fashion information via magazines.

At most 25% teens have never been accessed to fashion websites

At least 28% teens sees that fashion websites in Vietnam lack of information that they are concerned with.

At least 77% teens get to fashion website to look for new styles, new models of clothes and to update fashion news

Shops

At least 70% shops have num ber of loyal customers equal and greater than new ones.

At least 50% shops have promotion on the occasion of holidays

At least 65% shops give discounts as main and only tools of promotions.

At least44% shops give no inform to custom ers when having new models.

At least40% shops do not do advertising at all.

At most 20% shops do advertising in the internet

At least 72% shops do not have their own websites.

Research design

Survey on high school students

Place: 5 typical high schools in which there are lots of stylish and fashion-understanding students

Interview with fashion retail shops in Hanoi

Place: 10 main roads in Hanoi

The name of the main roads used to conduct the interview

Nguyen Thai Hoc - Kim Ma

Nguyen Luong Bang - Ton Due Thang

Standard of the interviewed shops

The area should be at least 30m2 (above average and higher) The product is mainly for young people around 15 - 25

Based on the survey and interviews, the majority of questions are multiple-choice, designed for fast and straightforward answers The study’s instruments are organized into two main sections: a basic information part that collects demographic and background data, and a question part that covers the main topics of interest This two-part design facilitates efficient data collection and clear analysis of respondents’ inputs.

This teen survey explores why adolescents visit fashion shops, whether they prefer familiar stores, and what concerns influence their clothing purchases, as well as when they shop, how often they buy new clothes, the occasions that prompt purchases, how they stay informed about fashion trends, and their attitudes toward accessing fashion websites The questionnaire covers these topics with a mix of open-ended questions and multiple-choice items, designed to be quick to complete so teens can simply tick the boxes for their answers.

The multiple-choice method is also used when interviewing shop owners Many shop owners dislike being bothered by researchers and surveys, so a multiple-choice format helps save their time while capturing key information The interview questions are designed to identify the shop’s main customers, the share of loyal versus new customers, the promotion activities the shop uses (which occasions trigger promotions and what types of promotions are common), the customer service approach (how the shop informs and maintains contact with customers), and the shop’s advertising activities and use of its website.

Analyze the existing websites' function and performances

The article lists several international fashion brand websites, including PVH's Calvin Klein Intro page, Gucci, Giordano Hong Kong, Versace, and Adidas, along with the Adidas brand selector page.

Vietnamese Websites: http: //w w w n i no m axx co m vn/ http://www.foci.com.vn/ http -.// w w w vi etth v c o m/ http://wvvw.blue-exchange.com/ http://www.cutie-sexv.com/ http://wwr\y.newnem.com/

A comprehensive website analysis examines five core areas: the site's functions and how well features work, the appearance and visual design from a user perspective, how effectively the site enables communication with visitors, the clarity and relevance of the information displayed, and the overall marketing approach By asking targeted questions about each area—functionality, aesthetics, engagement and contact channels, content clarity, and promotional messaging—the analysis reveals how well the site serves user needs, supports navigation and conversions, and performs in terms of search visibility and branding The outcome provides actionable insights to optimize usability, content strategy, and marketing effectiveness.

Research tools

Data collection and analysis

There are two analysis ways used in this research First is quantitative analysis and the second is qualitative one.

Consumer surveys and interviews yield a large, diverse pool of responses from teens and shop owners To capture the core insights embedded in these answers, a quantitative approach is the most effective method, offering data-driven results that reveal patterns and key trends across a wide range of participants.

In the website analysis and the interpretation from existing secondary data, the only way which can be used is qualitative analysis.

After the raw data is collected, SPSS software will be used to code and analyze data.

Descriptive analysis (Frequencies)

Teens shopping habits findings

> The reason to come to certain shops

Cumulative Frequency Percent Valid Percent Percent Valid Various styles and models

The table above has shown the reason why teens come to the certain shops

Among respondents, the leading reason is that these shops offer various styles and models, representing 44.2% of the sample A close second is the availability of unique clothes not found in other shops, which suggests that today’s teens are eager to explore themselves, enjoy trying new fashion styles, and want to stand out with outfits that are truly one-of-a-kind By comparison, price and customer service were less influential, accounting for 9.4% and 8.4% respectively.

Clothing retailers with diverse styles and unique designs draw a large number of teens who come to shop Teens appear to place little emphasis on price when it comes to fashion, opting instead for items that fit their style A survey of teens from high schools known for their dynamic student culture indicates that wearing "cheap" clothes can be seen as inferior by peers Despite this, a portion of teenagers still visits shops because they offer budget-friendly options, accounting for 9.4% of respondents.

> Their priority when buying clothes

Distance between the houses and shops 10 2.0 2.0 97.2

A survey of teens' clothing purchase priorities shows that styles and quality are the top concern, with 59.6% of respondents ranking style and quality first, and 22.8% prioritizing price.

Good c u s t o m e r service takes into account of 12.8% and just the small of 2% put their priority on the distance between their houses and the shops.

Recent research demonstrates that teens are most concerned with style and quality They predominantly express themselves through appearance—the way they look and what they wear This emphasis on appearance reflects a global trend identified in the literature review The study tests the research hypothesis that aesthetic choices in clothing and overall presentation significantly influence how adolescents are perceived by peers.

Contrary to the claim that price is the top priority for Hanoi's high school students, recent survey findings show that they chiefly value the styles and quality of clothing, with price ranking second and accounting for only about one-fifth of their overall purchasing considerations.

Many teens shop for clothes at a mix of familiar and new stores About 65.6% are likely to visit both familiar shops and explore new ones, signaling a strong openness to new fashion styles and retailers Meanwhile, roughly 34% primarily buy from familiar shops, indicating a substantial base of loyal customers For fashion retailers in Hanoi, this suggests a strategy that both retains loyal shoppers and encourages exploration of new shops and trends.

Valid At the end of week 100 20.0 20.0 20.0

At the end of month 100 20.0 20 0 40.0

Teens tend to shop whenever they have free time, with peak shopping activity at the end of the week and at the end of the month Holidays and Tet occasions drive the largest share of teen purchases, accounting for about 30% of shopping activity.

As for the time in the day they often go shopping, the majority of teens shop on daytime, with the percentage of 70%, and the rest of 30% is night time

In the survey, daytime is from 8am - 6pm, and the night time is considered from 6pm till late night.

So what about the occasion to make teens buy new clothes?

Across occasions, the distribution remains fairly steady, with percentages clustered around 18–19% and little variation It occurs when friends celebrate birthdays, when people prepare for certain parties, during discount periods at shops, or when someone is introduced by a friend The largest share is for birthday occasions, at 19.8%.

Teens seeking fashion information primarily rely on four main sources: magazines, TV shows, internet browsing, and fashion events Magazines offer curated trends and styling tips, TV shows provide visual inspiration and celebrity style, online browsing delivers up-to-date trends and user-generated content, and fashion events give immersive access to new collections Together, these channels shape how teens discover, interpret, and apply fashion ideas.

Nearly half of the teens look for fashion information through magazines, then the second are internet surfing with 19.6%, after that it com es to TV shows (17.8%) and fashion events take small ¿m ount of 3% It is answered among teens that in high school communities, Flowers magazine (Hoa Hoc Tro) is extremely well - known and this magazine has great impact on teens shopping decisions From these numbers, it can be implied that among marketing channels of fashion for teens, internet and TV shows should not be ignored.

> The frequency of surfing fashion websites

It is known that the use of internet is increasingly popular in teens' community The table above demonstrates that there are around 80% of them have been to fashion websites, the rest do not And out of nearly 80%, about 15% surf quite frequently Overall, the main percentage belongs to sometimes group The majority of teens get in fashion websites intentionally, but not yet with the high frequency.

> The feeling of teens when getting into existing fashion websites

Feeling when getting access to websites

Freque ncy Percent Valid Percent

In a group of four teens, four-fifths have visited fashion websites Views on these sites differ: some find fashion websites convenient and eye-catching, others describe the displays as messy, and some complain about slow access Overall, however, the majority report difficulty finding fashion information while browsing these sites.

> The purpose of surfing fashion websites

Frequency Percent Valid Percent Percent Valid Seeing and Looking for new models 143 28.6 36.4 36.4 update fashion info 171 34.2 43.5 79.9

Data indicate that teens visit fashion websites for two main reasons: to update themselves on current fashion information and to explore new clothing styles and models The share of teens who buy clothes online remains small, which supports the hypothesis that the internet is used primarily as a source of fashion information rather than as a shopping channel for most teens.

Shops interviews'findings

> Main customers of the shop and the percentage of loyal and new customers

A key criterion for selecting shops to interview is that their primary customers are young people aged 15 to 25, including high school students, university students, and early-career staff This focus ensures the insights reflect the preferences and behaviors of the younger demographic that drives many storefront trends today.

The table below listed the ratio of loyal customers/new customers buy clothes in the shops within a month

Of 100 shops surveyed, about 22% reported attracting more new customers, 24% saw an equal split between new and returning customers, and the remaining shops noted a mix of loyal and new customers More than 50 shops—over half—acknowledged that teen shoppers who frequently buy clothes at their stores are loyal customers, not the casual passersby who browse on the street and shop elsewhere.

In Hanoi, half of fashion shops seldom run promotion activities, one-fifth never engage in promotions, and the remaining 30% promote very frequently However, the hypothesis that most fashion shops in Hanoi frequently run promotion activities is not supported, with only 27% of shops actually doing so.

So in around 80% of shops have done promotion activities, in what occasion they care the most when giving out promotion?

Shop promotions typically center around 60% discounts, making it the most frequent promotional strategy The second-most common period is the low season, when discounts run about 20% A smaller portion of promotions is reserved for introducing new models or clearing existing inventory.

Fashion clothing retailers promote their stores through a variety of tactics, with discount campaigns being the most common, adopted by about 75% of shops; gifts and souvenirs are used by roughly 15%, while VIP card programs remain relatively rare, adopted by only a small number of shops.

> The way to keep in touch with customers

An interview question often asks how retailers inform customers about new arrivals and fresh clothing styles This practice reveals how shops maintain ongoing contact with their customers and nurture engagement Effective methods include email newsletters, SMS alerts, push notifications, social media posts, and in-store announcements that highlight new models and exclusive launches By delivering timely, relevant updates and personalized offers, retailers keep shoppers informed, encourage visits, and strengthen customer loyalty The approach also depends on audience segmentation, timing, and clear calls to action to optimize engagement and conversion, making communication a key driver of sales and brand affinity.

Findings show that more than half of shops do not inform their customers at all Among those that do communicate, the primary channel is phone calls, followed by word-of-mouth that conveys which styles will be available and when Email is used by only about 3% of shops to notify customers Consequently, the hypothesis that the majority informs customers about new models mainly via phone is false; in practice, shops rarely inform customers about new products.

After the interview, it was observed that many fashion shops in Hanoi do not maintain a catalogue of their items, but they do display mannequins These stores tend to focus on the small area around their storefronts, showcasing clothes, banners, and mannequins They generally believe that customers can see and try on outfits directly in the shop In this setting, having a catalogue is less important than using well-dressed mannequins to showcase clothing and make the stores more stylish and attractive.

Here it is the percentage of shops that have catalogue and mannequin

Shops attract customers through several main channels: magazines, the internet, television, fashion events, and introduction mailings to customers Each channel offers different reach and engagement, so savvy retailers tailor campaigns across these channels to maximize visibility, brand awareness, and sales By combining print, digital, broadcast, live events, and targeted mail, stores create integrated strategies that drive foot traffic and online conversions.

Not surprisingly, many shops do not engage in promotional activities, reflecting a relatively low emphasis on advertising About 50% of shops do not advertise at all, while the rest rely mainly on magazines, with online advertising as a secondary channel Magazine advertising is almost twice as common as internet advertising In the interviews, only four shops regularly advertise through fashion events, with one shop each using television advertising and introduction mailings.

> Shops' use of websites website

The table reveals that in Hanoi, only 20% of shops have websites, while 80% lack an online presence, indicating that many local businesses do not prioritize a website as a factor in doing business This supports the hypothesis that few shops have websites and the rest do not.

In 20 websites from 20 shops in Hanoi, only a website has more than 1000 access a day 3 websites have more than a hundred, and the rest is up to 80 When being asked about the function in the website, there are 3 shops which have already offered the order function And the main purpose of having a website is for displaying clothes Some shop owners even said that other shops had websites, so they did, it was just the trend.

Website analysis

In the website analysis section, a qualitative approach is used to assess existing fashion websites By examining these sites, the analysis outlines findings about their performance and customer service, shedding light on how user experience and service quality can be improved.

> Most of the websites introduce about the history and Board of Directors of the companies.

> Only 30% of websites analyzed have search functions.

> Among 30%, they only allow to search for kinds of items and prices, and general search.

> Nearly half of them have email and personal information registration.

> 70% of them do not have linkage to another websites.

Within fashion information ecosystems, merely 20% of sources supply visitors with up-to-date fashion content, while the majority offer little to no current fashion data Some sites show a tab with information, but that content is limited to company details rather than broader fashion news or trends.

> About the information relating to clothes: o Clothes material: 50% o Size: 50% o Price: 40% o Point of sale: 50%

> 30% allow the online order Most of them are from foreign fashion brands The main order way is getting buyers paying by CC (credit card).

> All of the brands do not have the "items returned" policy in the websites.

> Just 10% of websites have the function "counting", which will count the number of people who get accessed to the sites.

Empirical Studies: Hypothesis testing

Teens

At least 56% teens' most concern is styles and quality of clothes

Test at level o f significanceô = 0.1 Th us we state:

At first we test p + 3 PQ-P)

Substitute the number above we have:

The interval (0.4934; 0.6266) does not contain 0 or 1

It can be concluded that this is normal distribution thus we can use z test p l-p 2 0.596-0.56 ,

Looking up the table VI we have the critical value Z= 1.29

Decision: a statistic fall into the rejection region Therefore we reject the null hypothesis at significant level a = 0.1.

Conclusion: We are 90% confident that at least 56% teens' main concern when going shopping is styles and the quality of clothes.

At most 28% teens have concern most on the price of the clothes

Test at level o f significanceô = 0.01 Thus we state:

Substitute the num ber above we have:

It can be concluded that this is normal distribution thus we can use z test

Looking up the table VI we have the critical value Z= -2.32

Decision: a statistic fall into the rejection region Therefore we reject the null hypothesis at significant levelô = 0.01.

Conclusion: We are 99% confident that at most 28% of teens concern most about prices o f the items.

At least 28% teens sees that fashion websites in Vietnam lack of information that they are concerned with

Test at level of significanceô = 0.1 Thus we state:

It can be concluded that this is normal distribution thus we can use z test p \ - p l 0.313-0.28

Decision: a statistic fall into the rejection region Therefore we reject the null hypothesis at significant le v e lô = 0.1.

Conclusion: W e are 90% confident that at least 28% teens sees fashion websites in Vietnam lack o f inform ation that they are concerned with.

Test at level of significance a = 0.05 Th us we state:

Conclusion: We are 95% confidence that at least 30% teens are loyal custom ers to certain shops.

At least 60% teens buy clothes in different shops, including familiar shops and new shops

Conclusion: We are 99% confidence that at least 60% teens buy clothes in different types of shops, including fam iliar and new shops.

At least 46% teens often update fashion information via magazines

Test at level o f significance or = 0.1 Thus we state:

Decision: a statistic fall into the rejection region Therefore we reject the null hypothesis at significant le v e lô = O.'l.

Conclusion: We are 90% confident that at least 46% teens update their fashion inform ation via magazines.

/\t least 77% teens get to fashion website to look for new styles, new models

Ha: p>0.77 n93 (have been accessed to fashion website)

Decision: a statistic fall into the rejection region Therefore we reject the null hypothesis at significant le v e la = 0.1.

Conclusion: We are 90% confident that at least 77% teens get accessed to fashion website to update fashion information and looking for new styles, new models.

At most 25% teens have never been accessed to fashion websites

Test at level o f significanceô = 0.05 Thus we state:

It can be concluded that this is normal distribution thus we can use z test p l-p 2 0.214-0.25

Conclusion: We are 95% confident that at most 25% of teens never get access to fashion websites.

Shops

At least 70% shops have the number of loyal customers equal and greater than new ones

Decision: a statistic fall into the rejection region Therefore we reject the null hypothesis at significant le v e lô = 0.05

Conclusion: We are 95% confident that at least 70% shops have num ber of loyal custom ers as equal and greater than new ones. z = _ p l - p 2 = „ 0 7 8 - 0 7 = ) 7 4

At least 50% shops have promotion on the occasion of holidays

Test at level of significance ô = 0.05 Thus we state:

Conclusion: We are 95% confident that at least 50% shops have promotion on the occasion of the holiday.

At least 65% shops give discounts as main and only tools of promotions

Decision: a statistic fall into the rejection region Therefore we reject the null hypothesis at significant level a = 0.Ô5

Conclusion: We are 95% confident that at least 65% shops use discounts as the main and only promotion tools.

At least 44% shops give no inform to customers when having new models

Test at level o f significance or = 0.1 Thus we state:

It can be concluded that this is normal distribution thus we can use z test z = P i - P 2 = 0.51-0.44 =1 41

Decision: a statistic fall into the rejection region Therefore we reject the null hypothesis at significant leve lô = 0.1.

Conclusion: We are 90% confident that at least 44% shops do not inform custom ers when having new models or new styles o f clothes.

At least 40% shops do not do advertising at all

At first we test p ± \ PO-P)

Conclusion: We are 90% confident that at least 40% shops do not have advertising activities at all.

At most 20% shops do advertising in the internet

Test at level of significance a = 0.05 Thus we state:

It can be concluded that this is normal distribution thus we can use z test z p\-p2 _ 0 1 3 - 0 2 _ x ?5

Decision: a statistic fall into the rejection region Therefore we reject the null hypothesis at significant leve lô = 0.05.

Conclusion: We are 95% confident that at most 20% shops do advertise in the internet.

At least 72% shops do not have their own websites

It can be concluded that this is normal distribution thus we can use z test p\-p2 0.8-0.72

Decision: a statistic fall into the rejection region Therefore we reject the null hypothesis at significant le v e lô = 0.05.

Conclusion: We are 95% confident that at least 72% shops do not have websites.

Summary of hypothesis conclusion

At least 56% teens' m ost concern is styles and quality of clothes (90% confidence)

At most 28% teens have concern most on the price of the clothes (99% confidence level)

At least 30% teens are loyal custom ers to certain shops (95% confidence)

At least 60% teens buy clothes in different shops, including fam iliar shops and new shops (99% confidence)

At least 46% teens often update fashion information via magazines (90% confidence)

At most 25% teens have never been accessed to fashion w ebsites (95% confidence)

At least 28% teens sees that fashion websites in Vietnam lack o f inform ation that they are concerned with (90% confidence level)

At least 77% teens get to fashion website to look for new styles, new models of clothes and to update fashion news (90% confidence level)

Findings indicate that teens' primary concern when shopping for fashion is the styles and quality of clothes, with only about one third prioritizing price Loyalty is not pervasive; the majority prefer shopping at different stores, including familiar ones and new ones Teens get fashion information mainly from magazines, followed by the internet; up to 25% have never accessed a fashion website (with 95% confidence), meaning about three quarters have visited fashion sites at least once Among those visitors, a third feel Vietnamese fashion websites lack the information they seek The main purposes for visiting fashion websites are to look for new styles and models and to stay updated on fashion news.

Teen fashion shopping often follows limited decision-making in consumer purchasing behavior, with items bought occasionally When exposed to unfamiliar brands or products, teens tend to gather a moderate amount of information before deciding Styles and quality are prioritized, especially for girls, who often shop without extensive prior planning and may buy items as soon as they see something interesting—an impulse buying pattern.

At least 70% shops have num ber of loyal custom ers equal and greater than new ones (95% confidence level)

At least 50% shops have promotion on the occasion o f holidays (95% confidence level)

At least 65% shops give discounts as main and only tools o f promotions (95% confidence)

At least 44% shops give no inform to custom ers when having new models (90% confidence)

At least 40% shops do not do advertising at all (90% confidence)

At m ost 20% shops do advertising in the internet (95% confidence level)

At least 72% shops do not have their own websites (95% confidence)

Most shops retain more loyal customers than new ones However, at least 44% do not inform customers when new models arrive (90% confidence) More than half of retailers run promotions during holidays, but discounts are their primary—and often sole—marketing tool A significant portion of retailers do not engage in any advertising activities, and among those who do advertise, only about 20% use online channels Additionally, a large number of shops do not operate their own websites, limiting their online presence and digital reach.

Shops and Teens mismatch

Discounts At most 28% of teens focusing on the price at confidence level of 99%

At least 65% shops give discounts as main and only promotion tools at 95% confidence level.

Website use > At m ost 25% have never accessed to fashion websites at 95% confidence level.

> At least 77% teen's access fashion websites to look for new m odels and update fashion news at 90% confidence level.

> ‘ At least 28% sees fashion w ebsites in Vietnam lack of inform ation they

> at least 72% of shops do not have websites at 95% confidence level

> 80% W ebsites do not have enough updated fashion information care for at 90% confidence level i

S ty le a n d m o d e ls At least 56% of teens put styles and quality of clothes on first priority at 90% confidence level.

At least 44% shops do not inform custom ers when having new models at 90% confidence level.

Attracting new customers and retaining loyal customers

> A t least 30% teens are loyal to certain shops at 95% confidence level.

> A t least 60% teens buy clothes at different places (familiar and new shops) at 99% confidence level.

> Do not have clear policy and actions to retain loyal custom ers

> At least 40% shops do no advertising activities at all at 90% confidence level

Promotion occasion Shopping and buying on many occasions

At least 50% shops mainly have promotion activities on holiday at 95% confidence level

Advertising channel At m ost 25% have never accessed to fashion w ebsites at 95% confidence level

At most 20% shops advertise in the internet at 95% confidence level.

Attracting new customers and retain loyal customers

Findings show that most fashion retailers retain more loyal customers than new ones, with loyalty rates remaining high across shops Teens visit these stores primarily for variety in models and styles and for unique items Yet when new styles and models debut, at a 90% confidence level, at least 44% of customers are not informed about them, indicating a lack of clear retention policies and proactive customer communication Consequently, shops appear passive in attracting and retaining customers Moreover, about 30% of teens (95% confidence) show strong loyalty, while the remaining 60% (99% confidence) are willing to explore other shops; however, without advertising, strategic actions, or retention policies, it is easy to lose loyal customers and hard to gain new ones In an increasingly competitive fashion market where trends move fast, retailers need clear policies and concrete actions to attract new customers and retain loyal teen shoppers.

Shop operators should build a custom customer (ER) database that captures key fields such as name, birthday, phone number, email address, and preferred styles, among other relevant data This database should be continuously updated and actively leveraged across operations to enhance personalization, streamline communications, and support data-driven decisions.

Teens are mainly focused on the styles and quality of clothing, and loyal teen shoppers visit stores for a range of styles and models Retailers should maintain close engagement with loyal customers and keep both existing and first-time shoppers informed about new models and discount periods Effective contact-building methods—such as offering free gifts or entry into a lucky draw in exchange for an email address—help collect contact details from both loyal and first-time customers in a friendly, compliant way Interviews indicate that shops often treat loyal and new customers similarly; to grow the loyal customer base, retailers should grant more benefits to loyal customers, implement ways to identify loyal versus new customers, and offer exclusive promotions The details of promotion tools can be explored further under advertising and promotion activities.

Advertising and promotion activities

With 90% confidence, at least 40% of shops show no advertising activity Among those that do advertise, magazines emerge as the primary advertising channel Research on teen shopping habits indicates that teens rely on magazines to search for and update their fashion information Consequently, retailers should continue to rely on magazines as the main advertising channel to reach young consumers.

Magazine advertising remains a staple in promotional strategies, with magazine posts commonly used to reach audiences Leveraging the press through Public Relations can also be highly effective, including shop introductions and product feature write-ups that weave a storytelling angle in fashion magazines such as Dep and PhongcachViet Additionally, discount cards bundled with magazine issues can attract new customers and boost conversions.

Teens come to stores seeking diverse models and styles, so advertising should emphasize the wide product base and broad selection of styles to attract them By showcasing a large range of options, retailers meet teen fashion needs and ensure customers have access to the styles they want.

Shops that operate without advertising or promotions are likely to face increasing challenges in the future, so they should rethink their business strategy, update policies, and invest in marketing—especially advertising and promotions—to actively engage with loyal customers A customer loyalty program, such as a VIP card, can reward repeat purchases: shoppers earn points with every item bought, and accumulated points unlock tiered levels with engaging names like Charming, Pretty, and Nice, while VIP members receive exclusive benefits that encourage repeat business and stronger customer relationships.

Interviews with 75% of shops show that discounts are the primary promotional tool for the majority of retailers, with analyses indicating that at least 65% of shops, at a 95% confidence level, rely solely on discounts for promotion Yet teen purchasing behavior suggests price is not the main driver, as only up to 28% of teens, with a 99% confidence level, say price influences their choices Therefore, Hanoi fashion retailers should reevaluate the effectiveness of discount-focused promotions and diversify their promotion strategies by adding tools such as VIP cards, loyalty points or purchase tiers, buy-one-get-one-free offers, and free gifts when customers reach certain spending thresholds.

Teens visit shops seeking diverse teen fashion styles, so retailers should offer a wide range of fashion clothes and provide attentive customer service, especially to returning customers, by asking about upcoming outfits and offering ideas for new items Staff can deliver personalized fashion consultations and style guidance, helping teens feel cared for as they explore their preferred looks Promotions like buy one, get one free or buy one/two get one at half price can boost foot traffic and sales.

Tiêu đề	Teens fashion market research in Hanoi
Tác giả	Hoang Quoc Anh
Trường học	Dai Hoc Ha Noi
Chuyên ngành	Business Administration
Thể loại	Thesis
Năm xuất bản	2006
Thành phố	Hanoi

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Số trang	85
Dung lượng	27,99 MB