Background Along with an impressive increase of individual incomes and expansion of middle class populations (Lee & Nguyen, 2017), Vietnam is an attractive market where the fashion category receives the high interest among young consumers. Noticeably, while Western fast fashion is considered as a cheap product in most developed countries, it is kind of an expensive item in the Vietnam context. Although previous studies show that Vietnamese millennials are fond of the products from the West, Vietnam is a challenging market that requires Western fast fashion brands to have an insight into local consumer preferences since the local consumer’ values, attitudes, and behaviors are changing dramatically. Purpose The purpose of this study is ...
According to GlobalData (2020), Vietnam was considered as one of the fastest growing e-commerce mark...
In recent years, secondhand clothes have become a fashion trend that is enthusiastically supported b...
This study examines Vietnamese female consumers’ attitudes towards counterfeit branded product...
Background Along with an impressive increase of individual incomes and expansion of middle class po...
Background Along with an impressive increase of individual incomes and expansion of middle class po...
Background Along with an impressive increase of individual incomes and expansion of middle class po...
Vietnam is one of the most attractive markets in the world with their fast-growing middle class and ...
Young people today are increasingly active and always like to try new trends in many fields. Especia...
Young people today are increasingly active and always like to try new trends in many fields. Especia...
In this study, the author has given different basis to build hypothesis and research models to find ...
The thesis explores the underlying motivations behind young Vietnamese consumers’ choice to shop lux...
In recent years, secondhand clothes have become a fashion trend that is enthusiastically supported b...
In this study, the author has given different basis to build hypothesis and research models to find ...
The international fashion industry has undergone significant development over the years, in response...
The international fashion industry has undergone significant development over the years, in response...
According to GlobalData (2020), Vietnam was considered as one of the fastest growing e-commerce mark...
In recent years, secondhand clothes have become a fashion trend that is enthusiastically supported b...
This study examines Vietnamese female consumers’ attitudes towards counterfeit branded product...
Background Along with an impressive increase of individual incomes and expansion of middle class po...
Background Along with an impressive increase of individual incomes and expansion of middle class po...
Background Along with an impressive increase of individual incomes and expansion of middle class po...
Vietnam is one of the most attractive markets in the world with their fast-growing middle class and ...
Young people today are increasingly active and always like to try new trends in many fields. Especia...
Young people today are increasingly active and always like to try new trends in many fields. Especia...
In this study, the author has given different basis to build hypothesis and research models to find ...
The thesis explores the underlying motivations behind young Vietnamese consumers’ choice to shop lux...
In recent years, secondhand clothes have become a fashion trend that is enthusiastically supported b...
In this study, the author has given different basis to build hypothesis and research models to find ...
The international fashion industry has undergone significant development over the years, in response...
The international fashion industry has undergone significant development over the years, in response...
According to GlobalData (2020), Vietnam was considered as one of the fastest growing e-commerce mark...
In recent years, secondhand clothes have become a fashion trend that is enthusiastically supported b...
This study examines Vietnamese female consumers’ attitudes towards counterfeit branded product...