ENTRY PLAN FOR A VIETNAMESE DESIGNER FASHION BRAND TO THE FINNISH MARKET

This thesis serves as market research to assist a Vietnamese designer brand named Moi-Dien to expand its business to a new targeted market – Helsinki, Finland. Moi-Dien is a medium-high-end fashion brand that aims at producing unique designs with sustainable value while being transparent with the production process. This study analyses the current situation in the Finnish fashion market and the purchasing behaviors of the consumers. This study also analyses the competitive advantages of Moi-Dien as well as the challenges it is going to face in the new market. This thesis studies the Finnish market from both customers’ and retailers’ points of view. This work succeeds in building a profile of targeted customers that Moi-Dien should aim at serving. Subsequently, the thesis proposes a set of strategies to help Moi-Dien penetrate the Finnish fashion market successfully. This study can be used as a guideline for newly established fashion brands to consider their marketing strategies when entering the Finnish fashion market