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Digital buyers in Vietnam consistently show a preference for apparel and accessories. According to a July 2016 study from Q&Me, digital buyers in urban areas buy fashion items online more than any other product category, including technology and home appliances.
The ecommerce market in Vietnam is still in its early stages. Internet users tend to research fashion through digital channels, but make their purchases offline. An AIP Corporation survey of internet users found that 57% of respondents bought casual clothing in apparel stores, but just 17% from ecommerce sites.
A separate May 2016 study from W&S Group found that clothing, shoes and footwear, and bags and accessories made up three of the top five products purchased digitally over the year preceding the survey.
A Gfk survey conducted in May 2016 found that smartphone users in Vietnam were seen to be some of the most fashion brand-engaged consumers in Asia. Three-quarters had interacted digitally with a clothing or shoes brand in the three months prior to the survey.
A understanding of these sorts of preferences among shoppers in Vietnam has become important for foreign retailers that have entered the country as of late. Apparel brands such as Zara, H&M and Uniqlo have plans to set up physical shops in Vietnam, hoping to capitalize on a growing appetite for foreign brands. Retailers from China and Japan have been eyeing an entry into the country as well.
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