MINISTRY OF EDUCATION AND TRAINING

BRAND ANALYSIS AND AUDIT - COOLMATE

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Semester : Spring 2025

Course : Brand Management (BRA301)

Lecturer : Tran Nguyen Anh Thu

Class : MKT1703

Submission Date : 24/02/2025

Members of Group

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 Table of Contents
1. INTRODUCTION................................................................................................................ 4
2. BACKGROUND..................................................................................................................4
2.1 History of Brand.............................................................................................................4
2.2 Mission/ Purpose............................................................................................................ 4
2.3 Vision............................................................................................................................. 5
3. KEY CHALLENGES FACING BRAND...........................................................................5
3.1. Market challenges:........................................................................................................ 5
3.2. Maintain brand differentiation and identity...................................................................6
3.3. Brand awareness and perceived value...........................................................................6
3.4. Performance in new markets......................................................................................... 6
3.5. Diversify products and customer segments...................................................................6
4. COMPETITIVE POSITIONING MATRIX......................................................................7
5. BRAND INVENTORY........................................................................................................ 9
5.1 Brand Elements.............................................................................................................. 9
5.1.1 Logo...................................................................................................................... 9
5.1.2 Font......................................................................................................................10
5.1.3 Color palette........................................................................................................ 10
5.1.4 Icon..................................................................................................................... 11
5.1.5 Packetching........................................................................................................ 12
5.2 Website and Social Media............................................................................................ 12

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 5.3 Advertising and Promotional Activities....................................................................... 13
5.3.1 Advertising.......................................................................................................... 13
5.3.2 Promotional........................................................................................................ 14
6. BRAND EXPLORATORY................................................................................................ 15
6.1 Target Audience...........................................................................................................15
6.2 Brand awareness & Responses.....................................................................................15
6.3 Consumer Knowledge.................................................................................................. 20
6.4 Brand Resonance Pyramid.......................................................................................... 23
6.4.1 Brand Resonance.................................................................................................24
6.4.2 Brand salience..................................................................................................... 24
6.4.3 Brand imagery..................................................................................................... 25
6.4.4 Brand Judgements............................................................................................... 26
6.5 Competitor Analysis.....................................................................................................26
6.5.1 Direct Competitors.............................................................................................. 26
6.5.2 Indirect Competitor............................................................................................. 27
6.6 Brand Positioning......................................................................................................... 28
6.6.1 Brand Positioning................................................................................................ 28
6.6.2 Positioning Map.................................................................................................. 28
6.6.3 Points of Parity (POP) and Points of Difference (POD).................................... 29
7. REFLECTIONS AND RECOMMENDATIONS............................................................ 30
7.1. REFLECTIONS.......................................................................................................... 30
7.2 RECOMMENDATIONS..............................................................................................31
8. CONCLUSION...................................................................................................................32
9. APPENDIX & REFERENCE........................................................................................... 33
9.1. Appendix..................................................................................................................... 33
9.2. Reference.....................................................................................................................33

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1. INTRODUCTION

A Coolmate brand assessment is necessary to support the company in achieving its ambitious
growth targets. Although Coolmate has achieved nearly 14 million USD in revenue by 2023,
the growth rate is significantly lower than the doubling rate of the previous year. Meanwhile,
the company targets 45 million USD in revenue by 2024 and 500 million USD by 2030,
aiming for a valuation of 1 billion USD (VietnamBiz, 2024). To realize this ambition,
Coolmate needs a strong and consistent brand strategy, optimize brand recognition, improve
business performance and maintain a competitive advantage in the rapidly growing
e-commerce market.

2. BACKGROUND

2.1 History of Brand

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2.2 Mission/ Purpose

Coolmate's mission is to make shopping easier for men because Coolmate believes that men
deserve it. With our long-term experience and dedicated research, we believe that by bringing
simplicity, convenience and reasonable prices, we will be able to fulfill our mission
(Coolmate, 2024). By constantly innovating, Coolmate not only brings men's fashion
products but also creates sustainable values ​for the community.

2.3 Vision

Coolmate applies the power of technology to fashion to offer a Basic Shopping Solution for
Men with a more convenient and economical model - customers can buy a whole wardrobe of
guaranteed quality, good prices, fast delivery, and outstanding care service (Coolmate, 2024).
By 2030, Coolmate aims to become the leading fashion brand in Vietnam and expand to the
international market (Coolmate, 2024).

2.4 Performance

From a revenue of 5 billion VND in 2019, Coolmate has grown 80 times, expected to reach
400 billion VND by the end of 2023 (ICT Vietnam, 2023). The company has successfully
raised 6 million USD from investment funds, including Vertex Ventures and Kairous Capital
(Coolmate, 2024). Regarding social responsibility, Coolmate commits to spend 10% of
revenue from the product "Care & Share" to support children in difficult circumstances
(Coolmate, 2024).

3. KEY CHALLENGES FACING BRAND

Coolmate is a Vietnamese men's fashion brand following a D2C (Direct - to - Consumer)

model, they are facing important challenges in a competitive context in the fashion market.
These challenges always affect brand recognition, customer preferences, usage habits,
product value, etc. for the brand.

In the context of today's commercial market with the growth of big names Tik Tok Shop,
Shopee, Lazada, more and more rival brands are joining and are willing to invest heavily to

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take the lead in the market, creating a lot of pressure for Coolmate. (REVU Vietnam,2024).
At the same time, Influencer Marketing is also gradually fading as consumers increasingly
lose trust in KOLs and KOCs because of indiscriminate advertising, causing Coolmate's
strategies of collaborating with celebrities to gradually decline and no longer be as effective
as before. Faced with these challenges, Coolmate needs to seek and test new marketing
strategies to maintain its position in the market. (Brise , 2024)

3.1. Market challenges:.

Vietnam's fashion market is gradually becoming more competitive, with the emergence of
international brands such as Uniqlo, Zara, H&M, etc. These brands have advantages in terms
of production scale and widespread distribution systems. In addition, some domestic brands
such as Owen, Routine, etc., with average prices and equal or better quality materials, are
also trying to promote the online sales model, posing a fierce competitive challenge for
Coolmate in developing and expanding its domestic and international market share (Vietnam
Investment Review, 2021).

In the context of today's commercial market with the growth of big names like TikTok Shop,
Shopee, and Lazada, more and more rival brands are joining and are willing to invest heavily
to take the lead in the market, creating a lot of pressure for Coolmate (Vertex Ventures, 2022).
At the same time, Influencer Marketing is also gradually fading away as consumers
increasingly lose trust in KOLs and KOCs due to indiscriminate advertising, causing
Coolmate's strategies to combine with celebrities to gradually decline and no longer be as
effective as before (Buzzmetrics, 2023). Faced with these challenges, Coolmate needs to seek
and test new marketing strategies to maintain its position in the market.

3.2. Maintain brand differentiation and identity

Coolmate's brand positioning problem lies in their focus on producing and launching
high-quality basic products at reasonable prices. The brand name is a combination of "Cool"
and "Mate," meaning that the brand's products will be a companion to help men become more
confident and dynamic. However, maintaining this outstanding differentiation in the context
of a fashion market full of choices is a challenge (Synex, 2023).

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 3.3. Brand awareness and perceived value

Although Coolmate has achieved certain successes, the brand still needs to make more efforts
to improve awareness and perceived values from customers. The limitation of not having a
physical store makes it difficult for Coolmate to build visual relationships, so maintaining
product quality and outstanding customer care services are extremely important factors to
help strengthen customer satisfaction and trust (Coolmate, 2025).

3.4. Performance in new markets

In October 2024, Coolmate raised $6 million in Series B funding, with the goal of expanding
to international markets, especially the US market through Amazon and Southeast Asian
countries through cooperation with local distributors. Gradually entering new markets brings
challenges for Coolmate to adapt to the culture and needs of local customers in the new
environment while facing competition from international brands (TheLeader, 2024).

3.5. Diversify products and customer segments

In addition to expanding into markets, the brand is also considering diversifying its products
and expanding its customer base, including the women's and children's fashion markets. This
is a very important decision for the brand, requiring it to thoroughly research the needs and
preferences of these new customer segments in the future while ensuring that the quality and
core values of Coolmate are not deeply affected (Coolmate, 2025).

4. COMPETITIVE POSITIONING MATRIX

PRODUCT COMPETITOR COMPETITOR COMPETITOR

YOUR BRAND
BRANDS BRAND 1 BRAND 2 BRAND 3
An Phước – Pierre
Brand Name Coolmate Uniqlo Routine
Cardin

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 -Focus on
entrepreneurs and
middle-aged
-Extensive store -Targeting young
- Strong online customers.
network. people with diverse
sales (D2C).
styles.​
-Premium and
-Reasonable -High quality and
luxurious products.
and accessible sustainability. -Strong offline
Points
pricing. store network.​
-Professional
-Minimalist and
-60-day return tailoring system.
functional -Trend-driven
policy.
design. designs.
-High-quality
materials with
European designs.

-100% focused
on online sales.

-Focus on the -Targeting young

-Specializing in -Global chain of
middle-aged and people with diverse
serving young stores.
entrepreneur fashion styles,
men (18-35
segment. updated with trends
Points of Difference years old). -High quality.
.
Strong global
-Premium materials -Strong offline
-60-day return brand
with bespoke store network.
policy, positioning.
tailoring service.
affordable
pricing.

Young men Middle-aged men Young men &

Who is the Men & women
(18-35 years (35-55), women (18-30),
competitor’s “target (15-45), enjoy
old), prefer entrepreneurs, office diverse fashion
market”? minimalistic and
minimalistic workers. styles.

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 style, shop functional
online. fashion.
Leverages
Strong
How effective is the strong online Targets the right
promotions,
competitor at marketing, young segment,
extensive store
reaching their target appeals to High credibility. many offline stores,
network, global
audience through young updates trends
brand
their branding? customers' regularly.
recognition.
psychology.
What does the
Youthful,
competitor’s brand High quality, Fashionable,
convenient, Classy, luxurious.
evoke in the sustainable. modern, trendy.
modern.
marketplace?
Good quality,
What values does the comfort, and Becoming a habit,
Quality, Quality – Innovation
competitor seem to convenience. daily empowerment
reputable brand – Creativity –
convey through their Practical and for modern men to
in the market. Pioneering energy.
brand? comfortable follow trends.
designs.
What is the primary Minimalist,
Convenient, Simple, practical, Elegant, luxurious,
image conveyed by sophisticated,
comfortable, versatile, prestigious,
the competitor’s elegant, youthful,
dynamic, basic. affordable. traditional.
brand? trendy.
Large store
What distinguishes 100% online Focus on business
network. Global Trend-driven
the competitor’s sales. fashion, premium
brand. fashion. Youthful
brand from their Affordable suits, and tailored
Minimalist, and casual designs.
competition? products. services.
functional style.

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On a scale of 1–10 ,
how would you rate
the effectiveness
8/10 9/10 7/10 8/10
of the core offerings
of your competitor’s
brand?

5. BRAND INVENTORY

5.1 Brand Elements

5.1.1 Logo

The new logo with the image of a plus sign represents the resonance and companionship
between the brand and customers. Coolmate wants to express the spirit of connection,
sharing, affirming the commitment to accompany men in all activities. (Coolmate, 2025)

Fig 5.1 - New logo with the symbol of companionship (Coolmate, 2025)

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5.1.2 Font

The new font is cleaner, more modern, easier to read, and aesthetically pleasing. For example,
the “g” is clean, the “o” is thick, and the tail of the “y” is delicate.(Coolmate, 2025)

Fig 5.2 - The new font is more concise and easier to read (Coolmate, 2025)

5.1.3 Color palette

The two main colors white and black combined with blue, yellow, orange create a youthful,
dynamic brand image. These five colors represent the five values ​that Coolmate aims for:
white - truthful, black - healthy, blue - realistic, yellow - confident, orange -
dynamic.(Coolmate, 2025)

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 Fig 5.3 - 5 colors that express brand personality (Coolmate, 2025)

5.1.4 Icon

Coolmate also improved the product feature icon system (elastic, antibacterial, quick-dry)
with a minimalist, modern style, clearly showing technology.(Coolmate, 2025)

Fig 5.4 - New icons use geometric elements to create a minimalist, technological look
(Coolmate, 2025)

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5.1.5 Packetching

Each Coolmate order is packaged in 2 layers, like a gift package, ensuring that customers
receive a truly complete product. (Coolmate, 2025)

Fig 5.5 - Coolmate's professional operating process (Coolmate, 2025)

5.2 Website and Social Media

Coolmate uses 4 main communication channels as customer touch points:

1.​ Website : www.coolmate.me

2.​ Facebook: Coolmate
3.​ Instagram: coolmate.me
4.​ TikTok: cool.coolmate

Content on Coolmate’s social media platforms includes product images, styling tutorial
videos, lifestyle sharing, and promotions. They also share stories about the brand and
products to connect with customers.

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5.3 Advertising and Promotional Activities

5.3.1 Advertising

Fig 5.6 - Coolmate's outstanding advertisements

Coolmate has used media channels such as Facebook, Instagram to introduce new products,
promotions and special events. They have launched advertising posts that shocked the online
community with unique advertising ideas and caused many mixed opinions, but at the same
time brought very good results. They cooperated with influencers and KOLs to create
attractive content and reach the target audience. Participating in the reality TV show "Shark
Tank Vietnam" has helped Coolmate increase brand recognition and reach a large number of
customers.

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5.3.2 Promotional

Fig 5.7 - Coolmate's Shopee Promotion Event (GenK, 2024)

Coolmate has implemented many incentive programs to enhance the shopping experience and
retain customers, notably the CoolClub Loyalty Program, which allows members to
accumulate spending, receive periodic gifts, enjoy exclusive offers and cashback for each
order, creating long-term shopping motivation. (Coolmate, 2025)

Coolmate takes advantage of major shopping events on Shopee to offer many attractive
promotions such as "Buy 1 Get 1 Free", "Buy 3 Get 50% Off", along with discount vouchers
up to 200,000 VND, helping to attract new customers and increase sales. (GenK, 2024)

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6. BRAND EXPLORATORY

6.1 Target Audience

Coolmate identifies its target customers as young, dynamic men who love simplicity and
convenience in fashion shopping. Specifically:

1.​ Gender: Male

2.​ Age: Mainly from 18 to 34 years old. (Forbes, 2025)
3.​ Status: Middle-class, average income (Forbes, 2025)
4.​ Lifestyle: Busy, prioritize speed and convenience in shopping. (Forbes, 2025)
5.​ Brand positioning: Coolmate wants to become a companion, understanding and a
powerful assistant for men, bringing customers a "cool" look, fresh and dynamic.
(AIM Academy, 2025)

6.2 Brand awareness & Responses

We performed an online poll to examine Coolmate customers' understanding and behavior in

certain cities: Ho Chi Minh City, Hanoi, and other big cities. To provide a thorough
understanding of customers' awareness of Coolmate, the survey data were evaluated using
David Aaker's (1998) "Levels of Brand Identity" methodology.

Level 1: Zero awareness​

The poll found that Coolmate has a high level of brand recognition, with 88.7% (314 people)

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familiar with the brand. The majority of people who recognize the brand are between the ages
of 18 and 34, which is Coolmate's target demographic. Because the study excluded
participants under the age of 18 and those over the age of 34, it is impossible to determine
their level of expertise.

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Level 2: Recognition

In terms of brand recognition, many survey respondents chose Coolmate because of its
minimalist design, high product quality, excellent customer service, and cheap pricing.

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However, some customers, particularly those who have never tried Coolmate products,
continue to have trouble distinguishing them from other brands. This suggests that the brand's
promotional activities should be enhanced to increase its recognition.

Level 3: Recall

When shopping for men's clothing, buyers show brand memory by immediately recalling
Coolmate. In the survey, 20.6% of respondents could recall Coolmate without prompting,
indicating that the brand has a special place in customers' thoughts. Coolmate must still

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compete with other popular men's fashion companies in Vietnam, such as Uniqlo, Routine,
and An Phuoc - Pierre Cardin.

Level 4: Top of mind

Coolmate is one of the top brands considered by customers when shopping for men's
clothing. In addition to being the first brand to come to mind in its segment, the brand is also
highly regarded for its frequency of purchase. According to the survey, 22% of customers
indicated they purchase at Coolmate at least once a month, indicating a strong level of
brand-consumer interaction.

Furthermore, approximately 70% of survey respondents indicated satisfaction with the

quality of Coolmate's products and services, particularly the use of pleasant materials,
minimalist and convenient designs, and flexible return policies. When comparing product
value to price, 68.1% of customers stated that Coolmate provides good value for the price
supplied by the brand.

Furthermore, more than 90% of participants are willing to refer Coolmate to friends and
family, demonstrating that the brand has high levels of customer satisfaction.

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6.3 Consumer Knowledge

Coolmate is gradually asserting its position in the Vietnamese market, competing with
international brands such as Uniqlo and H&M. According to the survey, 91% of respondents
learned about Coolmate through social media, with Facebook and Instagram being the two
most popular channels. In addition, 58.2% of customers learned about the brand through
recommendations from friends and relatives, demonstrating the importance of word of mouth
in building a brand.

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Most of Coolmate's customers are between the ages of 18-34, which fits the youthful and
modern brand orientation. When asked about their first impression of Coolmate, customers
often associate keywords such as "minimalist and convenient fashion" (89.5%). This shows
that Coolmate is doing very well with its brand vision and mission.

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In addition to the positive feedback, the survey also pointed out some limitations that the
brand needs to improve. The number of customers (more than 70%) thinks of Coolmate as “a
brand that specializes in sportswear, or sophisticated designs, a brand that only sells in stores,
etc.” In addition, only 24.9 and 23.4% of customers think that the online shopping experience
and customer service are good, showing that enhancing brand awareness through marketing
campaigns is an important factor helping Coolmate strengthen its position in the market.

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Overall, the survey results show that Coolmate is building a strong brand image in the minds
of customers. With the right development strategy, the brand can continue to expand its
market share and strengthen customer engagement in the future.

6.4 Brand Resonance Pyramid

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6.4.1 Brand Resonance

Coolmate has built a strong brand resonance by creating an emotional connection with young
male customers who love a minimalist, convenient style. With the D2C model, Coolmate
makes shopping quick and easy without having to go to the store. Products are designed in a
basic style, high-quality, durable and environmentally friendly materials, helping customers
feel secure about the quality. The 60-day free return policy, fast delivery and consistent
product design make it easy for customers to come back to shop again and again, creating a
high rate of customer loyalty. Not only selling products, Coolmate also builds a close-knit
customer community through personalized marketing campaigns, meaningful CSR and
regular interactions on social networks. Thanks to this strategy, Coolmate is not only loved
but also recommended by many customers, helping the brand spread more and more. With its
positioning as a minimalist, convenient and quality fashion brand, Coolmate has affirmed its
position in the market and continues to expand its influence in the future.
6.4.2 Brand salience

The survey results show that Coolmate is a "fairly well-known" brand in the Vietnamese
market. It ranks third in brand recognition among the brands I listed. This indicates that
Coolmate has a relatively strong brand awareness, especially among young people. In fact,
more than 20% of respondents recognized Coolmate first, ahead of other well-known and
older brands. This suggests that Coolmate is a rapidly growing men's fashion brand in
Vietnam.

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Coolmate is a brand with a fairly high level of recognition in the Vietnamese market,
especially among young people. Specifically, more than 88% of the surveyed people have
heard of Coolmate, while the remaining 12% have never heard of this brand. This is a
positive signal, proving that Coolmate has a certain position in the minds of consumers.

6.4.3 Brand imagery

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The majority of survey participants (317 people, accounting for 89.5%) believe that this is a
minimalist, convenient men's fashion brand. This shows that Coolmate's image in customers'
minds is associated with a simple, easy-to-use style.

In addition, 162 people (45.8%) associate Coolmate with a brand specializing in sportswear,
showing that there is a certain group of customers who consider this brand related to
sportswear or activewear. In addition, 59 people (16.7%) believe that Coolmate has
sophisticated designs and outstanding patterns, which may reflect the difference in perception
of a segment of customers or that the brand's product strategy is more diverse than the main
minimalist image.

6.4.4 Brand Judgements

In an increasingly competitive fashion market, retaining loyal customers is a big challenge.

However, Coolmate has made a difference by focusing on product quality, combined with the
values ​of quality and minimalism. This helps Coolmate become not only a fashion brand, but
also an optimized shopping experience solution for modern men.

According to the report, we can see that 68.9% of customers decide to buy because of
Coolmate's product quality, 65.5% of customers decide to buy because of the reasonable
price.

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6.5 Competitor Analysis

6.5.1 Direct Competitors

Routine

Overview: Routine is a Vietnamese domestic fashion brand, established to serve the needs of
young people with a minimalist, modern, and highly applicable style. This brand combines an
online sales model and a physical store system to optimize the customer shopping experience.
Routine focuses on casual wear style, aiming for simplicity but sophistication, suitable for
many different situations such as going to work, going out, or traveling (Thanh Niên, 2024).

Products: Routine offers a wide variety of products for both men and women, including
items such as t-shirts, shirts, khaki pants, jackets, etc. The brand's products mainly have basic
and minimalistic styles, allowing customers to easily mix and match clothes according to
their favorite style. The materials used are designed to suit the weather and climate of
Vietnam, such as cotton, polyester, denim, and linen. Routine also regularly updates new
fashion trends to meet the needs of customers (Routine, 2024).

Pricing: The Routine brand belongs to the mid-range segment with prices ranging from
300,000 - 1,200,000 VND, compared to this price range, Routine is a brand with a slightly
higher price

Uniqlo

Overview: Uniqlo is a global fashion brand from Japan, known for its LifeWear philosophy -
simple, convenient, sustainable. Established in 1984, Uniqlo quickly expanded to more than
25 countries and became one of the most popular brands in Vietnam.

Products: Uniqlo focuses on basic fashion products such as T-shirts, jackets, jeans,
sportswear, and underwear, aiming for convenience and minimalism. The brand is famous for
its advanced fabric technology, including HeatTech, which helps retain heat in cold weather;

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AIRism, which provides coolness and is suitable for hot and humid climates; and DRY-EX,
which offers good sweat absorption, making it ideal for sports activities (Uniqlo, 2024).

Price: Average price from 500,000 - 2,000,000 VND, slightly higher than Coolmate but
lower than high-end brands such as An Phuoc.

6.5.2 Indirect Competitor

An Phuoc

Overview: An Phuoc is a long-standing high-end office fashion brand in Vietnam.

Established in 1992, An Phuoc mainly serves middle-aged customers, businessmen, and
high-income earners with a luxurious and elegant style. In addition to the An Phuoc brand,
the company also owns the Pierre Cardin Vietnam brand under a franchise model, helping to
expand its market share (An Phuoc, 2024).

Products
An Phuoc specializes in men's office fashion with products such as shirts, vests, trousers, ties,
leather shoes and accessories. The brand uses high-quality materials such as silk cotton, wool
and polyester blends, making the product durable and comfortable. An Phuoc's designs are
boldly European in style, aiming for professionalism and class.

Pricing
An Phuoc belongs to the high-end segment with an average price of 800,000 - 5,000,000
VND, significantly higher than Coolmate. This brand targets customers who are willing to
spend more on fashion, especially those who love a luxurious and classy office style.

6.6 Brand Positioning

6.6.1 Brand Positioning

Coolmate offers a diverse product portfolio, from basic fashion items such as t-shirts,
underwear to men's fashion accessories, to meet the diverse needs of customers. The brand's

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highlight is its focus on quality, using good materials to ensure that the product always brings
a comfortable and durable feeling to the wearer. Coolmate's designs are also highly
appreciated for their simplicity, modernity, easy to coordinate, suitable for the minimalist and
elegant men's fashion trend. (ITify, 2025)

6.6.2 Positioning Map

According to this analysis, Coolmate is in the low-cost but high-quality segment, focusing on
optimizing online costs, convenience and high-quality products that match its price range.
With high prices and superior quality, Uniqlo is a global brand that stands out for its
sustainable operations and the use of modern production technology. Routine always targets
young, dynamic customers with average prices and good quality. An Phuoc - Pierre Cardin,
they specialize in office wear and suits, they serve the high-end customer segment with
high-end products and prices. Owen mainly serves office customers and provides good
quality at average prices. Yame is positioned in the low-cost and average-quality segment,
serving young customers with dynamic street fashion style. Coolmate has a clear competitive
advantage thanks to reasonable prices when optimizing costs with an online business model,
helping to provide quality products at competitive prices.

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6.6.3 Points of Parity (POP) and Points of Difference (POD)

Coolmate is a men's fashion brand in Vietnam that operates in the direction of e-commerce.
Coolmate specializes in manufacturing and supplying quality products with a minimalist style
and reasonable prices. The similarity (POP) of Coolmate compared to some other brands in
the fashion industry is the convenience of online shopping, accompanied by product quality
that is always guaranteed, mid-range prices that are always suitable for the majority of
customers and minimalist, youthful, easy-to-coordinate designs. However, Coolmate has
made a difference (POD) through a 100% online sales model, helping them optimize costs
and bring the best prices to each customer segment. In addition, the brand also pays special
attention to the sustainability of environmentally friendly products. A highlight of Coolmate
is its flexible return policy within 60 days regardless of the reason, bringing peace of mind
and a positive shopping experience to their customers.

7. REFLECTIONS AND RECOMMENDATIONS

7.1. Reflections

Strengths

The Coolmate brand has achieved a fairly significant level of brand recognition in the men's
fashion market in Vietnam. According to the survey, this brand is the first name mentioned by
a large number of consumers when talking about men's fashion in Vietnam. Coolmate is also
highly appreciated for its minimalist, modern product designs, along with good fabric quality

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and reasonable prices. This survey also showed that 77.8% of respondents rated the brand as
always bringing a sense of closeness and friendliness to customers, helping to strengthen
consumer loyalty in the Vietnamese market (Brands Vietnam, 2024).

Weaknesses ​
Despite being rated as having good recognition, Coolmate still faces some challenges in the
environment of having to create a strong impression in terms of brand image. According to
the survey, some customers rated Coolmate's logo as not really impressive, with an average
score of recognition only reaching about 3.8/5. Coolmate is still limited in brand recognition
compared to major competitors, and relying heavily on online sales channels makes it
difficult to reach many customer groups who prefer to shop directly, and the designs are still
not as diversified as international fashion brands (TACA, 2025)

Opportunities ​
The men's fashion market in Vietnam is witnessing fierce competition from major domestic
and foreign brands. Competitors such as Owen, Uniqlo and Routine are increasingly asserting
their positions thanks to their effective strategies of reaching a diverse range of customers and
having a wide range of stores. Along with that, the pressure on prices and operating costs in
the current volatile economic context is also a challenge that Coolmate needs to consider to
maintain its existing advantages.

Threats ​
The men's fashion market in Vietnam is witnessing fierce competition from major domestic
and foreign brands. Competitors such as Owen, Uniqlo and Routine are increasingly asserting
their positions thanks to their effective strategies of reaching a diverse range of customers and
having a wide range of stores. Along with that, the pressure on prices and operating costs in
the current volatile economic context is also a challenge that Coolmate needs to consider to
maintain its existing advantages.

7.2 Recommendations

Development of product diversity

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Developing product diversity plays an important role in Coolmate's strategy to expand and
consolidate its position in the men's fashion market. Currently, Coolmate focuses mainly on
basic fashion products such as T-shirts, underwear, socks and loungewear. However, to meet
the increasingly diverse needs of customers and increase competitiveness, the brand needs to
expand its product portfolio in many different directions.
First, diversifying the product portfolio is an important direction. Currently, Coolmate can
focus mainly on basic clothing but can expand to product lines such as office fashion (shirts,
trousers, minimalist blazers) combined with popular styles such as straight-leg pants or
tight-fit T-shirts to look more youthful, serving the more diverse needs of customers.

Enhancing Influencer Collaborations

​
Coolmate should prioritize cooperation with influencers whose values ​and lifestyles are
consistent with the brand's values. This helps the brand's advertising message to be conveyed
more naturally and authentically, thereby creating trust from the audience. Instead of the
brand focusing on the number of followers of the collaborator, Coolmate should also consider
the level of interaction and influence of that representative in its community. Along with that,
Coolmate should build long-term cooperative relationships with influencers, which will help
both sides understand each other better, thereby developing more creative products in the
future.

Diversifying product production forms is also an important factor. Instead of asking

influencers to introduce products to your audience, encourage them to incorporate your brand
into everyday videos, which will help the audience become more familiar and memorable
than regular product introductions.

Expanding Distribution Network

Coolmate can develop an offline experience store system, which not only helps customers
directly check the quality of the product but also builds trust in the brand. This does not need

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to be a traditional retail store but can follow the showroom or pop-up store model, where
customers can try the product, receive advice and order online right on the spot. In addition,
building a distribution system through retail partners such as convenience store chains,
shopping malls or men's fashion stores in the same segment will help Coolmate reach new
customer groups. This is especially important in conquering customers who are not familiar
with online shopping or want to have a direct experience before deciding to buy.

Enhancing quality control and customer service.

Despite receiving many positive reviews, only 23.3% of customers are satisfied with the
shopping experience and 24.7% of customers are satisfied with Coolmate's customer service.
To improve consumer satisfaction, Coolmate should focus on optimizing the shopping
process, making it easy for customers to search, select and order quickly, while minimizing
obstacles in the payment and delivery process. Furthermore, training a well-trained customer
service staff, responding quickly and resolving issues are all important components to
increase customer satisfaction and loyalty. A friendly and efficient online support system will
also help Coolmate build its reputation among customers.

8. CONCLUSION

Through the Coolmate brand audit, we can see that the brand has been very successful in
positioning itself as a modern, convenient and visionary fashion brand for the local market,
serving Vietnamese consumers. Its commitment to affordable and mid-range prices,
high-quality, green materials and a seamless online shopping experience are in line with the
changing consumer preferences and the growing e-commerce trend.

Research and insights from potential customers indicate that Coolmate has strong brand
awareness, especially among young, dynamic and tech-savvy male consumers. The brand’s
minimalist design, sustainability efforts and direct-to-consumer (DTC) sales model have
strengthened the brand’s competitive advantage over its peers. Furthermore, the brand’s
effective digital marketing strategy, including influencer partnerships and engaging content,

36
has contributed to its brand equity across various sales or communication channels
(Coolmate, 2025).

However, Coolmate still faces challenges. As competition in the fashion e-commerce sector
in Vietnam and overseas markets intensifies, brand distinctiveness and differentiation and
customer loyalty will be crucial to Coolmate’s long-term success. In addition, the brand’s
sustainability messaging is a positive aspect, but more work is needed to strengthen consumer
trust and transparency regarding environmentally friendly ideas and initiatives. The ability to
scale operations and consistently maintain high service quality in the context of rapid growth
is also an important area that needs to be carefully considered (Brands Vietnam, 2024).

Ultimately, these strengths and challenges provide valuable insights for Coolmate’s future
strategic adjustments, brand expansion, and customer experience enhancement, ensuring
continued growth and a solid market position in the fashion industry in Vietnam and beyond
(VN Business, 2024).

9. APPENDIX & REFERENCE

​
9.1. Appendix

​
SURVEY AND EVALUATION OF COOLMATE BRAND

9.2. Reference

Coolmate (n.d.). Câu chuyện về Coolmate.

https://www.coolmate.me/cau-chuyen-ve-coolmate/

Coolmate (2024). Coolmate tuổi mới: Sẵn sàng đồng hành cùng chàng.
https://www.coolmate.me/post/coolmate-tuoi-moi-san-sang-dong-hanh-cung-chang-3897/ .

AMIS MISA (2024). Chiến lược Marketing của Coolmate.

https://amis.misa.vn/178961/chien-luoc-marketing-cua-coolmate/

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Advertising Vietnam (2021). Coolmate: Chiến dịch đón sóng truyền thông hiệu quả hậu
chương trình Shark Tank.
https://advertisingvietnam.com/coolmate-chien-dich-don-song-truyen-thong-hieu-qua-hau-ch
uong-trinh-shark-tank-p16782/

Coolmate (n.d.). CoolClub - Chính sách khách hàng thân thiết.

https://www.coolmate.me/page/coolclub-chinh-sach-khach-hang-than-thiet/

GenK (2024). Dàn "deal đỉnh cao" của Coolmate khai màn đại tiệc thương hiệu 10.10 trên
Shopee.
https://genk.vn/dan-deal-dinh-cao-cua-coolmate-khai-man-dai-tiec-thuong-hieu-1010-tren-sh
opee-20240926153821742.chn/

Chợ Giá (n.d.). Chương trình khuyến mãi Coolmate và chính sách khuyến mãi.
https://chongia.vn/blog/chuong-trinh-khuyen-mai-coolmate-va-chinh-sach-khuyen-mai-t654/

Coolmate (2024). Coolmate công bố tầm nhìn và chiến lược 2025-2030 nhân dịp sinh nhật 5
tuổi.
https://www.coolmate.me/post/coolmate-cong-bo-tam-nhin-va-chien-luoc-2025-2030-nhan-di
p-sinh-nhat-5-tuoi-3913

Coolmate (n.d.). Câu chuyện về Coolmate. Available at:

https://www.coolmate.me/cau-chuyen-ve-coolmate

ICT Vietnam (n.d.). Trang chủ. Available at: https://ictvietnam.vn

Revu (2024). Báo cáo Influencer Marketing Việt Nam năm 2024. Brands Vietnam. Available
at:
https://www.brandsvietnam.com/congdong/topic/344215-revu-bao-cao-influencer-marketing-
viet-nam-nam-2024.

VIR (2021). Harsh reality sets in for fashion retail brands. Vietnam Investment Review.
Available at: https://vir.com.vn/harsh-reality-sets-in-for-fashion-retail-brands-82929.html.

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Vertex Ventures (n.d.). Coolmate wants to be Vietnam's next unicorn. Vertex Ventures.
Available at:
https://www.vertexventures.sg/news/coolmate-wants-to-be-vietnams-next-unicorn/.

Synex (n.d.). Coolmate - Hãng thời trang tiện ích dành cho nam giới. Synex. Available at:
https://synex.vn/coolmate-hang-thoi-trang-tien-ich-danh-cho-nam-gioi/.

TheLeader (2024). Coolmate gọi vốn 6 triệu USD, tham vọng xuất hàng sang Mỹ. TheLeader.
Available at:
https://theleader.vn/coolmate-goi-von-6-trieu-usd-tham-vong-xuat-hang-sang-my-d37758.ht
ml.
VietnamBiz (2024). Coolmate tham vọng trở thành kỳ lân tiếp theo của Việt Nam.
VietnamBiz. Available at:
https://vietnambiz.vn/coolmate-tham-vong-tro-thanh-ky-lan-tiep-theo-cua-viet-nam-2024129
203520927.htm.
Coolmate (2024). Coolmate công bố tầm nhìn và chiến lược 2025-2030 nhân dịp sinh nhật 5
tuổi. Coolmate. Available at:
https://www.coolmate.me/post/coolmate-cong-bo-tam-nhin-va-chien-luoc-2025-2030-nhan-di
p-sinh-nhat-5-tuoi-3913.

Coolmate (n.d.). Câu chuyện về Coolmate. Coolmate. Available at:

https://www.coolmate.me/cau-chuyen-ve-coolmate.

MISA AMIS (n.d.). Chiến lược marketing của Coolmate. AMIS MISA. Available at:
https://amis.misa.vn/178961/chien-luoc-marketing-cua-coolmate/.

Advertising Vietnam (n.d.). Coolmate: Chiến dịch đón sóng truyền thông hiệu quả hậu
chương trình Shark Tank. Advertising Vietnam. Available at:
https://advertisingvietnam.com/coolmate-chien-dich-don-song-truyen-thong-hieu-qua-hau-ch
uong-trinh-shark-tank-p16782/.

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Routine (n.d.). Routine - Thời trang nam nữ phong cách tối giản. Available at:
https://routine.vn/.

Thanh Niên (2024). Routine - Thương hiệu thời trang Việt tiên phong phủ sóng Đông Dương.
Thanh Niên. Available at:
https://thanhnien.vn/routine-thuong-hieu-thoi-trang-viet-tien-phong-phu-song-dong-duong-18
51521083.htm.

An Phước Group (n.d.). Tổng quan về công ty. An Phước Group. Available at:
https://anphuocgroup.com/gioi-thieu/tong-quan-ve-cong-ty.

Uniqlo (n.d.). Uniqlo USA - Apparel for Men, Women & Kids. Available at:
https://www.uniqlo.com/us/en/.

Uniqlo (n.d.). What Makes Life Better?. Uniqlo. Available at:

https://www.uniqlo.com/us/en/contents/feature/whatmakeslifebetter/.

THANK YOU FOR READING

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Group BAKA

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