P

Problems solved

Customers should choose the brand because:

 PRODUCT RESEARCH
Currently, while customers are looking for a fashion brand that offers a wide range of styles and categories such as c
Sustainability is no longer a niche—young customers are increasingly aware and concerned about fashion inducsty
Product quality inconsistency remains a major customer concern.
Customers are no longer just looking for quality products—they also seek a creative and engaging shopping experien
-> CIDER helps to: - Provides different types of products: clothing, handbags, shoes and accessories with different st
- Reduce industrial waste by applying "smart fashion" model.
- Commit to bring the highest-qualitied products in the medium price segmenntation.
- Create interesting and personalised shopping experience - shopping by mood.

The Vietnamese fashion market is saturated with many brands. While international brands ca
Gen Z consumers and they typically lack a Gen Z-oriented vibe. On the other hand, local bran
affordable products, but often lack distinctive brand value and rely heavily on major marketpl
- Cider monthly generates new collection with new global trends:
+ With "smart fashion", this brand use technology to reimagining customers' needs, to produ
+ Unlike other brands, CIDER aims to create fashion for Gen Z, a generation with uniqueness
easy-to-wear, commiting that every girls could find her "vibe" among CIDER wardrobe.
Functional benefits:
- CIDER's fashion is affordable:
+ Targeting young consumers, CIDE apply smart strategy to reduce renting cost, avoid overp
- CIDER cares about sizing: Unlike many international brands that offer oversized or ill-fitting o
of Asian customers—helping them confidently find their right size.
- Delivery Time & Free Shipping
+ CIDER delivers to Vietnam within 7–12 days (Comparison: Zara: 3–7 working days, H&M: 6–
+ Free shipping from just ₫915,000, while Zara and H&M require ₫1,299,000 and ₫1,599,000
- Purchasing with CIDER is an easy and interecting experience:
+ CIDER believes fashion starts with feaaling, and CIDER is here to match consumers. CIDER
Kpop, feeling cute,...) then presents them outfits matching with.
-> easier and more interesting.
+ CIDER's website divide clothes into categories (occasions, trend, clothing, acc, shoes & hom
-> quicker and more convenient.
Emotional benefits: + CIDER doesn’t just use professional models in their product images. The
approach fosters a global community called Cidergang, where users can post outfits and revie
brand affinity.
+ CIDER's clothing is easy-to-wear but not boring at all, CIDER's products always make consu
-> friendlier and more connected.

=> CIDER sits perfectly between boring basics and luxury you can’t afford. It brings global sty
with.
 TARGET AUDIENCE

Demographic Age
Gender
Hobby
Location:
Occupation
Maritial Status
Income
Clothing spending/month

Personality
Behavioural Social media usage
Shopping behaviour

Need-based
 TARGET AUDIENCE
Group A: Gen Z (student - college student)
16-35 years old
Female, male
Taking photo, café, scrolling on social media, travel, well-dress to work or school.
Metropolies (Hanoi, Ho Chi Minh City, Da Nang, Hue,..)
Student, College Student, Influencer, KOLs, travel blogger, creative jobs,…
Single and dating
5-30 million/month
500.000-3.000.000 vnd

Extrovert people: Want to connect with people, having similar interest.

People who love to show their personalities, express their fashion taste.
Male: loves to give their gf gifts in special events (birthday, Valentine, Christmas,…)
Use Instagram/TikTok estimatly 2-5 hours/day
Be influenced by KOLs, TikTokers
Prioritise Emotional Functions
Purchase new clothes to hang out, travel, or content creation
Customer Journey
Phase Customer's thoughts Behaviour
Social media Browing: The
fastest and easiest platform
to search for more
information about a brand.
Customer's problems: They might click on CIDER
- Lack of trust: They have little experience main homepage or look for
or interaction with the brand, leading to information on others
doubts about product quality, operations, reviews on TikTok, Instagram
and legitimacy. or Facebook.
“This brand is cute, but will they scam -> Leverage SEO with
me?” keywords "cider haul", "shop
“How long does it take to deliver to cider review"
Vietnam?” - Inspiration collecting: They
“Do they have a physical store in my city?” might save CIDER TikTok
videos or Instagram posts to
Awareness - Lack of relevence: When interacting with review later.
a new brand, customers feel unsure about
its values, message, and community. - Peer monitoring: Noticing
“I’m not sure what this brand really stands friends following or waering
for” CIDER, and asking them
“How do others style this piece?” whether they have tried this
- Overwhelmed with options: They already brand.
have their go-to brands and ask: “Why
should I care about this one?”
“There are already so many similar styles
out there".

Customer's problems :
- Lack of emotional connection:
+ Customers are aware of the brand but don’t feel
anything toward it.
+ The brand doesn’t resonate with Vietnam
customers' values, identity or aspirations.
"Ok, the design is cute but Im not sure about
Appeal
Threats Communication opportunities
* New market: Since customers are freshly
aware of the brand, CIDER can shape the
way people think about them appropriatly
with target customers.
Strong competition:
Customers are easily * Summer travel vibes: Customers are
attracted by other brands looking for fresh, exciting outfits for
with better prices or upcoming trips — not just basic, repeated
trendier promotions. looks.
Influencer fatigue: Gen Z → Great chance for new-brand discovery.
doesn’t fully trust reviews * Trust-building opportunity: Their
from influencers because skepticism about new brands can become a
they seem too scripted. strength — if CIDER proves quality, design,
“Made in China” concerns: and pricing, it can leave a strong first
Vietnamese customers are impression.
often skeptical about
products from China due to * Too many choices = need for uniqueness:
past issues with quality and With so many brands in Vietnam, CIDER
transparency. should emphasize its smart fashion concept,
Long shipping time: As personal expression and design to stand
noted, shipping from CIDER out.
takes over a week. For
urgent needs, they may
choose a local brand or one
with faster delivery. * Gen Z personalization: CIDER can show
how it creates trends from real people
(especially local artists), making the brand
feel relatable and authentic.
 Content idea
Gen Z personalization: CIDER can show how it creates
trends from real people (especially local artists), making
the brand feel relatable and authentic.

“What to wear in Hanoi, Hoi An, Da Nang…”

→ Tie into seasonal travel moments and local culture.
"POV: người có gu xếp quần áo đi du lịch hè"

“CIDER’s besties around the world” -> real girls, real

reviews, local & global CIDER outfits to prove the brand's
quality.

Upload pretty pictures and videos to show the design and

aesthetics.

Challenge-based content: “Thử thách mặc đồ giống boss”

— KOLs/creators try to dress like their idols using CIDER.
Friendship campaign: “Tình bạn xuyên biên giới” —
feature real customers from different countries styling
similar outfits to highlight CIDER's global, inclusive vibe.