The new brand was launched in early 2024, although its history is short, its sales growth achievements have exceeded 156% each month thanks to its abundant and strong resources. The current operating situation is good thanks to its dominant point of sale and high customer loyalty thanks to the product quality that is commensurate with the value for money customers spend. The brand also develops a source of revenue from regular Livestream sessions that regularly attract a certain customer base that always supports the brand.
Introduction
✪ Project: Brand Communication affirms the value and position of high-end designer fashion
✪ Brand: MinHy
✪ Field: Fashion
✪ Implementation time: 12 months
Background
– Problems & Difficulties
- Enterprises focus too much on input, the strength is R&D of many new and unique product lines, design and manufacture samples but cannot control the product output market
- Poor production management, products launched with unclear purpose of promoting or serving a specific goal
- Good offline sales thanks to prime location in Saigon and attractive and unique point of sale concept. Online positioning is not good and does not match the brand’s personality
- Sales Management System & Process Not Automated
- Branding direction is unclear and the way it is expressed is unclear despite the business owner’s well-built mindset
Objective
– Sales growth at Offline Store and Online points of sale thanks to Ecommerce
– Brand recognition covers all of Ho Chi Minh City for customers to experience at the store with a variety of designs
– Increase market share nationwide through E-commerce and Create brand stories that convey brand positioning on Social
Brand Analysis
Source of growth
- CG1: Women buy for their mothers (Shopper & Consumer) (70%)
- CG2: Women (Consumer) (25%)
- CG3: Men buy for their wives or mothers (Shopper) (5%)
SWOT
| Strength | Weakness |
| – Brand Positioning: Demonstrates good premium positioning from the business owner in terms of fashion knowledge as well as design style suitable for the market
– Luxury Brand Concept reflects the right positioning – Place: Store in prime location in the center of Saigon, fashion street |
– Brand Story & Product brand Story: The story is not conveyed in the right direction, focusing too much on sales makes the feeling of losing the high-end position
– Brand Communication: Brand positioning is not conveyed well through O2O, high-end recognition but non-standard communication method – Trade In-store: Display shelves do not show the solemnity and value of high-end products, the displayed product categories are mixed – Product Portfolio: The product portfolio strategy is unclear and difficult to distinguish because the business model is a combination of many different product lines – Customer Experience: Online and Offline experience is not really good from the way staff consult, service experience and after-sales service |
| Opportunity | Threat |
| – The industry is in need of design so it will always ensure industry growth
– People are more picky in making purchasing decisions, so they are more meticulous in choosing the right brand and product |
– Too many designs from different brands but cannot convey the full value of the product
– Fabric quality on the market is widespread and does not guarantee environmental factors – High product value combined with strong brand positioning is needed to win over customers |
Strategy -> Brand Strategy, Marketing Strategy
Brand Strategy
- Brand Positioning: High-end fashion for women
- Brand Attributes
- Luxurious
- Elegant
- Brand story: Clothes are not only for beauty but also for connecting feelings closer together
- Storyline: Building the image of Mother-in-law and Daughter-in-law, expressing a happy and cozy style, strengthening family affection
Marketing Strategy
Product
- Research & analyze market, trends to provide direction for product development, design to suit consumer needs
- Develop products according to Collections, fashion Collections designed according to Concepts and fashion inspirations. Build brand stories for each Collection launched.
- Diversify product portfolio and identify focused Core Products and funnel products that serve the purpose of further enhancing brand recognition
Price
- Promotional pricing strategy suitable for Online and Offline while still ensuring desired profit margin, controlling cost items of finished products
- Develop pricing strategies for parties wishing to franchise in cities and provinces
Place
- In-store Offline: Improve in-store display and identity
- Online Social & Ecommerce: Develop multi-channel distribution and presence to ensure brand awareness
Promotion
- Advertising: Social media promotion about launching new collections, communication about positioning high-end fashion tailoring brand with trend-leading and pioneering products in the field, combined with KOCs to increase the Viral factor of the product
- Promotion: Organize Brand Activation to activate promotional programs to attract customers, organize mini Tea-break party Event for MinHy’s loyal customers
Campaign
- Campaign “The beauty and value of family women”
- Message: Honoring the beauty of family women, a person who always silently sacrifices to preserve and nurture family happiness to be stronger day by day. Women are born a wonderful thing in the world.
- Subject: Women in the family
- Media: Social Media & E-commerce & Trade Marketing
Campaign results
Running
