IMPACTS ON CONSUMER BEHAVIOR: THE CASE STUDY ON VIETNAM MULTI-LABEL FASHION STORE

Abstract

The purpose of this paper is to study customer behavior which nearly always can be impacted by the environment around a particular store. There is a tremendous rising demand for fashion items in Vietnam. Recently, some Vietnam designer brands have become available at the market without own flagship store. A multi-label fashion store representing a variety of designer brand items enable the Vietnamese to select the needed appreciating the whole variety of fashionable quality outfits in one place. The multi-label fashion store is often difficult to manage in terms of planning and design, also, it is very different from a flagship store. Becoming aware of the environment surrounding a multi-label fashion store enable marketers to create new opportunities in terms of sales. This study has been carried out in the form of surveys so that to analyze the behavior in Vietnamese consumers purchasing fashion items. This has helped us understand how multilabel fashion retail stores are using the merchandising display and space layout so that to influence Vietnamese customers’ behavior, in both positive and negative ways. Therefore, marketers may consider our results as important information to be used further to improve the store environment in order to meet customer need better and thus – to enhance sales.