NATIONAL ECONOMIC UNIVERSITY STUDENTS’ PREFERENCES OF FASHION FASHION TRENDS AND CONSUMER BEHAVIOR

NATIONAL ECONOMICS UNIVERSITY -*** - NATIONAL ECONOMIC UNIVERSITY STUDENTS’ PREFERENCES OF FASHION: FASHION TRENDS AND CONSUMER BEHAVIOR Class: Writing project_AEP(121)_Kinh doanh quốốc tếố Tiến tiếốn_16 Team: Students: Hoang Thi Quynh Anh Quach Doan Khanh Linh Dinh Thi Khanh Linh Duong Khanh Linh Nguyen Quang Minh Nguyen Nhat Minh HANOI, JANUARY 2022 DECLARATION We would like to assure the topic “National economic university students’ preferences of fashion: Fashion trends and consumer behavior” is an independent research project under the guidance of Mrs Pham Thi Huong Giang The experimental work is entirely our own work; the collaborative contributions have been indicated clearly and acknowledged The topic and content of the report are the products that we have worked to research, analyze data, and bring out implications The data and results are presented honestly, and we will take full responsibility and discipline of the university if there is any problem i ACKNOWLEDGEMENT First and foremost, the research would not have been possible without the conscientious support from our instructor, Mrs Pham Thi Huong Giang Her dedication is an inspiration for us to accomplish this research We would like to express our deep and sincere gratitude to her for giving us the opportunity to conduct the research and providing invaluable guidance throughout this research It is a great honor for us to study under her guidance Secondly, we are extremely grateful to our families for financial and emotional support We are extending our heartfelt for their acceptance and understanding during the research Thirdly, we would like to express our gratitude to our friends and respondents for spending valuable time participating in our survey despite their busy schedules They helped us a lot in gathering different information, collecting data, and gave us different ideas in making this research unique Last but not least, we would like to thank my fellow group members for the stimulating discussions, for the sleepless nights we were working together before deadlines, and for all the fun we have had in the last three months ii LIST OF ABBREVIATIONS NEU National Economic University CSI Consumer Style Inventory iii NATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIOR NATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIOR LIST OF FIGURES AND TABLES Figures Figure 2.1 Year-based students sorting .15 Figure 2.2 Gender 16 Figure 2.3 Budget for fashion purchase per month 16 Figure 2.4 Clothing materials 17 Figure 2.5 Color preferences .18 Figure 2.6 Trending accessories 19 Figure 2.7 Trending styles at work/school 20 Figure 2.8 Trending styles in daily life 21 Figure 2.9 Factors affecting students' fashion style 24 Figure 2.10 Students' brand biasness 30 Figure 2.11 Reasons for choosing domestic brands' products 31 Figure 2.12 Reasons for choosing global brands' products .32 Tables Table 2.1 Brand preferences 23 Table 2.2 Consumers' characteristics 26 Table 2.3 Objective factors 27 Table 2.4 Other outer factors 28 iv NATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIOR NATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIOR TABLES OF CONTENTS DECLARATION I ACKNOWLEDGEMENT II LIST OF ABBREVIATIONS III LIST OF FIGURES AND TABLES IV Figures iv Tables iv TABLES OF CONTENTS V INTRODUCTION 1 Rationale Purpose of the research Scope of the research Research questions: Methodology Design of the research CHAPTER 1: LITERATURE REVIEW 1.1 Fashion trends 1.1.1 The concept of fashion trends .5 1.1.2 Previous study on fashion trends 1.2 Consumer behavior 1.2.1 The theory of consumer behavior 1.2.2 Previous study on consumer behavior .10 Conclusion 13 CHAPTER 2: FINDINGS AND DISCUSSION .15 2.1 Background information of respondents 15 2.2 Fashion trends of National Economic University students .17 2.1.1 Trendy fashion factors 17 2.1.2 Trendy fashion styles 20 2.1.3 Students’ brands choosing tendency 22 2.1.4 Factors affecting students’ fashion styles 23 2.3 Purchasing behavior of National Economic University students 25 v NATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIOR NATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIOR 2.2.1 Mental factors of consumers .25 2.2.2 Physical factors of fashion items 26 2.2.3 Other objective factors affecting fashion products purchasing process 28 2.2.4 Global/local brands preferences 29 CHAPTER 3: RECOMMENDATIONS 34 3.1 Recommendations for young fashion consumers 34 3.1.1 Recommendations about common fashion styles 34 3.1.2 Recommendations about unique fashion styles 35 3.2 Recommendations for fashion brands and stores 36 3.2.1 Recommendations based on students’ fashion trends and preferences .36 3.2.2 Recommendations based on students’ purchase behavior 37 CONCLUSION 40 Summary of the study 40 Limitations 41 Recommendations for further studies .42 REFERENCES 43 APPENDIX 46 Questionnaire 46 vi NATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIOR * Nêếu chọn phương án seẫ đưa hêết cầu hỏi 17, 18 Figures and Tables 1.Year-based students sorting Gender Budget for fashion purchase per month NATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIOR NATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIOR 4.Popular clothing materials Color preferences NATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIOR NATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIOR Trending accessories Trending styles at work/school NATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIOR NATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIOR Trending styles in daily life Brand preferences Domestic brands Name Foreign brands Preference (%) Name Preference (%) BOO (Bò sữa) 47,7 Adidas 63,2 DirtyCoins 25,6 Nike 60,0 NATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIOR NATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIOR DEGREY 24,4 Uniqlo 51,6 TEELAB 24,4 Zara 49,5 SWE 20,9 H&M 40,0 COOLMATE 20,9 MLB 24,2 NOWSAIGON 19,8 Levi’s 21,1 ClownZ 18,6 Louis Vuitton 20,0 Môi Điên 16,3 Mango 16,8 T-REDX 10,5 Chanel 16,8 Grimm DC 8,1 Dolce & Gabbana 9,5 Yellow Flicker 8,1 Lining 6,3 HBS 7,0 Freakers 5,8 67% Club 3,5 10 Factors affecting students' fashion style 11 Consumers’ characteristics NATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIOR NATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIOR Frequency (%) Characteristic Never Rarely Usually Frequently Always High-quality-conscious 15 53 28 Price-conscious 15 47 35 Brand-conscious 13 21 42 17 Fashion-conscious 14 32 33 15 Recreational 10 22 29 21 18 Impulsive 10 13 25 29 23 Confused by over choice 15 27 34 18 Brand loyalty 19 42 19 11 12 Objective factors Frequency (%) Physical factors Always Frequently Usually Rarely Never Comfort 56 29 12 Fabric 40 40 16 Body shape 60 30 Climate 25 34 32 Functionality 30 42 21 Culture 20 40 29 Price 42 36 16 13 Other outer factors Frequency (%) Outer factors Always Frequently Usually Rarely Never Mood 22 34 29 15 Personal Style 37 43 18 NATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIOR NATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIOR Celebrities 12 52 23 Brand Image 14 56 20 Environment/ Friends/ Family 12 25 48 11 Store environment 13 32 32 15 14 Students’ brand biasness 15 Reasons for choosing domestic brands products 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NATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIORNATIONAL.ECONOMIC.UNIVERSITY.STUDENTS’.PREFERENCES.OF.FASHION.FASHION.TRENDS.AND.CONSUMER.BEHAVIOR