Achievable Objective
Introducing Tre Collection, our latest fashion line crafted from eco-friendly bamboo fibers As a fresh entrant in the sustainable fashion market, we aim to capture 30% of the market share within the next year.
Specific Goals (1 year)
Build and increase brand awareness in the middle-class customer segment, from 10% to 50% in the first year of product launch
Achieve a high level of customer satisfaction, approximately 95% of the target customers
With the introduction of new products, the Brand anticipates a 15% increase in sales compared to the previous year This target aims to enhance profit margins and expand the product's market share.
To achieve sustained quarterly growth, focus on encouraging existing customers to purchase the new product Aim to sell 150 units weekly during the initial three months, with a target of 3,000 units sold by the end of the year.
SWOT
The brand has established itself as a leader in sustainable fashion, gaining significant attention since its launch and winning the Young Creative Entrepreneur 2014 award from the British Council Featured in renowned publications such as Style Republik, ELLE Vietnam, and the New York Times, as well as highlighted in CNN's "Iconic Hanoi" series, the brand's reputation for quality and prestige instills consumer trust in its products.
• Headquartered and factory located in Hanoi with a team of experienced, creative workers, professional design team, able to grasp fashion trends very well, many years of working experience
• The brand's production process brings together local artisans and craftsmen both in Hanoi and ethnic minorities in the highlands of Hoa Binh, Cao Bang, Lao Cai
This product line targets a selective market, particularly among the middle and lower-middle class, due to its relatively high price point Consequently, it risks losing a segment of market share and potential profits.
• The value of a shirt can be up to 4 or 5 million VND It is this value factor that has created the "conservative" mentality of customers with products of "Kilomet 109"
• High cost of the production process and a relatively long time to complete the product
• During the time of the covid epidemic, which severely affected businesses, especially fashion brands The store was forced to close because of social
Kilomet's women's fashion collection, TRE, showcases innovative designs crafted from sustainable bamboo fiber material This marketing plan emphasizes the eco-friendly nature of the collection, targeting environmentally conscious consumers By highlighting the unique benefits of bamboo fiber, such as its softness and breathability, Kilomet aims to position TRE as a stylish yet sustainable choice in women's fashion Engaging social media campaigns and influencer partnerships will enhance brand visibility and attract a diverse audience The plan also includes strategic collaborations with eco-friendly retailers to expand market reach and promote the collection's commitment to sustainability.
Collaborate with prominent art spaces in the country, including Manzi Art Space, Work Room Four, and the London College for Fashion Studies, while also engaging with the innovative creative learning platform VAWAA (Vacation with an Artist) based in New York, USA Partner with the British Council and connect with both local and international freelance artists to enhance artistic exchange and learning opportunities.
Our newly launched product boasts a unique design that combines elements from our renowned Phieu and Mien collections, while being crafted from sustainable bamboo fiber This innovative approach aims to revitalize our brand amid recent sales declines.
• Currently there is only one store in Hanoi, which leads to a disadvantage when customers want to visit the store in another location
• Marketing activities have not been diversified and popularized much Therefore, this is a weak point that needs to be improved if you want to have a successful product launch campaign
• This is a new product with a unique idea, the company will have the advantage of being a leader in this potential field
Amid the social distancing measures prompted by the epidemic, customers are increasingly engaging online, presenting sustainable fashion brands with a unique opportunity By leveraging various online platforms like Facebook, Instagram, and Pinterest, these brands can experiment with innovative strategies to enhance customer sentiment and foster deeper connections with their audience.
• Currently, customers tend to spend more on sustainable and high-quality products even though the products are expensive Brands with stories - visions - ethical values are preferred by consumers
Sustainable brands like Kilomet109 emphasize the stories behind their products, showcasing the founder's dedication to researching the production process They highlight that ingredients are sourced from local farmers who are compensated fairly, and that the products are crafted by hand This transparency fosters trust and loyalty among customers, encouraging them to feel that investing in eco-friendly and meaningful products is truly worthwhile.
The sustainable fashion market is gaining significant attention, highlighted by the emergence of strong competitors like Kilomet109, Moi Dien, and Metiseko To maintain its leading position, Kilomet109 must continuously innovate its marketing strategies.
To effectively reach high-end customers, brands must adapt to evolving consumer trends that emphasize careful purchasing decisions This requires the creation of impactful content that delivers practical, useful, and reliable information, ultimately persuading customers to choose their products.
The current market is characterized by highly diverse prices, with counterfeit goods emerging rapidly at significantly low costs, posing a substantial challenge for companies trading these products.
- Indirect competitors: fashion brands that are in line with current trends and are favored by many customers, using synthetic fibers, familiar and popular with customers
Kilomet's marketing plan for the women's fashion collection, made from sustainable bamboo fiber, focuses on eco-friendly practices and innovative design The collection emphasizes comfort and style, appealing to environmentally conscious consumers By highlighting the unique benefits of bamboo fabric, such as its softness and breathability, Kilomet aims to position itself as a leader in sustainable fashion Targeted marketing strategies will engage audiences through social media campaigns, influencer partnerships, and content that showcases the collection's versatility Ultimately, Kilomet seeks to create a strong brand identity that resonates with modern, eco-aware shoppers.
- Direct competitors: brands dealing in sustainable fashion products, using environmentally friendly materials: Môi điên, Metiseko,
Macro - Environment Analysis
Vietnam, with a population exceeding 90 million and growing by approximately 1 million annually, boasts a young demographic and a substantial working-age population This creates a rich labor market characterized by affordability, making Vietnam an attractive destination for consumer goods and garments Additionally, as the majority of the population resides in urban areas, Kilomet109 strategically targets the middle class, who have a preference for high-end products.
The economic environment in Vietnam shows a notable increase in clothing expenditure among young consumers A 2017 survey by Asia Plus revealed that 26% of respondents shop for clothes 2-3 times a month, while 52% shop once a month This trend contributes to an estimated annual textile and garment consumption value of approximately 5-6 billion USD, which translates to nearly 120,000-140,000 billion VND.
Industry experts indicate that the consumption value of goods, particularly in rural areas, is significantly higher due to the strong demand for products of unknown origin, imitation goods, and hand-carried items Nielsen's report from the second quarter of 2018 projected a robust growth rate of 15-20% annually for the Vietnamese fashion market in the coming years.
The women's fashion segment in Vietnam for ages 20-45 was valued at approximately $2 billion in 2022, with an impressive average growth rate of 30% per year Recognizing this potential, Kilomet109 is set to launch the Tre collection specifically designed to cater to this demographic.
The modern technological landscape is evolving swiftly, characterized by ongoing research, rapid advancements, and endless innovation opportunities Despite this, Kilometers remains committed to traditional weaving techniques, highlighting the meticulous craftsmanship that distinguishes each product's quality.
Vietnam's political landscape is currently stable, with the government actively addressing security concerns, making it an attractive investment destination The positive conditions suggest a promising future for stability, while the smooth internal affairs of the country create favorable business opportunities.
Kilomet109 is a leading brand in the sustainable fashion market, known for its environmentally friendly products and impressive sales As the economy develops and incomes rise, consumers are increasingly focused on high-quality clothing that prioritizes environmental safety The upcoming Tre Collection from Kilomet109 is poised to align perfectly with these evolving trends, catering to customers' desires for sustainable and stylish apparel.
The marketing plan for the women's fashion collection, TRE, made from sustainable bamboo fiber material by Kilomet, focuses on eco-friendly practices and stylish designs This collection aims to attract environmentally conscious consumers by highlighting the benefits of bamboo as a renewable resource The strategy includes targeted online campaigns, influencer partnerships, and engaging social media content to showcase the unique qualities of TRE By emphasizing sustainability and fashion-forward aesthetics, Kilomet seeks to position itself as a leader in the eco-fashion industry.
Segmentation
Table 4.1 Segments that are relevant to Kilomet 109
Segmentation Office Worker Single Middle-age
Studying university, having job, stable income
Busy, usually dress up and make.up; interested in fashion and beauty
Freedom, love the health and fashion
High requirements for product quality
Price goes hand in hand with quality
Usually pay for products from affordable to intermediate
Price goes hand in hand with quality
Requirements on the price of fashion products
Pay much attention to the quality of the products
Use products according to habits
Willing to buy a product of good quality but a bit high price
Usually pay for mid to high-end products
Demand Usually use and necessary for working
Quite necessary because they are single, they want to become more confident in life and work
Very essential (Used in business like going to meet customers and partners Help yourself more confident in the relationships around)
Not too concerned about the price just quality
The marketing plan for the women's fashion collection TRE, crafted from sustainable bamboo fiber material by Kilomet, emphasizes eco-friendly practices and innovative design This collection targets environmentally conscious consumers seeking stylish yet sustainable clothing options By highlighting the unique benefits of bamboo fiber, such as its softness and breathability, the plan aims to position TRE as a leading choice in the sustainable fashion market Engaging social media campaigns and collaborations with eco-influencers will enhance brand visibility and attract a wider audience The ultimate goal is to establish TRE as a trusted name in women's fashion while promoting sustainability and ethical production.
Targeting
Income: middle class, well-off, good income > 15 000 000 VND
Education: Highly educated, knowledgeable, have a stable job
Customers with aesthetics of fashion and interested in quality of life Pursuing a meaningful, balanced and healthy lifestyle taking good care of health ;
Appreciating the sustainable values of the product
Loving the environment and willing to change shopping habits to reduce environmental impact
Customers prefer brands that are sustainable and environmentally responsible and use eco friendly products
High requirements for price and product quality
Willing to buy a good quality product but a bit high price
Positioning
Positioning strategy is more product based in the sense that it has tried to emphasis individual product properties rather than a common brand image
Kilomet 109 celebrates and preserves the traditional handicraft techniques of ethnic minorities in the Northern mountainous region By employing a differentiation strategy, it positions its "Tre Collection" as a premium sustainable fashion line for women, utilizing eco-friendly materials like bamboo fibers.
Graph 4.1 Sustainable fashion brand positioning map
Kilomet's marketing plan for the women's fashion collection focuses on sustainable and eco-friendly bamboo fiber materials This innovative approach not only highlights the unique qualities of bamboo, such as its softness and breathability, but also appeals to environmentally conscious consumers The strategy aims to position the brand as a leader in sustainable fashion, emphasizing the importance of ethical production practices By leveraging social media and influencer partnerships, Kilomet seeks to engage its target audience and promote the collection's stylish and sustainable offerings.
Product strategy
Kilomet 109 specializes in a closed design process that encompasses every stage from planting cotton and hemp to weaving and hand-dyeing with organic materials derived from flowers and plants This time, they are introducing a new high-quality bamboo fiber fabric, known for its exceptional characteristics.
- It is a natural fabric synthesized from the wood pulp of the bamboo tree with the most advanced process
- Has extremely good hygroscopicity, superior to cotton fabric by 60%, and high colorfastness
- Bamboo fiber has anti-mildew and anti-bacterial properties According to the results of scientific tests, bamboo fibers have achieved a bactericidal rate of up to 75%
Bamboo fabric is free from harmful chemicals, as confirmed by the Oeko-Tex standard, making it safe for all ages Its hypoallergenic properties ensure that it does not cause skin irritation, even for those with sensitive skin.
Tre Collection offers environmentally friendly and socially responsible fashion products that meet the demand for high-quality clothing With a focus on sustainability and safety, these garments address customer concerns about value for money, ensuring that each purchase is both worthwhile and ethically sound.
The product, crafted from premium bamboo fiber, boasts exceptional qualities such as UV protection, moisture absorption, and softness, ensuring comfort while safeguarding the skin It aligns with the growing demand for eco-friendly products that decompose quickly, addressing concerns about environmental pollution Additionally, this high-end fashion collection from the esteemed brand Kilomet 109 enhances the wearer's elegance, fulfilling the desire for admiration and sophistication.
Kilomet 109 is a renowned sustainable fashion brand celebrated for its successful collections, Mien and Phieu, which assure customers of product quality and reliability The brand stands out through its closed production process, traditional weaving techniques, and skilled artisans who craft each piece Customers experience excitement and appreciation for the meticulous craftsmanship evident in every shirt, dress, and skirt, making Kilomet 109 a unique choice in the fashion industry.
- With bamboo fiber material meticulously woven by skilled artisans in the northern mountains
- Special design with the bold traditional culture of regions
Kilomet's marketing plan for the women's fashion collection, TRE, focuses on innovative designs made from sustainable bamboo fiber material This eco-friendly approach not only highlights the brand's commitment to sustainability but also appeals to the growing consumer demand for environmentally conscious fashion By emphasizing the unique qualities of bamboo fiber, such as its softness and breathability, Kilomet aims to position TRE as a leading choice for stylish and sustainable women's apparel The marketing strategy will leverage social media campaigns, influencer partnerships, and targeted advertising to reach a broader audience and enhance brand visibility.
The designs draw inspiration from traditional weaving techniques using silk, cotton, and hemp, as well as indigo dyeing and beeswax painting practices of the Nung, Dao, Thai, Tay, Muong, and H'Mong women in regions like Mai Chau, Hoa Binh, and Cao Bang.
Kilomet 109 offers innovative "zero-waste" products featuring transformative "multi-purpose" designs These adjustable clothing pieces provide new inspiration and enjoyment in dressing, promoting diverse styles while reducing the need for excessive similar garments, addressing a key issue contributing to the overabundance in the fashion industry today.
Kilomet 109, established by designer Vu Thao in 2012, is a high-end fashion brand for both men and women The brand emphasizes eco-friendly practices throughout its production process, from sourcing sustainable materials to yarn management, dyeing, and manufacturing Based in Hanoi, Kilomet 109 showcases unique designs that reflect its commitment to quality and environmental responsibility.
109 brand are available at Module 7 Studio (83 Xuan Dieu)
Kilomet109's logo is a letter logo, black letters on a white background with the highlight of the number 109 in the middle of the letter O
Sustainable fashion brand image is the goal of Kilomet 109 Therefore, customers when looking at the Tre Collection will easily imagine the effects they will get when using this product
Kilomet 109 uniquely narrates its story through each design, merging the essence of East Asia with American fashion's practicality Utilizing hand-embroidered techniques on modern cuts, the brand draws inspiration from Vietnamese life, nature, and culture This fusion evokes a blend of urban minimalism, tradition, and ethnicity, positioning Kilomet 109 as a distinctive alternative to the fast fashion landscape.
To promote environmental friendliness and enhance brand visibility, Kilomet 109 will utilize paper bags for product packaging These eco-friendly bags are easily recyclable into creative items like bookmarks and decorative products, while also featuring the brand's logo, effectively broadening the reach of Kilomet 109's brand and products.
Kilomet 109 proudly showcases its Vietnamese heritage by featuring product information in Vietnamese, including the name, weight, and an image of the brand on the front of each garment, while providing usage instructions on the back.
Kilomet 109 offers essential support services designed to enhance the shopping experience, foster customer loyalty, and facilitate informed decision-making Additionally, it provides post-purchase assistance to address customer needs and concerns effectively.
Professional staff of well-trained advisors available in-store or online to answer product queries and assist customers in selecting the product that best meets their needs and situations
Kilomet's marketing plan for the women's fashion collection focuses on sustainable apparel made from bamboo fiber This innovative material not only promotes eco-friendliness but also offers comfort and style, appealing to environmentally conscious consumers The strategy includes targeted social media campaigns, influencer partnerships, and collaborations with eco-focused brands to enhance brand visibility Emphasizing the unique benefits of bamboo fiber, such as breathability and softness, will attract a diverse audience Additionally, the plan aims to engage customers through storytelling that highlights the sustainable journey of the collection, ultimately driving sales and brand loyalty.
Kilomet109's official website offers detailed insights into the ingredients, materials, and processes used in their products, ensuring consumers appreciate the true value of every shirt, dress, and garment they wear.
Pricing strategies
Vietnam is home to a select few sustainable fashion brands making a significant impact, including Kilomet109, Môi Điên, and Metiseko Kilomet109 excels in preserving and promoting traditional handicraft techniques from the ethnic minorities of the Northern mountainous region Môi Điên creatively repurposes old materials for its designs and contributes a portion of its revenue to charitable initiatives Meanwhile, Metiseko adopts a professional sustainable fashion business model, utilizing advanced technology and high-quality imported materials to enhance its offerings.
Kilometer 109 dedicates significant time to researching and sourcing natural, eco-friendly materials, employing traditional craft techniques from artisans in northern mountains This meticulous process contributes to the higher price point of their fashion products.
Table 5.1 Price list of competitors and of Kilomet109 :
The marketing plan for the women's fashion collection, TRE, emphasizes the unique qualities of garments made from sustainable bamboo fiber material by Kilomet This collection aims to appeal to eco-conscious consumers seeking stylish, environmentally friendly fashion options By highlighting the benefits of bamboo fiber, such as its softness, breathability, and sustainability, the plan positions TRE as a leader in the sustainable fashion market Targeted marketing strategies will include social media campaigns, influencer partnerships, and eco-friendly branding to effectively reach the target audience and drive sales.
Psychological pricing is an effective strategy in the fashion industry, where setting a higher price than competitors can create a perception of superior quality This approach leads consumers to believe that among lower-priced options, the most expensive product stands out as the best choice, enhancing its appeal.
Distribution strategy
Kilomet 109 is located at Module 7 (83 - Xuan Dieu) in Hanoi, a bustling street frequented by both locals and tourists In addition to its physical store, Kilomet 109 also offers a range of products online through its official website.
Kilomet 109 is a fashion brand that designs and produces its own products, which are sold directly through its retail store in Hanoi Utilizing a direct marketing channel, known as channel 1, Kilomet 109 efficiently manufactures and distributes its fashion items to customers.
Kilomet 109 employs exclusive distribution strategies to uphold its reputation as a high-end fashion brand By maintaining strict control over its products and services, Kilomet 109 ensures optimal customer satisfaction.
Marketing communications strategy
Kilomet 109 will launch the Tre Collection with a comprehensive media campaign, featuring a TV commercial that highlights the bamboo tree as a cultural symbol of the country The campaign will target audiences aged 25 to 45 through platforms like Facebook, YouTube, and TikTok, where the TVC will be prominently featured alongside lookbook uploads Additionally, Kilomet 109 will utilize LCD screens in apartment elevators and wifi advertising in major airports and commercial centers such as Vincom, The Garden, and AEON Mall to enhance awareness of the new collection.
Kilomet 109 sends press articles that align with the messaging of its TV commercials to capture customer attention, highlight the product's superior features and benefits, and enhance customer preference for Kilomet products.
Kilomet 109 hosted a fashion show to unveil the Tre Collection, inviting prominent fashion journalists, influential KOLs like Chau Bui, Quynh Anh Shyn, and DeCao, along with singers, actors, and fashion channel representatives This event aimed to provide guests with genuine experiences, engage loyal customers, and attract potential clients, ultimately enhancing brand awareness and showcasing new products.
At Kilomet 109, customers receive expert guidance from knowledgeable staff who understand product materials and characteristics The team is dedicated to identifying customer needs and providing tailored consultations to help shoppers make informed purchasing decisions.
The marketing plan for Kilomet's women's fashion collection, TRE, emphasizes the use of sustainable bamboo fiber material This eco-friendly approach not only highlights the brand's commitment to environmental responsibility but also appeals to the growing consumer demand for sustainable fashion The collection aims to combine style and comfort, making it an attractive choice for modern women By focusing on the unique qualities of bamboo fiber, such as its softness and breathability, Kilomet positions TRE as a must-have in the eco-conscious fashion market Effective promotional strategies will be crucial in reaching target audiences and enhancing brand visibility.
When shopping at Kilomet 109, customers are required to provide their phone number and email address This allows Kilomet 109 to send updates about newly launched collections, ensuring that customers can easily access and quickly receive accurate information.
We will utilize our communication channels to effectively inform the public about our product, enhancing customer awareness This includes providing comprehensive details on product information, the opening date, and the most efficient purchasing methods.
- Take a lookbook photo for the product to post on the brand's website
The Kilomet109 brand embodies the spirit of our country through the symbolic story of bamboo, highlighting our rich cultural heritage This article showcases the brand's unique features, particularly its commitment to sustainability, as all products are crafted from entirely natural materials that decompose safely in nature.
- Create accounts on Tiktok and youtube
- Length 15s Making TVC clips set in bamboo clusters in northwestern villages
- Laundry products are clean and carefully packed at the production site to wait for transportation to Hanoi
- Select and contact KOLs to cooperate,
- Build a website according to the bamboo idea of the collection
The marketing plan for Kilomet's women's fashion collection, Tre, focuses on promoting sustainable clothing made from bamboo fiber This eco-friendly material not only appeals to environmentally conscious consumers but also offers comfort and style The strategy includes targeted online campaigns, collaborations with influencers, and participation in eco-fashion events to enhance brand visibility Emphasizing the unique benefits of bamboo fiber, such as its softness and breathability, will attract a diverse audience Additionally, leveraging social media platforms will facilitate engagement and drive sales, positioning Kilomet as a leader in sustainable women's fashion.
We invite representatives from leading electronic newspapers, including Dan Tri, Vnexpress, Vietnamnet, Thanh Nien, and Youth, to join us for a special event Each attending journalist will receive a unique bamboo fiber hat from our collection, along with a 30% discount coupon for product purchases Additionally, representatives from ELLE Women magazine and L'Officiel Vietnam will also be in attendance.
- Invite representatives of 10 customers who have purchased Kilomet109 products
- Find a place and make a reservation for a press conference
- Announce extensive collections on social media: such as Facebook, Instagram, youtube
- Product Introduction and Shipping 3000 Products for Kilomet109's Existing Store
- Text to customers who have purchased old products to introduce new product information to customers
- 01/04 - 29/07: Post about products on social networks with a high frequency of about 2-3 posts in a week: tiktok, facebook, instagram, youtube
On Facebook: TVC will be posted on the official fanpage of Kilomet109 and combined with running ads
On Youtube: TVC will be uploaded on Kilomet109's channel in combination with running ads
- 01/08 – 31/12: Post about products on social networks with a low frequency of 1 post in a week
- 01/04 - 29/04: Submit articles to PR products for newspapers
Kenh 14: The post featured prominently on the 2-hour homepage Displayed in the 1day content box
Article Type 1 Dan Tri, VnExpress:
Top 1 category outside the homepage 2 hours
Top 1 1-day column page.Maintain posts with low frequencies of about 1 post/week
- 01/06 - 31/08: LCD- Frame: set TVC at LCD screen elevators of apartment buildings such as: 2 Vincom, 2 at RoyalCity, 2 at Times City
This marketing plan focuses on supporting Kilomet 109 in launching a new product by detailing effective marketing strategies based on a thorough situation analysis, the business's mission, and an evaluation of industry competition.
The marketing plan for the women's fashion collection, TRE, focuses on garments made from sustainable bamboo fiber material by Kilomet This eco-friendly collection aims to attract environmentally conscious consumers while promoting the benefits of bamboo fabric, such as its softness, breathability, and durability The strategy includes targeted online campaigns, collaborations with influencers, and participation in eco-fashion events to enhance brand visibility and engagement By emphasizing sustainability and ethical production, Kilomet seeks to position TRE as a leader in the women's fashion market.
13 many difficulties for the Kilomet 109 brand when many customers are not aware of the brand, and the demand for sustainable fashion products is still quite low
To mitigate these challenges, effective marketing strategies have been adopted The evolution of branding and marketing mix strategies at Kilomet 109 enhances its ability to engage with the target audience and establish a competitive edge over rivals.
To effectively monitor the execution of our plan, we established key performance indicators, including sales figures, the number of products delivered to customers, and customer awareness levels These metrics are essential for assessing our market share Additionally, we will conduct post-purchase consumer satisfaction surveys and send reminders to evaluate the plan's effectiveness, allowing for necessary adjustments to enhance product awareness To achieve our sales growth objectives, we aim to sell 150 products weekly for the first three months and reach a total of 3,000 products by December 2022, with a monthly target of 300 products thereafter.
The marketing plan for bamboo fibers: kilomet 109's Tre collection from january 2022 to january
In 2023, Kilomet109 aims to refine its marketing mix strategies to effectively engage target markets, emphasizing the need for continuous communication to attract new customers The outlined distribution and pricing strategies provide a clear roadmap for the brand's approach Additionally, Kilomet109's strengths lie in its traditional technical expertise, closed manufacturing processes, and the talents of renowned designers and skilled artisans, enabling the brand to excel in creating fashion products, particularly those made from bamboo fiber.