Final report communication plan for the hades brand subject integrated marketing communication (imc)

Through this research, our team's goal is to let young people love and know more about Hades, segment potential customers, and bring them to unique, eye-catching designs that they desire

MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS & FINANCE HO CHI MINH CITY

oog

A UEF UNIVERSITY OF ECONOMICS & FINANCE

Ho Chi Minh, 04 April 2024

GROUP MEMBER 3

THANK YOU

For a student, carrying out and completing the topic "COMMUNICATION PLAN FOR THE HADES BRAND" of the IMC subject is a learning journey and a significant effort To ensure that the article is on the right track, we would like to express our sincerest and deepest thanks through these words

First of all, we would like to thank the University of Economics and Finance for creating favorable conditions for learning with modem facilities and meticulously compiled textbooks The school's inclusion of this valuable subject in the program has helped me approach, get acquainted, and practice writing as well as practice other skills and elements that will be useful later

There is a proverb that says: "If you don't have a teacher, you can do it" Indeed, without the valuable teaching and guidance of lecturer Ngo Thi Nhat Tuyet, we would not have been able to complete this essay smoothly Therefore, we would like to sincerely thank Mrs Tuyet and wish him

a happy life and success in his career of "growing people”

While writing this thesis, although we received dedicated guidance from the lecturer and tried our best, our writing ability and understanding of this field are still limited Therefore, this article may be flawed We hope teachers will have constructive comments to help us improve We wish the teachers health and happiness and sincerely thank them for their attention and suggestions

Group 3

TABLE OF CONTENT

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I An Introduction to Integrated Marketing CommunIeafions :cccccxccxscs+ 2

1 _ Strategic Marketing Plan + k2t 1211111011811 1101111101111 1 1 111 H1 11H crờ 2

2 The Target Marketing PTOC€S§S ó0 LH HH HH HH 1110118111101 11 1x re 3

Il The Role of IMC in the Marketing Proc€s§s n1 2v vn HH HH eo 4

1 _ Stages In the Consumer Deeision-Making Process tì v22 v2, 4

2 Relevant Internal Psychological Processes c cv ng HH t1 re, 6 2.1 Psychoanalytie th€OTy c2 n HnHg HH HH HH1 1 01 01101 1H rêu 6 2.2 Relevant Internal Psychological Processes cv HH HH He 6

I Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing CommunIcation rgann1ZzafIOTS ác cv 211 1011111 1101111111111 011 g1 1111111 kg 7

1 _ Elements ofthe Promotional ÍMIX - - c 2211212111111 111111 11111111011 HH vk, 7

Iv Perspectives on Consumer BehaVIOT ác: t2 1 1212 1 101111121111 1111111815111 11 xe 9

2 Models of the Response PToCess LH HH HH HH1 HH1 n1 tệ, 9

3 ELM ModelL S22 211121 1114111111111111111111 11111 HH HH HH Hi He 10

V, The communication DFOC€SS c 1 n1 1211 11011111 111111 1101111110111 1111101 u 11

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1 The ways to set up a budget for IÌMC c2 12112 1211211111 11111 11111 2 rau 12

T, Bussiness information ccc e 13

ch

III

PIN 7o 13

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lá 109)010011037-iï~i;1< 888008 13

Brand ChaTaCf€TISEICS óc 2122121111211 1111111111111 111111111 H111 H HH1 HH1 1111 HH 14 SINH niioo-›ẽaÝÝ 14

nh an e 14

Business ownership channelL óc 2c 12111 1213111011911 1181111111111 1 g1 HH HH 15 T1“ -.- 15

XU ố 15

6.3 Website 15

GA TIKTOK =.S 16

Revenue and business ørowth of the enferpTISe 0 2à n2 Hye, 16 Evaluate the effectiveness of Hades' communication channels - ¿-:‹ 16

8.1 Number ofinteracting pe€opÏ€ c1 21211 191111 1111112181 111101181101 key 16 LAN an e 16

8.3 HADES's media campaIgn c1 11211211111 11811 1111111011111 01181111111 re, 18 Market information cece 20 202022110 11111121 1112110111 11111 11111111112 11112 111111111 1111 111 HH ru 19 lJb0 c1 19

Market Trend 19

General advantages and disadvantages of the Industry óc vn re 20 SG 41 20

EU? oan 20

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Revenue and business ørowtfh - c2 2110 1211111 1101101 1011111011111 111111 11H xey 20 I 09)/2010110960271010) 28000088 .a 20

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1.2 Brand identity ccc 21

Product amalysis c.ccccccccccsscsscsecsesscssesecsscsscsevsscsecsessessessessssesessesecsessessessessaseneessees 21 P Nši on co nnố 21

2.2 USP ofHADES prodUcfs c1 1211 1 1011 02111141111111 1110110111, 22 2.3 SWOTT analysIs of the prodUct ĩc k2 1 2191111811111 111111 ve, 22 2.4 The product solves consumers' probleIms c2 321212131 rrrree 23 2.5 What is the product message that the company wants to convey to customers? 23 COMPetitOLs cc 23

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) 9.160) 0h - -+1 24 2.1 Products of direet competIfOTS ác k2 vn v92 101011 1101111101811 011 xe 25 PB 25

Disadvantages of the product when compared to competIfOFS + 25

E00 ch hố ằ 26

B.L.1 Typical activities 26

3.1.2 Result ad 26

En ' 0 0c9 nh .4 26

E59 3 0n 3ŸẢẢŸ 27

SeQGMenNtatiON .a 27

Customer Persona A.a 28

BH oaua : ố ga 28

PA NG o.n na ốe 28

Behavior and habits of targef CUSf£OIH€TS - 120 2 2111 1911110118111 1 re 29 3.1 Habit of buying products/services on online/offline channels of KHMT 29

E90 na 29 Tendency to learn personal €ỌOTS c1 21121221 121391 1 11011111 1111181 1181281518 30

INTRODUCTION

IMC is about combining and integrating different marketing tools and channels to deliver a clear, consistent, and compelling message about a brand and product The subject is taught and guided by Ms Nhat Tuyet After her lectures, we decided to take the local brand Hades as a research topic

Hades is one of the local brands that fired the "shot" that started the streetwear trend in Vietnam This brand is famous for designs that honor comfort, spaciousness, and simplicity but are not picky about the wearer With an understanding of the needs and emotions of street fashion enthusiasts, Hades skillfully satisfies their expectations Hades Local Brand users are typically young people, ranging from 16 to 28 years old Both men and women can try their hand at Hades' style, but there will be more focus on girls than boys

Although it has only "become charming" with Vietnamese youth in the past 5 years, a series

of domestic fashion brands have followed this style and Hades is one of them

Through this research, our team's goal is to let young people love and know more about Hades, segment potential customers, and bring them to unique, eye-catching designs that they desire Children love themselves more and are more confident and creative in their world Through this research, our team's goal is to let young people love and know more about Hades, segment potential customers, and bring them the unique, eye-catching designs they desire The main goal of the service that our team is aiming for is the harmonious combination of communication channels to ensure that Hades's message is conveyed consistently and reliably to customers As well as achieving short-term profits through increased sales, our team also aims to build and maintain the

brand in customers’ minds

THEORETICAL BASIS

I An Introduction to Integrated Marketing Communications

1 Strategic Marketing Plan

© Opportunity Analysis

Careful market analysis will lead to alternative market opportunities for existing product lines in current or new markets, new products for existing markets, or new products for new markets Market opportunities are areas with favorable demand trends, where the company believes that customer needs and opportunities are not being satisfied, and where the company can compete effectively

¢ Competitive Analysis

When developing marketing strategies and plans for a company's products and services, managers must carefully analyze the competition in the market This can range from the direct brand competition, which may include the company's brand, to more indirect forms of competition, such as substitute products

An important aspect of developing a marketing strategy is finding a competitive advantage, something special that a company does or has that gives it an edge over its competitors Ways to gain a competitive advantage include having quality products at premium prices, providing superior customer service, having the lowest production costs and lower prices, and dominating distribution channels Competitive advantage can also be achieved through advertising to create and maintain product differentiation and brand equity

® Target Market Selection

After evaluating the opportunities offered by different market segments, including detailed competitive analysis, the company may select one or more as target markets This target market becomes the focus of the company's marketing efforts and goals and objectives are set according to the company’s desired position and what it hopes to achieve in this market

Depending on the market approach used, different objectives may be established, different budgets may be used, and the promotional mix strategies may vary

Marketing Strategy and Target Marketing Marketing Planning Analysis Process Program Development Target Market

Promotion

to final buyor

Digitay Interactive

Figure 1 - Marketing and Promotions Process Model

2 The Target Marketing Process

Positioning Identifying

markets with

Determining Selecting a market market through marketing

Identifying a target market separates consumers with similar lifestyles, needs, and the like, and increases our knowledge of their specific requirements The more marketers can establish this common ground with consumers, the more effective they will be in addressing these needs in their communications programs and in informing and persuading consumers consumption potential users that the product or service offered will meet their needs

e Market Segmentation

It is impossible to develop a marketing strategy for every consumer Marketers try to identify broad groups of buyers who have similar needs and will respond similarly to marketing activities Market segmentation is dividing a market into distinct groups that have common needs and will respond similarly to a marketing action

The more marketers segment a market, the more accurate their understanding of it becomes But the more fragmented the market, the fewer consumers there are in each segment When planning promotional efforts, managers consider whether the target segment is large enough to support personalization strategies We have 5 segmentation:

o Geographic segmentation: Markets are divided into different geographic units These

units may include nations, states, counties, or even neighborhoods

o Demographic segmentation: Dividing the market based on demographic variables such

as age, sex, family size, education, and social class

o Psychographic segmentation: Dividing the market based on personality, life cycles, and/or lifestyles

o Behavioristic segmentation: Dividing consumers into groups according to their usage, loyalties, or buying responses to a product or service

o Benefit segmentation: In purchasing products, consumers are generally trying to satisfy specific needs and/or wants The product provides specific benefits to satisfy these needs

¢ = Selecting a Target Market

The results of the segmentation analysis will reveal the available market opportunities The next stage in the target marketing process involves two steps:

[1] Determine the number of segments that need to be involved

[2] Determine which segments have the most potential

¢ Market Positioning

Positioning is defined as “the art and science of adapting a product or service to one or more segments of a broad market in a way that makes it meaningfully different from the competition.” compete"

Positioning Approaches Positioning strategies often focus on consumers or competitors While both approaches involve linking product benefits to consumer needs, the former does so by linking the product to benefits the consumer will receive or creating a favorable brand image

Many advertisers consider market positioning to be the most important factor in establishing a brand in the market

The positioning of a product or brand is key in communicating the benefits it offers and differentiating it from competitors

II The Role of IMC in the Marketing Process

1 Stages in the Consumer Decision-Making Process

The consumer decision-making process involves five basic steps This is the process by which consumers evaluate making a purchasing decision The 5 steps are problem recognition, information search, alternatives evaluation, purchase decision, and post-purchase evaluation

Problem I Information r Alternative I Purchase I se

recognition search evaluation decision evaluation

Figure 3 - Stages in the Consumer Decision-Making Process

Consumer perceives a need and get motivated to solve the problem, Caused by a difference between the consumer’s ideal state and actual state

Out of stock

Dissatisfaction, new needs or wants

New products, related products, or purchases

Nhu cấu thé hiện bản than

At this point in the consumer decision-making process, prospective buyers have developed criteria for what they want in a product Now they weigh their prospective choices against comparable alternatives

Alternatives may present themselves in the form of lower prices, additional product benefits, product availability, or something as personal as color or style options

This is the moment the consumer has been waiting for the purchase Once they have gathered all the facts, including feedback from previous customers, consumers should arrive at a logical conclusion on the product or service to purchase

o Purchase intention: It is the willingness of a customer to buy a certain product or a certain service Purchase intention is a dependent variable that depends on several

5

external and internal factors Purchase intentions are a measure of the respondent’s attitude toward purchasing a product or availing of a service

o Brand loyalty: is when customers continue to purchase from the same brand over and over again, despite competitors offering similar products or services Not only do customers continue engaging and purchasing from the same brand, but they also associate positive feelings toward that brand

o Customer dissatisfaction: is when a consumer is displeased with a company they've interacted with This sentiment can arise from unmet expectations, poor product quality, unsatisfactory customer service, and several other factors

o Cognitive dissonance This is an internal conflict that people have when their differing beliefs and opinions collide A marketer who can resolve such conflicts may help consumers choose their brand's products

According to this theory, the personality of an individual has an immense influence on his buying behavior Thus, the specific components of the theory, ‘id’- ‘ego’ and ‘superego’ cast their influence on buying behavior as per their dominance

HUMAN BEHAVIOR

Figure 5 - Psychoanalytic Theory Model

Motivation is the driving force that drives behavior toward a goal It includes biological, emotional, social, and cognitive factors that trigger human behavior

Perception is how sensory information is consciously organized, interpreted, and experienced It involves processing information from bottom to top and from top to bottom Perception is an

individual process, it depends on internal factors such as a person's beliefs, experiences, needs, and

moods,

Attitude is a set of feelings, beliefs, and behaviors toward a specific object, person, thing, or event Attitudes are often the result of experience or education and have a strong influence on how

we act in different situations

Integration is the process of combining parts into a whole It is the way product knowledge, meanings, and beliefs are combined to evaluate two or more alternatives

Learning is described in psychology as a change in behavior or behavioral potential based on experience or instruction and is often a long-term change

moma [> omen” J Ses > n> "a

Figure 6 - Relevant Internal Psychological Processes

Il Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations

The Promotional Mix

® Direct marketing

This is a type of marketing campaign whose purpose is to build a personal relationship between

a customer and a business to generate a response or transaction Direct marketing is more than just direct mail and mail order

It involves a variety of activities, including database management, direct sales, telemarketing, and direct response advertising through direct mail, online, media, and various printing

e Sales promotion

Typically defined as marketing activities that provide value or incentives to the sales force,

distributors, or end consumers and can stimulate immediate sales

Sales promotion is often divided into two main categories: consumer-oriented activities and trade-oriented activities

o Consumer-oriented sales promotion is targeted to the ultimate user of a product or service and includes couponing, sampling, premiums, rebates, contests, sweepstakes, and various point-of-purchase materials

o Trade-oriented sales promotion is targeted toward marketing intermediaries such as

wholesalers, distributors, and retailers

¢ Publicity/public relations

This is also another important component in the Marketing Mix

o Publicity: Refers to a non-personal communication related to an organization, product, service, or idea that is not directly compensated for or is paid for directly under an identified sponsorship It usually appears as a news story

o Public relations: Another problem is to distinguish the difference between Publicity and Public relations When an organization systematically plans and distributes information

in an attempt to control and manage its image and the nature of the advertising it receives, it engages in a function called public relations

o Public relations is defined as “‘a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Public relations often has a broader goal than promotion because its purpose is to establish and maintain a positive image of the company in the eyes of various publics

Personal selling

A form of person-to-person communication in which a seller attempts to assist or persuade a potential buyer to purchase a company's products or services Unlike advertising, personal selling involves direct contact between buyer and seller, either in person or through some form such as telephone sales This interaction gives marketers flexibility in communication; the seller can see or hear the potential buyer's reaction and modify the message accordingly The personal, personal communication in personal selling allows the seller to tailor the message to the customer's specific

Figure 8 - Communication Process

The brand communication process is a model that describes how a brand conveys a message to its target customers This process includes 5 main steps:

Source is where the message originates, be it an individual, an organization, or a brand Encoding is the process of converting a message from an idea into a specific format such as language, image, sound, etc to transmit to the recipient

Channel Message is the means used to convey a message to the recipient, including traditional communication channels such as advertising, and PR, and new communication

channels such as social networks, email marketing, etc

Receiver is the target audience to whom the brand wants to convey the message

Noise factors are factors (competitors or differences in knowledge, culture, experience, etc.) that can affect the communication process and hinder the message such as noise, distraction,

or misunderstanding This is the most difficult problem in the communication process

Models of the Response Process

M6 hinh AIDA

01

INTEREST

'0 J2 ean O3 mewn

04 Sesee

Figure 9 - Models of the Response Process

The AIDA model is a classic communication model used to describe the process of consumer response to advertising messages This model includes 4 stages:

stories

The third stage is to stimulate potential customers’ need for the product or service This can be done by: explaining how the product or service can solve the customer's problem and creating a sense of urgency

The final stage is to encourage potential customers to take action, such as making a purchase, signing up for information, etc This can be done by: using clear calls to action, providing simple steps to take action, removing barriers to purchase.,

The AIDA model is a simple and effective model for building a communications strategy that attracts potential customers and encourages them to take action

3 ELM Model

Figure 10 - ELM Model

The ELM Model (Elaboration Likelihood Model) is a social psychological model developed by Richard Petty and John Cacioppo in 1984 This model explains how consumers receive and process advertising information, thereby leading to changes in their attitudes and behavior According to the ELM model, two main ways influence the reception of advertising information: Central road

® Consumers will focus on the content of advertising messages, carefully analyzing and evaluating the arguments presented

10

¢ Their attitude will change based on how logical, accurate, and convincing the message is

e This route is often used when: new or important advertising information, consumers have an interest in the advertised product or service

Internalization Identification Compliance

Credibility - the extent to which the recipient

sees the source as having relevant knowledge,

skill, or experience and trusts the source to

give unbiased, objective information

Internalization — the process by which a receiver adopts the position advocated by the source because it is perceived as accurate and makes it part of his or her belief system

Attractiveness — refers to the similarity,

familiarity, and/or likeability of the source

Identification — the process by which an individual is motivated to seek some type of relationship with the source and thus adopts

similar beliefs, attitudes, or behaviors

Power — refers to the ability (real or

perceived) of the source to administer

rewards or punishment to the receiver Compliance — the process by which the

receiver accepts the position advocated by the source to receive rewards or avoid

Table 1 - The table shows the association between three basic source properties and processing modes

2 Message Factors

Message appeals

One of the advertiser's most important creative strategy decisions involves the choice of an appropriate appeal

There are two broad categories of message appeals:

o Emotional — focus on the consumer’s social and/or psychological needs or feelings Many believe that the most effective advertising combines the practical reasons for purchasing a product with emotional values

Comparative Ads — directly or indirectly naming competitors in an ad and comparing one or more specific attributes

Fear appeals — evokes an emotional response to danger and arouses individuals to take steps to remove the threat

Humor appeals — evoke an emotional response by making people laugh or feel good about a company or brand

Message structure

A message consists of the following parts:

A header containing identifying and routing information

Optional properties that can be used to convey additional identifying information beyond that contained in the header

o A body containing the actual content of the message

1 The ways to set up a budget for IMC

SPECIFIC CONTENT

1 History of formation

¢ The brand was founded in 2014 and launched in 2016

e After nearly half a decade of operation, this brand has become a "tough" name on the street fashion map in Vietnam

¢ Hades actively participates in domestic and foreign fashion events, where Hades has been highly appreciated for his creativity and unique style

e This brand is not only a fashion brand, but also actively accompanies Vietnamese youth in community activities, conveying a positive, confident, and creative lifestyle to the young generation

2 Vision, Mission

2.1 Vision

¢ Desire to spread a positive lifestyle to the young generation

¢ Improving their appearance through fashion helps young people love themselves more and have the confidence to get out of their safe shells

¢ Wishing to be able to unleash creativity in their world

® Developing high-quality street fashion

¢ Focus on designing products that bring comfort to the wearer

¢ Comfort and product diversity, not being picky about the wearer along with harmonious color layout design are the highlights and also the common points of all the collections that Hades wants to aim for and develop

e Always accompany young people in community activities, conveying a positive lifestyle and confidently living comfortably according to their style

3 Brand Story

Hades was born with the mission of bringing confidence and style to the wearer while also inspiring and optimistic young people Originating from a deep passion for fashion and personal stories through clothing, Hades wants to convey to consumers the confidence to come out of their shells with their clothes, showing their bravery and individuality Uniqueness can shine through in any situation

The brand hopes that each of its products is not just an inanimate outfit but also a part of a living story, a source of inspiration for people to develop themselves in a diverse fashion world and colorful

4, Positioning Statement

Carrying the free and comfortable spirit of the modem young generation, most Hades products aim for spacious, simple designs that are not picky about the wearer "Fat or skinny, tall or

short, whether 3 busts are the same as | or not, it doesn't matter now." Once you come to Hades,

you certainly cannot "carry empty" out

Not only is it a modern fashion brand for young people, but Hades also represents an aesthetic trend as well as a unique lifestyle By perfecting their appearance, Hades wants young people to

love themselves more, be more confident, and unleash their creativity in their world

13

5.1 Main colors

OFFICIAL

Figure 12 - Main colors product of HADES

Hades's main colors revolve around black and red, showing strength, personality, and impressiveness

Black symbolizes solid mystery, and red represents prominence and charm

Hades mainly pursues Streetwear style or Edgy style in design, so the brand's products are quite diverse including many different products such as:

e Shirts: Diverse designs of t-shirts, crop tops, T-shirts,

® Pants: Jeans, shorts, are designed with a variety of materials and colors

Figure 13 - HADES products

6 Business ownership channel

PRED rom pb Thich CO Timkiém

Figure 15 - HADES Facebook account

a is S=- -

HADES CERISE BOW TEE SCUFFERS LOVE POLO -

426.0004 355.000¢

®Freeship Giảm 250K đ @Freeship Giảm 25K đ

Higure 17 - HADES TikTok account

7, Revenue and business growth of the enterprise

Hades' fashion brand has grown significantly in recent years In 2021, Hades achieved revenue of 664.8 thousand USD (about 15 billion VND) through sales on e-commerce platforms such as Shop and Lazada, and sold in stores, this is a number quite high for a local fashion brand Not stopping there, Hades is still on the rise and growing in revenue

By 2023, the revenue that Hades will achieve will be about 25-30 billion VND, a business growth rate of 58-90% compared to 2022 It is expected that the Hades wolf will continue to grow strongly this year However, there are still no specific figures for 2024, but perhaps we will not be too surprised that revenue and growth rate will be at an optimistic level

8 Evaluate the effectiveness of Hades' communication channels

8.1 Number of interacting people

posts have less than 100 likes

ranging from 450 to 1 million likes per post

8.2 Level of effectiveness

e Instagram: Hades is more effective on Instagram with a large following and high

engagement rate

The channel targets young people, mainly Gen Z, through articles about fashion, trends, lifestyle, and posts as well as interacts a lot with the target audience through Instagram

hades.studio Theo déi Nhắn tin

965 bài viết 1 Tr người theo dõi Đang theo dõi 17 người dùng HADES

( nades studio

Quần áo (Thương hiệu Connect with us @hades.coilab WORLDWIDE SHIPPING @ https://nades.studio

2 hades.vn + 2

Figure 20 - Customer reach to HADES via Facebook

According to Data.ai data, in 2022, 17% of Facebook users are aged 18-24, while the

proportion of users older than 45 years old is more than 44% In contrast, 28% of Instagram users are between 18 and 24 years old, and 33% are over 45 years old

Facebook is becoming a platform for the elderly For Generation Z, Facebook is a thing of the past, while Instagram is a trend

17

There are many reasons why Hades’ Instagram posts have higher engagement than Facebook's, but the main reason is that Hades! target customers, Gen Z, are more likely to use Instagram and tend to interact more on Instagram than Facebook Currently, Hades is focusing more

on media, posting more on Instagram to reach closer to young people

Focusing on Instagram helps Hades reach target customers directly and effectively, making it easier to attract attention and build relationships with them But Hades is also missing out on potential customers, losing out on opportunities to increase brand awareness, and limiting its ability

to collect more data Facebook is still the most popular social network with a large user base and is still an effective channel to increase brand awareness, especially for those who do not know Hades

In addition, Facebook provides many customer data collection tools, helping Hades better understand target customers and adjust marketing strategies accordingly

According to Metric's Local brand market analysis report, there are currently more than 3 brands accounting for 11.3% of total revenue Compared among the top 10 brands, hades holds 89.14% market share in terms of revenue Next are local and Heybro, respectively, local brands have market share with revenue of 9.54 % and 1.32 %

Once Hades has gained a strong enough position, it is still nght to continue promoting the Instagram channel, but the Brand also needs to promote more interaction and run Facebook Ads to increase brand awareness and reach people who have not yet reached a position know Hades 8.3 HADES's media campaign

Before, Hades choosing to book articles in the press was a reasonable decision in the early stages when the brand was just starting to become more widely known This helps Hades improve

brand awareness, reach target customers, increase website traffic, and build reputation due to more

reliable and objective journalism

LT GIẢI TRÍ ' Sao | Đẹp | Hậu trườngsao | Video

Không lo lỗi mốt với loạt đồ streetwear sành điệu tại

Hades

Liên tục “chiều lỏng” giới trẻ mộ điệu bằng nhữn, aie 9 130, bat kip

u hướng thời trang thé giới, Hades đã trở thành ng a tin 66 streetwear tại Việt Nam

Figure 21 - 2021 article on Hades

XEM NHIỀU

« - Why doesn't Hades run a media campaign?

o Budget Costs for media campaigns can be high

o Hades’ target customer group is young people who often use social networks You can use social networks to reach out and spend less money

Now, That Hades is well known to many young people, it has enough ability to carry out communication campaigns — Carry out communication campaigns to reach customers and convey the brand's message to them accurately and more effective

18

Hades's communication problem is that Hades has not had a communication campaign because it previously did not have enough budget or had no main content for the communication campaign, leading to missed opportunities to reach potential customers However, today's youth are interested in shaping their style

Hades recognized this need and was able to implement a media campaign to meet customer needs

Il Market information

The market size of the fashion industry is estimated to be worth about 6.8 trillion USD/year Although still quite young, our country's market is considered quite attractive for fashion companies

to exploit, especially in the context of fast fashion trends that have a big impact on consumers such

as local brand fashion

The market size of the Local brand industry is estimated to be 1.36 trillion USD by 2024 and

is expected to reach 1.78 trillion USD by 2029, with a compound annual growth rate (CAGR) of 4, 63% during the forecast period (2024-2029) In the fashion market, the growth of online shopping is expected to support the growth of this fashion industry

According to research, 17% of social network users have purchased directly on an e- commerce platform in the last three months

Peak shopping moments in Viet Nam are evolving into a marathon with a constant stream of sales events, from

early Oct to Tet Holiday and Valentine (2024)

1212 Te† Holidoy

Figure 22 - Youth market data

In addition, currently Streetwear - Youth fashion is popular among sports lovers and street culture enthusiasts

3 General advantages and disadvantages of the industry

3.1 Advantages

¢ Currently, youth fashion is also reflecting creativity, individuality, rebellion, and constant change over time Genderless fashion, also known as Unisex, retro-style

19

wide-leg jeans, colorful Tie-dye style - this is how genZ shows cheerful and bold generosity

¢ Local Brands can apply these styles to their brands to make a difference This is also

an advantage for current Locals

se With the challenges and difficulties that localities are facing, localities are required to

be flexible in creating products and adapting to a competitive environment with competitors

Ill Business situation

1 Revenue and business growth

© Hades’ fashion brand has grown significantly in recent years

® In 2021, Hades achieved revenue of 664.8 thousand USD (about 15 billion VND) through sales on e-commerce platforms such as Shop and Lazada, and sold in stores, this is a number quite high for a local fashion brand

¢ By 2023, the revenue that Hades will achieve will be about 25-30 billion VND, a business growth rate of 58-90% compared to 2022 It is expected that the Hades wolf will continue to grow strongly this year However, there are still no specific figures for

2024, but perhaps we will not be too surprised that revenue and growth rate will be at

Style

Unisex is suitable for both men and women

Simple, basic design, easy to coordinate

Streetwear has a dynamic and individual street style

Diverse patterns and colors suit many different tastes and styles

Use toxins such as reflective, galaxy, tie-dye, to create a different highlight

Material

Cotton and felt fabrics are comfortable and absorb sweat well

Khaki fabric stands in form, suitable for hats and pants

Corduroy fabric is soft, warm, and suitable for docker hats

High-quality materials to ensure product durability and beauty

Costume

design

trends of today's youth

Usually have spacious, comfortable sizes suitable for many body shapes and

The basic shape is easy to coordinate, and not out of fashion

2.1

Table 2 - HADES product analysis table

Price of the product HADES product prices range from 350,000 VND to 950,000 VND, suitable for the budget of the majority of young customers

Material | 100% imported} Cotton felt The khaki Simili fabric is | Khaki material

cotton and fabric, high- | fabric baseball | durable, has price from crocodile quality cotton capisform- | good strength,

elastic fabric is felt, non- fitting and and does not

sweat well and | highly durable well

modern,

dynamic shape

Table 3 - HADES product price list

2.2 USP of HADES products

Streetwear style Diverse textures and colors

Reasonable price, good quality

Diverse product and model

portfolio

The product is manufactured in Vietnam

Table 4 - USP of HADES products

SWOT analysis of the product

¢ Diverse products with many different

types of products, from t-shirts, jeans,

and hats to accessories and a variety of

designs ® ® The store system is not widespread Products are easily counterfeited

® The customer file is limited

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Opportunities Challenge

¢ Demand for streetwear products is e Many competitors

¢ E-commerce platforms develop to reach ¢ There are many fake and counterfeit more customers through online sales goods

channels

Table 5 - SWOT analysis of the product

2.4 The product solves consumers' problems

¢ Help customers express their personality and style through unique fashion products

¢ Providing high quality, comfortable, and dynamic products, suitable for many different activities

¢ High-quality products at reasonable prices

® HADES - Be yourself - encourages customers to confidently express their personality and style

e HADES - High-quality fashion for young people - provides high-quality fashion products, suitable to the needs and tastes of young people

Figure 24 - Logo of BAD HABITS

1.1 Products of direct competitors

BAD HABITS: Free-size clothing and accessories (backpacks, hats ) have diverse designs, and basic colors with unique patterns suitable for both men and women In particular, product lines are updated seasonally to optimally meet customers' search needs

¢ Bad Habits T-shirt: T-shirt models stand out with large patterns and gradient colors, spacious shirt form, and airy cotton material, and prices range from 360,000 - 500,000 VND

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