Phân tích về các thông tin liên quan đến tình hình marketing của một thương hiệu thời trang BOO, bao gồm: PESTLE, SWOT (điểm mạnh, điểm yếu, cơ hội, và trở ngại), Marketing Mix (sản phẩm, giá cả, vị trí, khuyến mãi, con người) và tính cách thương hiệu thời trang BOO.
FAS H I O N MAR K E T I N G & BRAND AUDIT Course Name: Introduction Fashion Marketing T A B L E of C O N T E N T Part 1: Marketing Audit Introduction Competitor Analysis - Brand Overview - Competitor & its SWOT - Brand Mission Target Audience Situational Analysis Marketing Mix 7P's - PESTLE - Product - SWOT - Price - Place - Promotion - Peole PART 2: Brand Personality - Brand image - Brand identity - Market perception - Attributes - Symbolism Figure 1: BOO's clothes BRAND OVERVIEW I The history of BOO – BOO which opened N the first store in 2003 in Ha Noi, T was established by brothers – Do Viet Anh R and Do Viet Hung In 2009, they decided to set up BOO Limited Company O D Types of products – BOO sells diversie types of clothes such as jackets, TU shirts, Jeans, and accessories for Vietnamese C youth The printed T-shirt is a main item, T accounting for 90% of total its products (Bota I 2019) O The style – the main characteristic of BOO is streetwear BOO's clothes always show N Vietnamese traits, following the modern, Figure 2: BOO's clothes dynamic, and street style (To 2019) BOO's physical stores – There are 40 stores in Vietnam, including 22 clothing stores in Hanoi, and shops in HCM city (BOO website n.d.) Figure 3: BOO's store BOO's online channels - Less than 50 thousand total visits to BOO's website over months (Similar Web 2021) - More than 819 thousand followers on Facebook (Facebook 2021) - About 93 thousand followers on Instagram (Instagram 2021) Figure 4: BOO's clothes BRAND MISSION I N T R O D U C T I O N Figure 5: BOO's banner Doing business is not just only making a profit but also contributing to society and inspiring to bring about positive changes among young people and become a worthy brand of Vietnam BOO strives to uphold CORE VALUES: "Young spirit - Never slow down – Always be creative - Don't be afraid of limits - Keep yourself on the ground - Love your origin" BRAND OBJECTIVES BOO focus on those below objectives to fulfill the demands of its customers: + Various purposes: buyers use for staying at home, going out with family, sweetheart, and friends + High-quality fabric: users wear 2-3 years + Product variety: BOO also sell accessories such as hat, mask, and shoes + Design: young, modern, and dynamic Figure 6: BOO's banner PART 1: MARKETING AUDIT PO LITI CAL & LE GAL E NVI R O N M E NT S I T U A T I O N A L - GOVERNMENT RELATIONSHIPS WITH INDUSTRY: + Due to the impact of Covid-19, the Vietnamese government supports local fashion brands by decreasing interest rates and giving financial supports (Viet Nam News 2021) This contributes to modern technological upgrades, from that, the quality of the product, as well as the productivity, are improved + The government announced about two new pieces of information: the EU-Vietnam Free Trade Agreement (EUVFTA), and the EU-Vietnam Investor Protection Agreement (EUVIPA) Both agreements are ratified by Vietnam's government to enlarge the producing and exporting size A N A L Y S I S (Deshmukh 2020) This is an opportunity for local fashion brands to export their product to other nations and expand the brand reputation to the world - REGULATES COMPETITION: + International fashion brands realized the potential development of Vietnam's retail market (Tung 2017) For instance, H&M came to Vietnam and opened the first store on Vincom Center Dong Khoi in downtown Ho Chi Minh city (Nguyen 2017) Additionally, the first store of Cotton-on was located at Vincom Thao Dien in Ho Chi Minh city (Nguyen 2020) Because of that, local brands have to compete with too many large international brands ECONOMIC TRENDS - Pham Thai Binh, who is Head of Retail Leasing at Savills Ho Chi Minh city, said that Vietnamese's behavior in consumption will be changed due to the economic transaction The increased shopping needs attracted the investment of international brands (Zara, H&M, and Uniqlo) and the appearance of local brands (BOO, Libe, and MoiDien) This leads to the fast development of fast fashion in Vietnam (Ha 2017), - Figure shows that Vietnamese people who were aged 20 to 40 earned the highest total income in 2019, compared to income levels of other age groups (Euromonitor 2020) - Figure illustrates that in Vietnam, the sales of womenswear gradually increased from 2006 to 2020 because of the increasing demands of women for clothing, and in the forecast, this number will continually rise until 2025 S I T U A T I O N A L A N A L Y S I S => These elements are beneficial for BOO: its target customer is for females and this age group Therefore, they will purchase more for clothes shopping Figure 7: Distribution of income in Vietnam (Source: Euromonitor International from national statistics) Figure 8: the sale of womenswear in Vietnam (Source: Euromonitor International from national statistics) S O C IAL– C U LTU RAL TR E N D S S I T U A T I O N A L Figure 9: About BOO page on website - Tadashi Yanai, who is a president of the Fast Retailing Group, said "I think Vietnam has massive potential and will be one of the biggest consumer markets in the world" (Dart 2020) When BOO entered to Vietnam market, this brand realized that Vietnamese younger people are deeply interested in street style A N A L Y S I S - Furthermore, the Skateboarding trend appeared in Vietnam, which is increasingly popular with those who are into skating (Linh 2021) It also inspired streetwear style, therefore, local brands focus on designing clothes in streetwear - BOO, which is one of the first local brands in Vietnam, was born with the slogan "Made in the street", it sells mainly dynamic and flexible clothes and skates (BOO's website) => Advantage: BOO as a local brand can realize Vietnamese tastes well, compared to international fashion brands (Ha 2017) Figure 10: (Mạc Thu Thảo x Longboard) E N VI R O N M E NTAL E N VI R O N M E N T S I T U A T I O N A L - The manufacturing of clothes negatively impacted the environment such as carbon dioxide emissions, water consumption, and textile waste, therefore, the environmental cost of producing clothes is too high (Davis 2020) Based on figure 11, there is a great number of clothes waste traditionally released to the landfill, but now, these old clothing is recycled into Figure 11: the process of clothing consumption (Source: Rmit Vietnam) new material, product, or reused items A N A L Y S I S - Therefore, Dr Rajkishore Nayak said that sustainable manufacturing is a key factor influencing the future environment and society, therefore, fashion and textile should pay attention (Hoang 2020) Figure 12: BOO's green campaign - BOO also organizes some green campaigns (do the smallest things daily, change the planet) to contribute to the environment, for example, collecting old clothes, electronic waste, and plastic bags (Boo Green2020) Figure 13: BOO's green campaign TECHNO LO GICAL ENVIRO NM ENT - Currently, E-commerce sites such as Shopee, Tiki, and Lazada are increasingly popular in Vietnam Figure 17 displays that these platforms are on the top 20 most-visited websites in Vietnam (Hootsuite 2020) - Additionally, figure 15 shows that the percentage of purchase product online (any devices) was 75% of Internet users aged 16 to 64 (Hootsuite 2020) - Particularly, figure 16 illustrates the annual growth in total amount spent in consumer e-commerce categories for fashion and beauty increased more 17% with 717 million dollars (Hootsuite 2020) => BOO partnered with Shopee Mall years ago with 36,2 thousand followers and Tiki with 749 followers (figure 14) Figure 14: BOO sell products on e-commerce sites, Tiki and Shopee Figure 15: e-commerce activities in Vietnam (Source: Hootsuite 2020) S I T U A T I O N A L A N A L Y S I S Figure 16: the annually growth spending in e-commerce fashion in Vietnam (Source: Hootsuite 2020) Figure 17: most-visited websites in Vietnam (Source: Hootsuite 2020) SWOT OF BRAND CHOICE STRENGHS - One of the first local brands, BOO has more business experience and understands the needs of Vietnamese well - BOO owns a long history of establishment with about 18 years, therefore, it has a great big fan group and consistent mission and vision to develop - Young and creative design - Variety of products for both men and women - Physical stores are located in a shopping mall and the center of the city - Affordable prices with the highquality items OPPORTUNITIES S I T U A T I O N A L WEAKNESSES - The differentiation of BOO and other brands is still weak - The market of BOO in Ho Chi Minh is not high, despite central locations - The lack of a current renowned online platform, for example, Tiktok - Staff in-store are not professional in sales and product consultation, a few of staff work in a store S W O T - The development of e-commerce platforms, BOO can sell online, which saves operational costs (fewer staff salaries, physical store fee) - The increasing demands of women for clothes: - the income of Vietnamese enhances THREATS - More competitors: international brands (Uniqlo), and local brands (Couple TX) entry into the Vietnam market - Vietnamese consumers can approach more clothing retailers with the cheapest prices via Shopee - Covid-19 results in lower-income, lower traveling needs, therefore, customers have no purpose and money to spend on shopping for new clothes 10 A N A L Y S I S Figure 18: Couple TX's logo COMPETITOR OVERVIEW - PRODUCT & STYLE: Couple TX sells a variety of clothes for both men and women, its style also streetwear, and casualwear, T-shirt, Jeans, and jackets - UNIQUE ITEM: UV sun protection jacket - PRICE: the price of Couple TX's items is lower than BOO ones, about 100 to 200 thousand VND - PHYSICAL STORE: There are 40 Couple TX stores nationwide: 20 stores in Ho Chi Minh city, stores in Ha Noi Figure 19: UV sun protection jacket of Couple TX, A N A L Y S I S IN HO CHI MINH CITY MARKET C O M P E T I T O R Figure 20: The products of Couple TX Channels Couple TX BOO CHANNEL DISTRIBUTION: The amount of BOO's followers is 693,000 809,000 14,300 92,900 and Instagram channels However, 19,500 none BOO does not create an account of Figure 21: the comperational table of channel distributions C O M PE RAT I O N higher than Couple TX on Facebook Tiktok 11 SWOT OF COMPETITO R C O M P E T I T O R A N A L Y S I S STRENGHS WEAKNESSES - Couple TX owns a unique item, a UV sun protection jacket which is a must-item for Vietnamese women on sunny days - There is more physical store in Ho Chi Minh city - Affordable prices with good quality products - The various types of clothes: T-shirts, jeans, and jackets - Staff is friendly and welcoming - Simple style: easy to mix match for daily activities - All physical stores are not located in a shopping mall (Couple TX website) - The interaction of Couple TX on social platforms is still weak, based on the number of followers on social media S W O T OPPORTUNITIES THREATS - There is the development of fast - There are more international fashion in Vietnam (Ha 2017) and domestic competitors with - the income of the same style and price Vietnamese enhances - Uniqlo, a famous international - The demands of online shopping brand also introduces a UV sun increases, e-commerce platforms protection jacket, similar to significantly popular currently Couple TX's unique item, to the Vietnam market 12 A, 2021 - Nguyen Minh Thy - RMIT university 12 D E M O G RAPH I C AGE: 18-28 years old (gen Y & Z) T A R G E T GENDER: both men and women INCOME: low-middle income OCCUPATION: students, young workers G E O G RAPH IC REGION: Vietnam CLIMATE: sunny days, hot weather PLACE: live in city SELF-IMAGE: dynamid and nomad LIFESTYLE: streetwear A U D I PSYC H O G RAPH I C E N C E ATTITUDE & OPINIONS: wearing what they like and comfort HOBBIES: hanging out with friends, playing skateboard, joinning outdoor activities, going to shopping malls U SAG E & BE NE FIT PRODUCT BENEFITS: easy to mix match, good warranty policy BRAND LOYALTY: own at least printed T-shirt of new collection PRICE SENSITIVITY: litte high price but high-quality fabric and long time use END-USE OF PRODUCT: 2- years or over 13 PRODUCT - BOO's products focus on modern, dynamic, and street style for the Vietnamese young generation This brand launched diversified clothes in a variety of colors (figure 22) From that, fashionable youngers can freely mix and match Boo's clothes with accessories to make new outfits showing their style and characteristics The key item of BOO is a printed T-shirt with creative, unique, and Vietnamese cultural images designed by the BOO design team BOO wants to bring Vietnamese traditional traits to friend countries and make young people proud of being Vietnamese citizens T-shirt Skirt & Dress Jacket Trousers Accessories Size XS, S, M ,L S, M , L XS, S, M ,L 26, 27, 28 Freesize Colour White,Black Pink,Blue Purple Orange White, Black Pink, Green Brown Purple White, Black Pink,Yellow Brown White, Black Pink, Beige White, Black Pink, Yellow Halogram Croptop Oversize Printed Tshirt Long skirt Miniskirt Dress A-line skirt Sweater Hoodie Crop hoodie Jeans Jogger Shorts Cargo pants Hat Key-chain Tote bag Landyard Mask Model Figure k: BOO's product mix - Vinh Khuat, fashion stylish of Harper's Bazaar Vietnam identified Vietnam fashion market is gradually transforming into globalization and rejuvenation, and young people have a crucial part in creating new trends (Dao 2019) Therefore, BOO always updated the latest fashion trend, collaborated with Adidas Neo, Mickey Mouse to design new collections - Due to Covid-19, there is a hot vogue in Vietnam, using face mask as not only a necessary protection thing but also an accessory for an outfit International celebrities wear mask-designed tone-sur-tone with their dress to fashion shows, or big events, which made face masks become a fashion icon Because of that, BOO produced its face mask with the BOO logo on it Figure 23: BOO's face mask M A R K E T I N G M I X P s Figure 22: BOO's Micky collection 14 - The price range of BOO is $20 - $43 for female clothes, which is at an affordable price with high quality for the lowermiddle-income groups which is the BOO's target audience - Vietnamese buyers are quite sensitive to 445,000 VND price changes in Southeast Asia (Nguyen $20 2020) Especially, consumers prefer the good price to the quality of products for the local fashion brands (QandMe 2017) - However, a BOO T-shirt costs about $20, which is higher than similar items of other brands, for example, Couple TX ($10), Figure 24: the price of BOO T-shirt Canifa ($11), and Blue Exchange ($7) - BOO applied Psychological pricing, a high price to improve the value of its clothes in customers' perception, build a high position in the Vietnam fashion market PRICE M A R K E T I N G M I X P s P LA C E Figure 25: the physical store of BOO - BOO refers to physical stores (Brick and Mortar Retail), its locations are mostly in the center of the city with a crowded population because BOO's target audience is to live in the city Currently, it opened 40 physical stores (22 shops in Ha Noi and stores in Ho Chi Minh city) - International fashion brands and famous local brands tend to open their stores in shopping malls because shopping malls attract customers and provide enough time to make the purchase decision (Rajagopai 2009) Therefore, most BOO's physical stores are put on shopping malls to reach potential buyers, particularly, when BOO wants to develop widely in the Ho Chi Minh market - Currently, there is a new consumer trend in Vietnam, online shopping on the biggest platforms such as Tiki, Shopee, and Lazada (QandMe 2019) Especially, owing to coronavirus, Vietnamese buyers increasingly purchase clothes on e-commerce sites because of more choices, cheaper prices, and convenience (Vietnam News) Therefore, BOO partnered with Tiki and Shopee mall to attain online customers 15 PROMOTION M A R K E T I N G M I X P s Figure 26: the BOO T-shirt with Marvel COLLABORATIONS - International partners: BOO collaborated with big brands, for instance, Marvel comics, Mickey, and Adidas Neo in order to present special collections of these partners own a great number of big fans in Vietnam, from that, BOO can expand target customers, not just only people who are into skateboard - Vietnamese influencers: BOO also collaborates with recent well-known influencers in Vietnam such as Quynh Anh Shyn, TLinh who has a huge number of followers on social channels Figure 27: Vietnamese infliencers who BOO collaborated with SPECIAL OFFER - BOO offered special discounts to excite previous purchasers and attract new ones There are two purposes in these promotion campaigns: to encourage customers to try on new items or clear the old collection 16 Figure 28: BOO offered special discounts PE O PLE - Employees play a crucial role in developing the company (Wolf 2012) => Therefore, BOO has looked after employees Figure 29: BOO's activities for its employees very well This brand holds team-building M A R K E T I N G activities, long trips, bonus gifts on holidays for employees PROCESS - BOO recognized that buyers can gain great satisfaction and a high impression when they receive products with appealing packaging Figure 30: BOO's packaging, paper bags - BOO said no with single-used plastic bags, so it's packaging mainly paper bags Also, the packaging sometimes changes, which depends on the new collection and limited quantity For that, some big fans of BOO can keep and collect different paper bags designed by BOO Figure 31: BOO's fabric tote bags 17 M I X P s Figure 32: the communication with BOO on Facebook messenger PHYS ICAL EVID E N CE - ONLINE PLATFORM: on the Facebook page, there is high interaction between BOO and Facebook users, BOO replied to most of the comments on status with the different content responses about the price, size of items, and thank you for their attention (BOO Facebook page 2021) - Furthermore, BOO utilized the automatic message to respond immediately, then, staff directly answers my questions and not forget thank you => This promotes a better shopping experience for both old and new buyers, and makes them feel satisfied during the time to consider the purchase - PHYSICAL STORE: + Place: BOO's shops are located in shopping malls to improve customer's shopping journey In Vietnam, malls include various services such as dining, shopping, and entertaining, therefore, Vietnamese people usually go to the shopping mall at the weekend + Layout decoration: BOO arranges clothes clearly and attractively, they usually recommend a set of outfits for customers Also, they just put different sizes of each design on clothes racks to try on + Music: the staff turns on vibrant, rap, and Vpop music to promote customer's feelings + Fitting rooms: there are 3-4 fitting rooms in each store + Lighting: white light Figure 33: BOO's store layout 18 M A R K E T I N G M I X P s PART 2: BRAND PERSONALITY BRAND IMAGE - BOO wants to increase brand awareness and promote the brand image to the high-end brand + The location: most BOO's stores are in shopping malls, next to international brands For example, BOO has a department near Uniqlo, JeansWest, and Adidas stores on the SC Vivo mall Moreover, if not BOO opens stores in malls, they also lend places on crowded streets at the center of the city + The price: the cost of BOO clothes is quite higher than other local brands and lower than international brands This makes people feel that they can purchase the good quality product of the well-known fashion brand at reasonable prices + The product: looking at the BOO's clothing, the design is mainly youthful, dynamic, and comfortable The primary product is the printed T-shirt designed by the BOO team, the brand's own character is the familiar images bearing Vietnamese culture (figure ) They also focus on product sustainability, longlasting use - Because this brand message is "WEAR YOUNG LIVE YOUNG", the core archetypes of BOO is the explorer with an exciting, fearless, and darling brand voice Therefore, the brand personality trait on consumer perception is excitement This is suitable for BOO's target audience, young urban people Figure 34: BOO's designs for T-shirts, including Vietnamese cutural images 19 BRAND IDENTITY - LOGO: + IN THE PAST: Figure 35: BOO's logo design in the past BOO was a small local brand in Vietnam, they want to put the most beautiful Vietnamese traits into the logo They illustrated the brand name in the Vietnamese language, this shows respect for the mother tongue and the pride to be Vietnamese The font is based on the popular font style of young Vietnamese at that time because they aimed at the group of youth + NOW: BOO wants to expand the market to become an international brand globally, not just the local brand Therefore, BOO simplified the brand name and changed the logo, however, they kept the first character "B" to maintain the brand identity The new logo helps customers remember the brand name in the first eye by simple and delicate design Figure 36: BOO's logo design now - THE END THANKS FOR READING 20 APPENDICES - PRIMARY RESEARCH: + Method: face-to-face interview + Sample size: two people + Interviewee: user woman, non-user woman Consumer (User) Consumer (Non-user) Name Vo Ngoc Thao Nguyen Nguyen Anh Thu Age 19 22 Place Urban Urban Job University student, waitress (part-time job) Teacher at high school Income per month $100 $250 Style Streetwear, sporty, dynamic Casualwear, traditional, natural Budget $50-$70 $30-$50 Shopping behaviour - Prefer shopping in-store - Window shopping - Prefer local brands - Buy limited eddition - Go shopping twice a week - Go to shopping malls at the weekend - Hang out with friends - Prefer Shopping online - Read the feedback of product - Choose the realiable price - Buy products on sale - Go shopping when needed - Go to coffe store at the weekend Hang out with friends Figure 37: the summary of face-to-face interview 21 REFERENCES Bota 2019, 'cau-chuyen-cua-nhung-chu-bo-sua-khang-dinh-thuong-hieu-thoitrang-viet-nam', Bota Think Simpe, blog post, 29 July, viewed 20 April 2021, Dao, QD 2019, 'meet the young people shaping the future of vietnamese fashion', i-D, August, viewed 29 April 2021, Dart, S 2020, 'Why Vietnam’s fashion market is booming and attracting brands like Louis Vuitton, Uniqlo and Zara', South China Morning Post, 26 February, viewed 29 April 2021, Davis, N 2020, 'Fast fashion speeding toward environmental disaster, report warns', the Guardian, April, viewed 29 April 2021, Degenhard, J 2021, 'Fashion consumer spending in Asia 2020, by country', Statista, viewed 22 April 2021, Deshmukh, A 2020, 'EU – Vietnam Free Trade Agreement: Vietnam’s Competitive Gains', Global Risk Insights, 29 May, viewed 27 April 2021, Hoang, H 2019, 'Recent sustainable trends in Vietnam’s fashion supply chain', Rmit Vietnam, 19 November, viewed 29 April 2021, 22 REFERENCES Hoang, H 2020, 'Vietnam’s fashion and textile industries must become sustainable to survive', Rmit Vietnam , 13 June, viewed 30 April 2021, Income and Expenditure 2020, Income and Expenditure: Vietnam, Euromonitor International, Passport Kemp, S 2020, DIGITAL 2020: VIETNAM, Hootsuite, Datareportal, Vietnam Le, B 2019, 'sole-ex-2018-bo-sua-by-boo-tu-viet-local-brand-dau-tiencho-den-doi-tac-quoc-te-cua-marvel', #HNBMG, blog post, viewed 29 April 2021, Le, MT 2020, 'streetwear-viet-nam-va-su-cach-li-von-co', Dai Hoc Hoa Sen, 27 April, viewed 29 April 2021, Linh 2021, 'van-hoa-skateboarding-va-anh-huong-den-streetwear', Dosiin, 13 April, viewed 28 May 2021, Nguyen, D 2019, 'Australian fashion brand Cotton On comes to Vietnam', VNExpress, 20 November, viewed 23 April 2021, Nguyen, D 2020, 'Vietnam among most price sensitive ASEAN markets', VNExpress, 25 July, viewed 28 April 2021, 23 REFERENCES Nguyen, T 2020, 'Sustainability - Key factors for Vietnam’s fashion and textile manufacturing industries', Vietnam Times, 27 June, viewed 26 April 2021, QandMe 2017, Vietnamese fashion interested, Vietnam market research, viewed 27 April 2021, QandMe QandMe 2020, Corona virus impact on Vietnamese behavior, Vietnam m arket research, viewed 27 April 2021, QandMe QandMe 2020, Vietnam consumer trends 2020, Vietnam market research , viewed 27 April 2021, QandMe Rajagopal 2009, 'Growing shopping malls and behaviour of urban shoppers Rajagopal ', Journal of Retail & Leisure Property, May, vol 8, pp 99-118, viewed 28 April 2021, SimilarWeb 2021, total visits to BOO.vn, marketing analysis, WebsiteWeb, viewed 27 April 2021, Similar Web database Snell, G 2020, ' Already Ubiquitous, Face Masks Become the Symbol of Vietnam's 'New Normal'', Saigoneer, 17 May, viewed 29 April 2021, To, L 2020, '10-nam-sinh-nhat-bo-sua-by-boo-hoc-cach-thuong-hieu-vietvuon-len-tu-giong-bao', Marketing AI, blog post, 11 August, viewed 20 April 2021, 24 REFERENCES Thu, H 2017, 'The fast development of fast fashion in Vietnam', Vietnam Economic News, 18 October, viewed 27 April 2021, Viet Nam News 2015, 'Do you prefer shopping online or in shops?', Viet Nam News, December, viewed 29 April 2021, Viet Nam News 2021, 'How the Vietnamese fashion and textile industries can bounce back', April, viewed 18 April 2021, Viet Nam News database Wolf, J 2012, 'Improving the Sustainable Development of Firms: The Role of Employees', Business Strategy and the Environment, March, vol 22, no 2, pp 92-108, viewed 28 April 2021, Wiley Online Library database BOO 2021, ‘cover photo’, image, Facebook, viewed 27 April 2021, BOO n.d, ‘LIVE YOUNG WEAR YOUNG’, image, BOO, viewed 27 April 2021, BOO n.d, ‘Diem den xanh’, image, BOO Vironment, viewed 27 April 2021, BOO n.d, ‘Diem den xanh’, image, BOO Vironment, viewed 27 April 2021, 25 ... database BOO 2021, ‘cover photo’, image, Facebook, viewed 27 April 2021, BOO n.d, ‘LIVE YOUNG WEAR YOUNG’, image, BOO, ... Because of that, BOO produced its face mask with the BOO logo on it Figure 23: BOO'' s face mask M A R K E T I N G M I X P s Figure 22: BOO'' s Micky collection 14 - The price range of BOO is $20 - $43... that, some big fans of BOO can keep and collect different paper bags designed by BOO Figure 31: BOO'' s fabric tote bags 17 M I X P s Figure 32: the communication with BOO on Facebook messenger PHYS