Abstract
With strong growth of Internet users in Vietnam, Internet has become an essential tool in Marketing activities of companies in Vietnam, particularly in fashion retail sector. Due to imperativeness of this issue, the research investigates appropriate E-marketing strategy for fashion retail companies in current time through analyzing and evaluating data of macro-environment, fashion retail market, Vietnamese consumers’ fashion shopping behavior and E-marketing activities of some particular fashion retail firms. Data is collected from reliable secondary sources and primary sources such as: questionnaires by 278 Vietnamese consumers and semi-structured interview with 15 marketers of fashion retail firms.
The research points out that in their E-marketing strategy, fashion retail firms in Vietnam should target at the youth segment who are from15 to 30 ages, middle class over, students and office-workers, living in urban, usually use Internet] and position themselves outstandingly in consumer minds regarding main bases: fashion items of the same high-quality as companies stated and committed online, ability to view vital images and videos of fashion collection, ability to try on online fashion items with virtual models, and high-security of online payment for consumers. Besides, companies are suggested to combine both offline and online positioning for the same Brand because consumers’ perceived benefits to online and offline shopping are different.
It is recommended that fashion retail companies should construct their fully interactive web-sites to support the whole buying process and implement E-marketing tactics with 7 elements: Products, Price, Place, Promotion, People, Process, Physical evidence.
In range of this research, the author just suggest the general E-Marketing for all fashion retail companies in Vietnam, not for particular company. This E-marketing strategy is evaluated to be most applicable and feasible in the current circumstance for almost companies to grasp opportunities, overcome weakness and avoid threats.