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1. Western fast fashion brands in the eyes of Vietnamese millennials
Magister-uppsats, Högskolan i Jönköping/IHH, FöretagsekonomiSammanfattning : Background Along with an impressive increase of individual incomes and expansion of middle class populations (Lee & Nguyen, 2017), Vietnam is an attractive market where the fashion category receives the high interest among young consumers. Noticeably, while Western fast fashion is considered as a cheap product in most developed countries, it is kind of an expensive item in the Vietnam context. LÄS MER
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