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  1. 1. Western fast fashion brands in the eyes of Vietnamese millennials

    Magister-uppsats, Högskolan i Jönköping/IHH, Företagsekonomi

    Författare :To Linh Nhan; Minh Tinh Le; [2019]
    Nyckelord :Western brands; fast fashion; country of origin; attitudes; symbolic values; Vietnam;

    Sammanfattning : 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