Solutions to make black label brand personality strong

Abstract

Haley-Davidson selected Vietnam market to launch the world’s first Black Label store because Vietnam is an alluring market for international fashion brands with its young population, an expanding middle class, and an emerging market. However, recent five years, Vietnam fashion retail competes fiercely to gain market shares and loyal customers. Those brands which can survive and success in Vietnam market is brands understand customer’s needs and wants including styling, quality of products, price, and accessibility. After one year opening, Black Label store failed because it could not approach its right target customers and less advantage competitive among other competitors in comparison with customer loyalty, product characteristics, price, positioning market. Nowadays, consumers have multiple choices in many global fashion brands which meet their customers’ needs and wants. Consequently, if Black Label brand don’t have strong its characteristics to attract customers, it will disappear from Vietnam market in one day.