Viettien, Zara and Uniqlo : Vietnamese millennials are talking about fashion

Viettien, Zara and Uniqlo : Vietnamese millennials are talking about fashion
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Examining the most positively talked about brands amongst 18 to 34 year olds

Samsung is the most positively talked about brand amongst Vietnamese millennials, new data from YouGov BrandIndex reveals.

The South Korean conglomerate tops the latest YouGov rankings, which considers the brand 18 to 34 year olds have discussed with friends in favourable terms.

Though Samsung leads with a score of 82.9, fashion retailers dominate the top ten. Local clothing brand Viettien (68.4) ranks third place, with Zara (64.2) in seventh and Uniqlo (62.6) in ninth. Local airlines also rank well, with Vietnam Airlines (75.8) in second place, and Jetstar (63.8) in eighth. Financial institutions Agribank (65.3) and Vietcombank (61.5) come in at sixth and tenth place, and the list is completed by instant noodle brand Hao Hao (67.6) at fourth.

Ervin Ha, YouGov’s Head of Data Products commented: “While Samsung might be the most positively discussed brand among Vietnamese millennials, national brands make up the majority of the list – whether they are airlines, fashion retailers, convenience food or financial institutions. With a growing middle class with deeper pockets, local brands are holding their own among millennials.”

The rankings also show which brands have experienced the greatest uplift in the positive word of mouth over the past 12 months. Lactacyd tops the improvers list with its score increasing by +8.1. It appears ahead of Gillette (+), Giordano (+7.3) and Pull & Bear (+7.1).

YouGov’s rankings are based upon YouGov BrandIndex’s Word of Mouth metric, which measures whether a respondent has discussed a brand with friends or family (whether in-person, online, or through social media) in the past two weeks. They are then filtered by positive Buzz - to sift out those who talk well of a brand from those who don’t – and age, so that only 18-34 year-olds’ views are measured.