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Apparel retailers urged to focus on digital marketing
Dec '11
As consumers prefer more hi-tech products, Vietnamese apparel retailers will be presented with new opportunities in the mobile, internet and social networking space, said an association official.

Dinh Thi My Loan, General Secretary and Vice-Chairwoman of the Vietnam Retailer Association while speaking at the 'Vietnam Forum-Consumer in Focus' said that the apparel retailers who are reluctant to use new communication techniques like internet or social network for marketing would not be able to sustain in the current global digital marketing and promotion war.

The seminar organised by Nielsen, reviewed the changes in consumers purchasing preferences and its impact on retailers strategies and consumption.

As per the analysis carried out by the FTA Market Research and Consultant Co, consumers veer towards fashion, household appliances, textiles and garments, as these sectors widely use digital promotion and marketing.

According to Ms Loan, in this era of technology, science and e-commerce development, online and tele shopping are likely to gain higher popularity amongst customers.

She informed that as per a survey undertaken in May this year, the country presently has around 640 supermarkets and 100 shopping centres. Conventional retailers would have to change dynamically to vie with high-tech retail channels.

Market space specifically needs to be increased and the traders too need to inherit enhanced marketing skills.

Consumers will be more inclined towards reasonably priced green and safe products and promotional activities. Thus, apparel retailers need to offer green and/or safe products, to retain their competitive edge, particularly when people are getting conscious regarding safety and hygiene, she added.

She stated that the retailers should also carry out market research to learn about consumer inclinations, which could help them devise appropriate strategies to serve different consumer demands. Further, they also need to develop their network and offer better services to revamp the domestic apparel industry.

In the wake of economic crisis prevalent at present, the retailers should act more cautiously while devising strategies for capitalizing on cost savings and devise appropriate plans for procurement, storage and marketing of their products.

Fibre2fashion News Desk - India

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