FPT UNIVERSITY
SUMMER 2025
INDIVIDUAL ASSIGNMENT
Subject Code : MKT209m
Subject : Content Marketing
Lecturer : Mrs. Duong Thi Thanh Hang
Name : Nguyen Hai Nam
Student Code : DS180439
Company : Zune.zx
I. Introduction
Zune.zx is a Japanese Unisex fashion brand. Possessing impressive fashion designs
with a special cherry blossom trend, famous characters in Japanese comics are also
covered and renewed with fashion.
II. Body
1. Analysis Market ( Global -> VN -> City )
● Global Market < Global Fashion Trends >
- Rise of unisex/genderless fashion: Worldwide, especially in developed countries,
gender-neutral fashion is growing in popularity as people become more aware of
gender diversity and personal expression.
- Emerging local brands expanding abroad: Local brands from Japan, Korea, and
China are expanding globally thanks to their cultural appeal and unique
designs.
- Growth of e-commerce: Global consumers are shifting to online shopping
through platforms like Instagram, TikTok Shop, Shopee Global, and Amazon.
- Sustainability and ethical production: Global consumers increasingly car.
● Vietnam’s Fashion Industry Overview
- Local fashion brand boom: Vietnamese youth are embracing local brands
over international ones thanks to reasonable prices and unique, expressive
designs
- Large young consumer base: Gen Z and Millennials dominate the population
and frequently spend on fashion, especially bold, unisex, or streetwear styles.
- Strong local competition: Brands like Degrey, Tired City, Bad Habits, and
Hades Studio are leading examples in Vietnam’s local fashion scene.
- Main distribution channels: Facebook, Instagram, TikTok, Shopee, Lazada,
and offline stores in major cities about product origin, sustainability, and
ethical manufacturing practices.
● City-Level Market: Hanoi – Ho Chi Minh City – Da Nang
- Hanoi:
+ Densely populated with many universities and colleges.
+ High demand for local brands with strong competition. Youth here appreciate
unique designs and artistic fashion.
+ ZUNE.ZX store in Hanoi fits well with the cultural and stylistic preferences.
● Ho Chi Minh City (HCMC)
+ The most dynamic fashion hub in Vietnam.
+ Gen Z consumers are highly active and influenced by TikTok, KOLs, and
fashion trends. High competition but also the largest consumer base.
● Da Nang
+ Smaller market but rapidly growing. Hometown of ZUNE.ZX's parent
company — brand has local roots.
+ Less competition but lower purchasing power than HCMC or Hanoi.
2. Customer Insight ( Segmentation - Targeting - Positioning )
2.1. Segmentation:
- Geographic segment: Currently, Zune.zx has five more locations, all of which are
in major Vietnamese cities with large input (2 in Hanoi, 2 in Saigon, and 1 in
Danang).
- Demographic segmentation: Zune.Zx focuses on young adults, male or female,
between the ages of 18 and 35. People with medium-to-high incomes are reached by
trade.
- Psychographic Segmentation: Zunex.zx is aware that its clientele consists of
young individuals who appreciate individuality, personality, and solutions, as well as
those who appreciate Japanese design.
- Behavioral segmentation: Young people are particularly devoted to Zune.zx
because it is now the brand they trust the best for Japanese-inspired apparel when
compared to other businesses.
2.2. Target Market
● Type of customer: Zune.Zx targets young adults, both male and female, between
the ages of 18 and 35. People with moderate to high incomes are the brand's target
market. Furthermore, Zune.Zx selects clients who are interested in fashion, enjoy
expressing their individuality, appreciate unique fashion trends, and are prepared to
spend money on fashion items.
● Interests and needs: Zune.zx is a unisex fashion brand with a strong Japanese flair.
Wearing a distinct, youthful, and individual fashion style, Zune.zx is aimed at
young, dynamic people who always want to express their own personality.
2.3. Positioning
Zune.Zx has established a strong presence in the Vietnamese fashion industry thanks
to its distinctive designs, excellent products, affordable costs, and vibrant online
community. Zune.zx has made a concerted effort to convince buyers that it is a high-
quality Vietnamese product through its marketing efforts. The characteristic that sets
Zune.zx items apart is their high quality.
3. 4Ps
Products Price Place Promotion
Main product lines: Pricing strategy: Sales channels: Marketing campaigns:
- T-shirts,hoodies, - Positioned in the - Online: Official - Bold visuals, street-
jackets, cargo pants, mid to high range website zunezx.com, style photography, clear
skirts, backpacks, and for local streetwear Shopee Mall, TikTok artistic concepts.
accessories. brands Shop, Facebook, and
- Designed in a (approximately Instagram. - Young, edgy models
Japanese-inspired 300,000 – 3,000,000 that match the brand’s
unisex streetwear style, VND per item). - Offline: Physical identity.
often themed around - Price reflects stores in major cities
culture, symbolism, or design effort, like Hanoi, Ho Chi - Mini games, giveaways,
artistic rebellion. quality, and brand Minh City, and Da and creative campaigns
image. Nang. on social media.
Quality & experience:.
Promotional Distribution Main promotional
- Premium packaging pricing: strategy: channels:
with artistic - Flash sales,
presentation. - Optimized online - Instagram, Facebook,
exclusive deals on TikTok with artistic
- Some collections are Shopee/TikTok. shopping experience
limited edition or with a user-friendly visuals and short
- Discounts during runway/lifestyle videos
released seasonally brand anniversaries website and
or holidays. professional
lookbooks. - Collaborations with
- Combo offers and fashion-forward KOLs
incentives for - Strong use of social and influence - User-
multiple purchases. media to drive traffic. generated content (UGC)
is encouraged via
hashtags and photo
challenges.
4. Competitors Analysis ( Indirect -> Directs ) => SWOT
● Indirect Competiors: UNIQLO
- Introduce: Japanese global brand known for minimalist, high-quality basics. Not
streetwear, but competes on quality and price.
- 4Ps of UNIQLO:
+ Product: Basic tees, pants, jackets using innovative fabrics (e.g.,
HEATTECH, AIRism). Neutral design, high practicality.
+ Price: Affordable (200k–800k VND); consistent pricing. Emphasis on value-
for-money and durability.
+ Place: Wide distribution via physical stores (Vincom, Aeon) + online
channels (website, Lazada, app).
+ Promotion: Mass-market campaigns, tech-focused messaging, global
ambassadors, and seasonal collections.
- Distributions Channel:
+ Physical Stores: Flagship & retail outlets in major shopping malls (e.g.,
Vincom, Aeon Mall).
+ E-commerce: Official website, mobile app, platforms like Lazada, Tiki.
+ Omnichannel: In-store pickup, returns/exchanges, online stock availability.
● Direct Competitors: HADES
- Introduce: Vietnamese streetwear brand known for bold graphics, drop culture, and
artistic unisex collections.
- 4Ps of HADES:
+ Product: Limited edition tees, jackets, pants with strong visuals, edgy cuts,
and themed collections
+ Price: Mid-to-high (400k–1.500k VND); priced based on uniqueness, design,
and brand hype.
+ Place: Sold via its own website, Shopee Mall, TikTok Shop, and offline
stores in HCMC/Hanoi.
+ Promotion: Heavy use of KOLs, stylized photos/videos, Gen Z-focused
storytelling, collabs with artists/influencers.
- Distributions Channel
+ Online Store: Official website (hades.vn)
+ E-commerce: Shopee Mall, TikTok Shop.
+ Offline Stores: Branded physical stores in Ho Chi Minh City and Hanoi.
+ Social Commerce: Sales through Instagram DMs, Facebook inbox.
● SWOT Analysis
- Strengths
+ High-quality KOL team.
+ Strong communication channels.
+ Product quality is absolutely guaranteed.
- Weaknesses
+ Some important owned media platforms are not fully optimized or
utilized.
+ No major campaigns have created a significant impact yet
+ Prices are relatively higher than other local brands.
- Opportunities
+ Young people are becoming more open to expressing personal fashion
styles.
+ Online shopping is growing rapidly and widely adopted
+ New and small brands can still compete if they adopt effective
marketing strategies.
- Threats
+ Many competitors, and consumers still perceive foreign brands as
superior to Vietnamese ones.
+ Constant need to keep up with fast-changing fashion trends.
+ Sudden algorithm changes on social media platforms.
5. Problem & Solution ( Timeline MKT for 1 years )
Problem Key Solutions Quarter Goal/Outcome
- Weak owned - Redesign website & optimize Q1 ( Jan- Mar ) - Strengthen brand image
media Instagram, TikTok branding - Grow social following
- No strong - Launch UGC Campaign #1: “Your by 20%
storytelling Style – Your ZUNE” ( Hashtag - Build early community
#OOTD )
- Weekly outfit Reels / TikTok
trend videos
- Lack of - Collaborate with 1 micro-KOL per Q2 ( Apr - Jun ) - Reach 200 monthly
campaigns month orders on TikTok Shop
- Perceived high - Run 2–3 TikTok Shop - Enhance brand story &
price livestreams/month price justification
- Create BTS videos on quality &
process
- Weak offline - Host pop-up booth / collab events Q3 ( Jul - Sep ) - Connect offline with
touchpoint (Da Nang, HCMC...) customers
- Low retention - Launch Loyalty Program 1.0 - Encourage repeat
- Monthly IG Giveaways purchases
- Increase engagement &
retention
- No campaign - Launch UGC Campaign #2: “Your Q4 ( Oct - Dec ) - End strong with brand
closure Outfit, Your Statement” awareness
- Over-reliance - Run year-end recap with customer - Collect customer
on organic reviews feedback
- Launch TikTok Ads test (small - Test paid acquisition
budget) effectiveness
III. Conclusion
ZUNE.ZX is a rising Vietnamese local fashion brand that focuses on unisex and minimalist
streetwear, inspired by Japanese culture. It has built a strong presence among Gen Z
through quality products, a solid network of KOLs, and a strong online presence. However,
as the local brand market becomes more saturated and consumer trends shift quickly,
ZUNE.ZX faces challenges in maintaining influence, optimizing its owned media, and
competing on price. To grow sustainably, the brand needs to enhance its digital strategy,
strengthen its storytelling, and highlight its unique identity to stand out in both local and
regional markets
