Consumer Behavior

Influences on Vietnamese Consumers’ Preference for US Clothing Brands

  • Jaeha Lee (North Dakota State University)
  • Minhthu Jill Nguyen (North Dakota State University)


Vietnam is one of the most attractive markets in the world with their fast-growing middle class and increasing purchasing power. It is predicted that the middle class will be tripled in Vietnam between 2012 and 2020 (“Vietnamese Consumers”, 2013). Vietnamese consumers are buying more sophisticated products. For example, urban Vietnamese women aged between 20 and 45 spend 18% of their monthly income on apparel (Breu, Salsberg and Tú, 2010). The majority of emerging market consumer studies investigate the two of the world’s largest emerging markets, China and India.

Keywords: US clothing brand, Cultural difference, Vietnamese consumer, Emerging market

How to Cite:

Lee, J. & Nguyen, M. J., (2014) “Influences on Vietnamese Consumers’ Preference for US Clothing Brands”, International Textile and Apparel Association Annual Conference Proceedings 71(1).

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Published on
01 Jan 2014
Peer Reviewed