Parkson Vietnam - The Style Authority

Parkson is a successful department store chain with branches in Malaysia and China. When it entered Ho Chi Minh City in 2005 however, the retail market was extremely undeveloped.

Parkson Vietnam – The Style Authority

Campaign Summary

Parkson is a successful department store chain with branches in Malaysia and China. When they entered Ho Chi Minh City in 2005 however, the retail market was extremely undeveloped. The very idea of a department store was still embryonic in Vietnam. Were Vietnamese consumers ready to buy premium end brands and products? Factory overruns and fake goods were widely available for a fraction of the price and there was no stigma to buying or using them. Could Parkson get Vietnamese, so accustomed to low price points for goods, to pay department store...

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