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...