Fashion is one of those areas that is constantly innovating and is always constantly

updated by people, so we must know the year of catching the opportunity to grow to
promote the brand. In particular, the brand "CANIFA" is one of the fashion brands
established in early 2002, at a time when Vietnamese fashion brands are expanding the
market. Gradually, Canifa has affirmed its position in the segment of fashion customers
this brand pursues.
Canifa is a fashion brand that is very successful in becoming the brand of every home as
products from this unit expand in many different categories. With the message "Fasion of
all", Canifa has met the fashion elements just enough in the products introduced to the
market. In addition, along with the trend, quality is still the most appreciated factor in the
products from this brand. Canifa is a stopover for those looking for fashion, generosity
and youthfulness.

OVERVIEW OF THE CANIFA BRAND

Hoang Duong Trading and Service Joint Stock Company established in 1997 has been
active in the field of production of fashion goods exported with products mainly made
from wool and fiber. In 2002, fashion brand Canifa was born to exploit the growing
demand of the domestic market with wool and fiber products with rich and high quality
designs. In 2007, Canifa began perfecting the fashion for all chain by officially entering
the market for children (2-12 years old) with the brand "Canifa – Kids". This brand has
gradually won the hearts of Vietnamese consumers. With the current size of Canifa is
relatively large with chain stores across the country. With growth from 0% has increased
to 90% of the company's total product. It is a remarkable development of this brand over
the years that has gradually affirmed its position in the Vietnamese fashion market.
But in this modernized society, the fashion industry is an area that "never stands still"
with new trends that must always be updated every day. Grasping this key, there have
also been many new fashion brands expanding and the competition between brands in
this market is extremely harsh. To ensure and maintain its position, Canifa not only
cultivates product lines but also doubles and improves in terms of communication. Canifa
needs a new, more diverse, richer promotion strategy to integrate with the current era of
modernization (technology 4.0). Therefore, grasping the trend with the development of
technology platforms, Canifa has researched and learned with a new marketing strategy
that is the potential to promote the brand through the TikTok platform of genZ
generation.

PART I – EXTERNAL ANALYSIS

1. Political Forces.
According to Decision No. 36 dated March 14, 2009 on approving the Strategy for the
development of Vietnam's textile and garment industry to 2017 and orientation to 2022,
Vietnam aims to develop the textile and garment industry to become one of the key
industries in terms of exports, meeting the increasing demand for domestic consumption
to create more jobs for the community, improve competitiveness, firmly integrate the
regional and world economies. Therefore, Vietnam's garment industry in the coming time
will be the top development priority.
Besides, textiles is inherently a sensitive area in trade relations between countries.
Vietnam's garments with the advantage of low price, reasonable with the market share of
consumers are also competitive factors compared to exports of other countries. However,
this is also a limited side due to the ease of being investigated by importing countries and
applying anti-dumping duties.
2. Economic Forces.
Much of the value of Vietnam's garment and fashion industry is geared towards stability
and development in the factors of exchange rate, inflation, so the stability or recession of
the Vietnamese economy has a great impact on the export turnover of the industry.
Currently, the US is the largest garment export market of Vietnam. Therefore, when the
world's largest economy encounters difficulties or recessions, it will cause U.S. importers
to look to cheaper sources of imports. This will likely make Vietnam's fashion exports
affect.
On the other hand, this recession caused the dollar to depreciate against the currencies of
khsc countries. The fall in the value of the dollar has affected export revenues, the main
source of income for garment enterprises. Meanwhile, the input of the garment industry
today is still largely imported and affected by price fluctuations in the market. The
increase in the price of inputs will cause the cost of the fashion business to increase. This
also affects the profitability and business operations of businesses.
In addition, the inflationary factor also affects the performance of the garment fashion
industry today. Rising inflation will cause domestic consumer goods prices to rise. To
ensure the lives of workers, garment companies will also have to raise wages to be able to
ensure the number of employees to follow. This action will contribute to increasing the
cost of the business and inevitably causing the price of the product to increase. However,
when the price of products increases, the brand encounters obstacles to export activities.
The reason is that the competition between garment exporting countries is very fierce. If
the price of Vietnamese garments increases, the importing partners will immediately turn
to other countries with lower product prices, leading to a decrease in garment export
turnover.
3. Social Forces.
The more the economy develops, the higher the social life and income of the people, the
more people pay more attention to products for consumption, including clothing and
fashion. In addition, the trends and aesthetic tastes of Vietnamese consumers today for
garment products also have a double variation and constant update.
Vietnam has more than 90 million people, increasing each year to about 1 million people,
along with the highest population density in large cities and central cities; the population
structure; the number of people of working age is large, etc. All of these factors make
Vietnam a market with abundant labor resources, cheap labor and also a market for
promising and potential consumption of goods for consumer goods in general and
garments in particular. Aware of this, Canifa brand has paid special attention, full of
favor to the domestic market with an expanded distribution system in the central cities.
 In today's society, there is still a clear reflection of the division between the
working classes. Social classes are relatively homogeneous and sustainable
divisions that express their respective values, concerns, and consumer behaviors
according to each object.
 The influencers: people of high social status, they own and meet distinct standards
of their style. Therefore their consumption decisions will be noticed and updated
by other groups of audiences follow.
 High-income, well-off people tend to dress in a polite, expensive, luxurious style,
choosing big brands that make a difference.
 Middle-income people often buy popular products (to keep up with the trend).
They are the market for popular fashion clothing items because their criteria to the
top is convenience and reasonable price.
4. Technological Forces.
The rapid pace of technology change now facilitates production, increasing efficiency
and productivity. Canifa focuses on investing in long-term machinery and technology for
active production. In addition, the focus on market research to catch up with and develop
new fashion trends in the national market and adjust in accordance with the tastes of the
dress style of Vietnamese customers, along with the process of technological change in
production is increasingly strict.
At the same time, the process of linking yarn - textile - garment to increase added value,
flexibility in the business model. Strengthening production capacity, constantly updating
new and modern models, intensive investment, automation to reduce labor and
investment towards green, clean and beautiful production. Enterprises have now
developed long-term financial strategies for the new cycle of investment and technology
to create a vietnamese textile and garment industry that automates itself in the era of
technology 4.0. Research and development of the fashion industry is carried out mainly
in countries and territories with developed fashion industries such as the US, France,
Italy, etc. Therefore, only a small number of Vietnamese garment enterprises can
perform these stages, but most of them only stop at serving the domestic market.
Vietnam's garment industry is currently largely outsourced to foreign countries or only
produced simple products, while highly technically demanding items that bring great
added value are not met. Therefore, when properly invested in technology, the
Vietnamese fashion industry can promote more potential in terms of labor and product
quality.
5. Environment Forces.
The fashion industry is one of the industries that has a significant environmental impact
due to the production and distribution of crops, fibers and clothing used that have caused
environmental pollution to be affected. Therefore, the fashion and garment industries
need to have a reasonable strategy and direction of production of products from supply
and demand with environmentally friendly raw materials.
Environmental pollution, waste of natural resources, lack of energy along with an
increase in the demand for natural resources are some of the issues that not only the
textile industry but also other development sectors are negatively affected accordingly.
This was followed by a change in the import cost of garment raw materials distributed
and supplied to textile and garment manufacturing enterprises.
6. Legal Forces.
The fashion industry in Vietnam in particular and across the country in general still exists
a problem is the assurance of design copyright templates. In fact, there are many
reputable and large-scale fashion brands that are at risk of copyright infringement.
Therefore, the law needs to have clear protection mechanisms for copyright protection for
the design is extremely necessary. At this time, when a violation appears, there will be
different sanctions:
Our country has a relatively adequate system of consumer protection laws such as
sanctioning administrative violations in trade activities, producing and trading counterfeit
goods, protecting consumer rights. Managers of each business such as the garment
fashion industry now want to develop the market, must be sensitive to the geographical
situation of each region, forecast and grasp the political developments on the national and
regional micro-phase to develop appropriate and timely strategies.
7. Power of Suppliers.
The store will focus on products that are different from other women's fashion stores on
the market. In order to operate a fashion business, the owner must know the clues of
supplying goods, regular materials along with affordable prices to match the production
source and cost of the business, ... thanks to the process of researching and researching
the market of previous sellers.
Business owners need to contact suppliers to find suitable sources of raw materials and
materials, especially to ensure the quality of production products. Besides, they must
cultivate and have a good aesthetic, sensitive to new fashion trends to timely grasp the
models that are favored in the domestic and foreign markets. Thereby, when we import
goods, we will meet the most beautiful, quality products, suitable to the needs of the
customer market share..
Canifa company has cooperated with many prestigious enterprises to meet many good
resources, materials, equipment, labor, capital, etc.
 Vinh Hung Manufacturing Trading Co., Ltd. fournit des fils de couture et de
mesure.
 DInh Son Manufacturing Trading Co., Ltd. fournit divers types d’accessoires de
vêtements.
8. Power of Consumers.
Along with the development of society, people increasingly want to be more satisfied
from food and drink to beauty needs. Therefore, clothing fashion stores expanded to meet
the needs of the people. Fashion expresses the characteristics of each customer wearing
that costume, from which they will choose for themselves the clothes that suit the style,
shape and reasonable with the income from which makes the demand of the market
higher. Therefore, fashion businesses must regularly change designs, import new goods
regularly.
As a human necessity is wear, the demand of the commodity market is often very high
and constantly changing. Therefore, in order to meet the needs of khsch goods, as well as
increase the profitability for the store, the business owner must always learn the tastes of
the market to import the right products.
9. Potential of New Competitors.
Currently in Vietnam, there are many famous brands such as Viet Tien, Thang Long, ...
and foreign brands as diverse as ZARA, H&M, ... but the most suitable is the segment of
customers who are conditional and comfortable in the price when shopping. As for canifa
fashion brand with more than 10 years of business in the industry, there has been the
opportunity to grasp and develop its brand with the typical product line brand canifa
brand. This brand is still chosen by many consumers because of its good material,
durable, difficult to scratch, airy and pleasant.
Objectively, international fashion brands have also expanded and gained a much larger
number of customers due to the demand for jobs and improved income levels of people
that have made the fashion market much more vibrant. Although Canifa has made a mark
with the sponsorship of tv shows such as Doremi, Project Runway, Vietnam Next Top
Model, but when international companies land, people will mention Canifa.
Canifa's positioning is fashionable for all but all here is for those who focus on quality,
origin and have a view: the price is worth the money. Therefore, when comparing Canifa
with other brands, duuowfng like Canifa has received a lot of support from the
Vietnamese market and there is no shortage of loyal customers, so the number of growth
in the business will continue to increase in the future. Canifa operates in the country so
they understand the market share of Vietnamese customers.
10. Potential of Substitude.
Competitive pressures arising from alternative products are gradually increasing as the
relative price of substitutes decreases and because consumer conversion costs fall. The
competitiveness of alternative products is best measured by the intrusion into the market
share of such products, as well as the plans of fashion businesses for the increase in
human resources and the expansion of the apparel market.
11. Direct Competitors.
Currently, the fashion industry in Vietnam is developing in a very diversified way,
alongside the expansion of many new brands, new trends leading to competitive factors
between companies. Especially a sustainable brand, which was created 10 years ago,
Canifa must focus on market research from other competitors. Many emerging social
media influencers have developed their own fashion brands and, thanks to their media
influence, have very well and expanded their business strategies with today's customer
segment.

THE EFE MATRIX

OPPORTUNITIES Weight Rating Weighted score
1. Work with influencers to promote content to 0.06 4 0.24
users.

2. Promote products through the application of 0.07 3 0.21

young people.

3. Search for potential customers. 0.05 3 0.15

4. Increase the number of people who follow the 0.02 2 0.04

brand's homepage.

5. Native advertising. 0.03 3 0.09

6. Promote brand cohesion through the 0.08 4 0.32

sponsorship of programs of public interest.

7. Will be able to expand its platform globally. 0.03 3 0.9

8. The brand's expansion in diverse 0.07 4 0.28

geographical location aims to reach a wide
range of customers.

9. Promotion and marketing. 0.04 2 0.08

10. Exploiting and targeting international 0.05 4 0.2

customer potential.

THREATS Weight Rating Weighted score

1. Changes in market conditions. 0.03 1 0.03

2. The explosion of other brands on the TikTok 0.07 2 0.14

platform.
3. Consumer demand for shopping has changed. 0.07 2 0.14

4. It's hard to reach potential customers. 0.03 1 0.03

5. The content creation team is rich because of 0.09 3 0.27

the short promotional video format.

6. Intensity of competition in the industry. 0.05 2 0.1

7. The cost of investing in technology 0.02 1 0.02

equipment.

8. Threat of substitute product. 0.04 2 0.08

9. The diversity and innovation of fashion 0.03 1 0.03
trends will hinder the pursuit of customer tastes.

10. Inventory with products that are not sold in 0.05 2 0.1
time.

TOTAL 1 2.72

PART II – INTERNAL ANALYSIS

1. Marketing development.
Besides traditional methods, many brands decided to invest budgets and novel ideas to
"conquer" TikTok – a short video platform that attracts tens of millions of users in
Vietnam.
Canifa's marketing strategy plays an important role in building the image of this brand in
the consumer market share, while increasing the competitive power of the brand
compared to a series of other big-name brands. From a brand associated with wool
products, Canifa is succeeding in its strategy to become a fashion line for many
customers with more than 7,000 products sold every day.
However, there have been many fashion brands that have sprung up and developed very
quickly, so maintaining and maintaining the trust and position of this brand is one of the
important factors that businesses need to plan. Therefore, Canifa needs to clearly identify
the following marketing factors to consolidate and maintain this brand market share.
 Canifa's positioning strategy is to possess an attribute. Although Canifa has
launched many rich product lines such as jean, khaki, elastic, denim, etc., the line
of wool and fiber products can be considered as the item that made this brand.
Because the name Canifa has long entered the minds of users as a young, dynamic
brand. Besides dso, Canifa has created a certain foothold in domestic and foreign
markets such as Germany, USA, Poland, etc.
 Price strategy: Although this brand has a reputation in Vietnam, Canifa's products
are suitable for all consumers. Especially, on the holidays, Canifa will have a
program to apply discounts to products to attract customers. With such a special
promotion process, Canifa will be the place to introduce the product most widely
to consumers.
 Distribution strategy across 2 channels: Distribution through agents and through
online channels.
2. Finance function.
According to statistics, domestic product (GDP) in the first quarter of 2022 is estimated
to increase by 5.31% compared to the same period last year. The high growth led to an
increase in the price of per capita income as well. Accordingly, in 2021 increased by
3.24%, successfully controlling inflation. The annual growth rate of Vietnamese fashion
in the period of 2017 - 2022 is 22.5%.
As for the quota structure: after the business pays the essential living expenses, part of
consumer tastes will be for tourism (38%), shopping for new clothes (36%), new
technology products (31%), home repairs (30%) and other entertainment services (29%).
The trend of globalization promoted to expand the market favorably for the fashion
industry due to the gradual improvement of consumer life has gradually improved
markedly has created favorable conditions to develop Canifa.
3. Human resources.
According to the data sheet, the total number of employees over the years tends to
increase but not too much. From 2020, an increase of 124.95% compared to 2019, the
majority of workers with university and university, intermediate and college degrees to
meet the need to open more store branches. In particular, the number of employees in the
business sector accounts for a large number. The company is mostly young workers from
the age of 25 years with the number of female employees increasing gradually over the
years (accounting for 51.64%) compared to male workers in 2020. With the
 characteristics of production and business lines, the company aims to use young, talented,
dynamic, creative and well-thought-out human resources to meet the needs of khsch
goods, contributing to building a leading fashion brand in Vietnam.
4. Operation & Cultural envirionment.
As a brand that has stood firmly in the Vietnamese textile market for the past 10 years,
Canifa carries in itself pride in the history of forming and developing the brand to this
day. Canifa employees want to be "brand ambassadors", bringing real values to
consumers. For employees, the process of training and developing human resources is the
key to the promotion and sustainable development. Therefore, they always strive to create
a young, dynamic, friendly working school, along with a system of operating fair and
transparent career development. After stressful working hours, teambuilding activities
take place every year to help canifa-ers relieve stress, improve the spirit of training, the
ability to integrate the working group. Moreover, the brand also promotes diverse cultural
activities to create a working environment that is not only prestigious, well-rounded but
also friendly and dynamic for employees.

THE IFE MATRIX

STRENGTHS Weight Rating Weighted score
1. The brand is solid and prestigious for 0.05 3 0.15
Vietnamese consumers in the past 10 years.
2. Team work culture. 0.04 3 0.12
3. Position of the market leader of yarn wool 0.07 4 0.28
product line.
4. Social network management. 0.02 3 0.6
5. Scale of brand development. 0.10 4 0.4
6. Creative design. 0.1 4 0.4
7. Diverse target market. 0.05 3 0.15
8. Distribution system. 0.06 3 0.18
9. Reach shoppers through the TikTok app. 0.04 3 0.12
10. Production experience, modern machinery 0.03 3 0.09
lines for product development.
 WEAKNESS Weight Rating Weighted score
1. Competitors in the market. 0.15 2 0.3
2. Popular products with consumer tastes. 0.04 2 0.08
3. Often keeping up with the trend. 0.03 2 0.06
4. Managing the S.P.A. (retail store) model will 0.02 1 0.02
become more difficult as the company scales up.

5. Influencers control the trends and content. 0.02 1 0.02

6. Lack of unique features. 0.05 2 0.1
7. Addictive. 0.03 2 0.06
8. Restrictions on advertising items. 0.02 1 0.02
9. Product promotion content creation. 0.03 1 0.03
10. The source of input materials is dependent. 0.06 2 0.12

TOTAL 1 2.76

PART III – INTERGRATED ANALYSIS AND STRATEGIC DECISION

A. Strengths.
 The brand is solid, prestigious for Vietnamese people.
Canifa with the position of operating in the fashion market for more than 10 years has
gradually built and affirmed trust for Vietnamese consumers. Canifa has been pushing for
the leading success of domestic fashion brands in the affordable segment. Canifa takes a
step-by-step approach to business strategies to understand customer tastes and respond
well to reasonable prices. Therefore, combining a solid fashion brand with a rich
promotional platform like TikTok will be a new stepping stone for Canifa to rise and
consolidate this market share.
 Team work culture.
The most important impact of Canifa is that it has promoted a culture of teamwork. With
a team of professionally trained workers, building a quality management system
according to the proactive method and especially enterprises have sent officials to study
abroad to improve technical qualifications and management experience.
 Position of the market leader of wool and fiber products line.
With more than 10 years of business operation, Canifa always preserves the quality in
designs and special product materials with a typical product line from wool and fiber.
 Social network management.
Effective communication strategies with specific messages, product promotion activities.
In addition, Canifa also organizes press meetings to strengthen communication for
customers.
 Scale of brand development.
The brand has gradually won the hearts and trust of consumers over time. Currently,
canifa's size is relatively large with the chain already available throughout the country.
Up to now, Canifa has a total of 110 stores, distribution agents are located in 34 cities.
Canifa's plan is to lead the cotton product line, with a growth rate of 30-50% per year.
 Creative design.
Canifa's products have most river coverage with customers, so the designs and product
materials are always diverse to meet the needs of consumers.
 Winter has strengths in yarn wool and cloth jackets.
 Summer has airy products, khaki.
 Jean material products for all times, suitable for all customers.
 Children's products such as wool, yarn, cotton, etc.
 Diversified target market.
The Canifa brand mainly produces products made from wool, fibers with rich designs and
high quality, the main segment criteria that Canifa uses are:
 Seasonally.
 By gender: Male (products designed to be healthy, elegant, youthful); Female
(unique but full of femininity).
 By profession: mainly focused on office customers by elegant, sophisticated,
classy and no less polite items.
 Distribution system.
There are two types of distribution across the country:
 Sales agent.
  Via internet social networking: Products introduced through Canifa's website;
Expand the sales area with the market share of customers who do not have the
conditions to buy directly; Local shipping and delivery services for customers with
a time of 2-4 days after ordering.
 Reach shoppers through the TikTok app.
The TikTok platform is special with participant coverage and continuous growth tracking
with 75% of users having jobs and income. With that advantage, TikTok users can
directly participate in campaigns and activities to promote products through shooting
creative videos, responding to the hashtag of the brand while retaining their own
personality.
 Production experience, modern machinery lines for product development.
Understanding the increasing demand for wool and fiber products in the world, Canifa is
determined to build a factory with a team of professional workers, build a quality
management system, invest in machinery, long-term production technology.

B. Weaknesses.
 Competitors in the market.
Currently in Vietnam there are many famous brands such as Viet Tien, Thang Long, May
10,... and abroad there are zara, H&M,... . Along with that, the newly developed brands
founded by social media influencers have attracted a large number of young generations
to support and respond.
 Popular products with consumer tastes.
Since Canifa has from the beginning built a fashion brand in a popular style, suitable for
all consumers of all ages and industries, Canifa's designs are comfortable, dynamic, and
historical. Therefore, with the market share of consumers pursuing unique and new
fashion trends such as high fashion lines, Canifa will be picky about the wearer.
 Managing the S.P.A. (retail store) model will become more difficult as the
company scales up.
 Influencers control the trends and content.
The influence of celebrities or the emerging GenZ generation has a huge impact on the
fashion market. Moreover, with the current trend, the market share of customers is young
people often follow the trend of modern fashion, personality with its own characteristics
according to foreign fashion trends. Therefore, with the Canifa brand hitting the designs
associated with the river life such as T-shirts, jeans, jackets will be difficult to approach
the dress trends of the new generation.
 Lack of unique features.
 The source of input materials is dependent.
 Restrictions on advertising items.
Because tiktok's audience is quite young, the products that can be experienced on the
platform are not as diverse as Facebook. Suitable for products that tend or the value is not
too high (less than 500 thousands VND).
 Product promotion content creation.
TikTok emphasizes the creativity of content, so it needs to invest to make content
promoting the brand, products become creative and diverse to attract viewers. Since a
sample of content advertised on TikTok will have a relatively short life cycle, the time is
limited to only 3 days to about 2 weeks later. If you don't have a responsive, dynamic and
trend-catching content creation team, especially a short video format, the chances of
getting attention on the platform are very low and will be less effective. Since TikTok has
just been introduced to Vietnam, the support and suitable features for the Vietnamese
market are not much. Therefore, the groups of audience that TikTok can target are quite
basic.

C. Opportunities.
 Work with influencers to promote content to users.
TikTok is a very convenient environment to connect with people in any region. It's also
the way that influencers take advantage of personal promotion. And thereby, businesses
will take advantage of the opportunity to cooperate in promoting the product brand
through influencers to create more opportunities for followers of that TikTok account will
be attracted, impressed and have to learn the products of their brand.
 Promotion and marketing.
Meeting the new shopping trend of consumers today is shopping through online channels
to help consumers more convenient in finding information about products, viewing
samples, comparing prices, saving more time compared to traditional shopping methods.
 Search for potential customers.
The brand will have the opportunity to reach a wide range of customers, not limited by
geographical distance. This is borderlessness, a characteristic of this type of business.
The brand expansion in diverse geographical location aims to reach a wide range of
customers to exploit and target the potential of international customers using this TikTok
advertising platform.
 Promote brand cohesion through the sponsorship of programs of public interest.
Canifa knows how to take advantage of its strong position in the Vietnamese fashion
market during its operations, so it always seizes the opportunity to expand its sponsorship
brand partnership with reality shows. And through the spread of TikTok will create the
potential for Canifa to access and sponsor its clothing models with more broadcasts in the
media, increasing business targets and developing foreign brands. Canifa is asserting its
position in the country, increasing its knowledge and coverage in the market.
 Increase the number of followers on the brand's homepage and promote brand
products through the outstanding application of young people.
Promoting the brand on a platform that excels and has a large following like TikTok will
create more opportunities for Canifa to expand its communication to new and more
attractive markets. This is the fastest way to create leads on TikTok.
 Will be able to expand its platform globally.
The brand's expansion in diverse geographical location aims to reach a wide range of
customers. TikTok ads are designed to help brands reach their target audience easily.
 Gradually exploit to the international customer base.
Since Canifa is a domestic fashion brand, almost a majority of Chau A will know about
this brand. Although Canifa already has a large and trusting shopping population, fashion
is an industry that is constantly evolving and innovating, so Canifa needs to rise further
and move towards the long-term plan that is to develop the brand to the international
market. Through TikTok is an innovative cross-border technology platform, which is a
springboard for Canifa to promote the fashion brand to go further. With a consistent,
unique, innovative advertising strategy combined with new clothing design trends will be
a positive step forward for Canifa after more than 10 years of business. Canifa's media
innovation will further affirm Canifa's position in the fashion market, as it is not only a
sustainable, prestigious and quality domestic brand but also catches up, innovates in the
eyes of consumers.

D. Threats.
 The explosion of other brands on TikTok.
TikTok is a diverse application and is welcomed by a lot of young people, however,
because the advantages will be detrimental to a long-time Vietnamese brand like Canifa
when there are many new competitors who also take over the TikTok platform as this
promotion.
 Consumer demand for shopping has changed.
People's shopping needs gradually changed, so it is extremely important to properly and
timely grasp fashion trends. Popular clothing items like Canifa are easy to fade due to
people updating the latest hot trends.
 Restrictions on advertising content.
According to TikTok's characteristics of the video format, Canifa needs to invest in the
marketing team to be able to create and design brand ads that must be creative, unique,
hitting chit viewers' tastes in a few seconds of video. Currently, tikTok's videos are
mainly aimed at the topic of review, singing, unique and unusual content that excites
viewers. Therefore, in terms of product advertising needs to be invested more carefully.
 The intensity of competition in the industry and the costs of investing in
technology equipment.
 The variety and innovation of fashion trends will hinder the pursuit of customer
tastes.
 Inventory with products that are not sold in time.
In the field of fashion business it is inevitable that times of inventory overload. Therefore,
when shoppers look at the amount of inventory remaining, it will affect and negatively
affect both consumers and traders.

MEAUSRE THE SWOT FACTORS.

1. Combine SO.
 Conducting activities to advertise, promote and promote Vietnamese garment
brands to international markets.
 Strengthen distribution channels to cover the internal market.
 Maintain and develop a relationship with existing khsch goods.
2. Combine ST.
 Expand the brand in the new market segment.
 Maintain old customers, find new potential ahfng customers, and focus on
investing in new advertising.
3. Combine WT.
  The new brands have made attractive advertisements and attracted the hearts of
consumers aged 18-25, impacting cnnifa's product market share.
 Follow closely and learn about the pros, such as the points of new and old
competitors in the current fashion market to have a timely response strategy.
 Instead of the psychology and taste needs of the customer group does not use the
products of the business.
4. Combine WO.
 Look for input materials from new sources.
 The fashion industry is an industry that requires businesses to always change
and timely update new fashion trends both at home and abroad.

Through analysis and learning about the business factors of Canifa brand, we can see that
this is a solid and prestigious brand in the Vietnamese fashion industry over the past 10
years. But with the increasingly diverse development in the world fashion industry in
general, Canifa needs a new strategy to compete with not only the double variables of
new trends globally, but also with emerging fashion brand in Vietnam.

In particular, Canifa needs to catch up with innovation in the current digital age, which is
a wise and sensitive investment in communication with the 4.0 platform is TikTok.
Recognizing the advantages of combining TikTok with a brand promotion strategy,
Canifa needs to focus on increasing investment in communication and advertising
through TikTok app. Leaders need to plan the preparation and training of creative teams,
designing samples to promote brand products.

Besides, the production and product design team needs to be sensitive, regularly updated
to catch up with new fashion models. Businesses need to take the risk of changing some
of the hallmarks of Canifa clothing patterns. Because today, the maximum market share
of customers is the younger generation (from 14 to 26 years old). At that age gap, they
tend to be attracted and want to refresh, change the style of nahan fish fashion regularly,
and integrate with the current new trends. Therefore, in order to adapt to that shopping
taste, Canifa should design more products and collections to integrate with fashion trends
not only in the style of Vietnamese people or expensive, but also of foreign trends.

PART IV – STRATEGIC IMPLEMENTATION AND EVALUATION.

From a brand associated with the wool product line, CANIFA has been successful in its
strategy to become a fashion line for many audiences with more than 7,000 products sold
every day. Canifa needs a new direction of investment in the media sector when society
and especially the fashion industry in the current era of international integration. Despite
being a long-standing and sustainable brand in Vietnamese fashion tastes, Canifa needs to
innovate in the direction of brand promotion, not to follow the traditional way but to
integrate new technologies and new platforms to keep up with the trend – that is TikTok.
Along with the continuous development over the years, TikTok has become the leading
trend of choice for brand promotion campaigns. In addition to the traditional forms of
advertising, many businesses have invested a lot in creating promotional content to build
a brand on the new TikTok platform to bring in millions of potential customers from this
global addictive app.
To start the strategy, Canifa needs to be carefully prepared and careful with the bright,
unique technology teams to hit the content and filial thji of TikTok app users. Previously,
loyal to the direct distribution channel and constantly expanding branches across the
country, this brand has taken advantage of the online channel – a trend that is on the rise.
Canifa's fan page is building and growing a community of more than 700,000 people,
with incredibly polished content and images posted every day. In addition, the
"Lookbook" sets introduce a new product line that Canifa updates regularly, thaajm with
the appearance of images of celebrities participating in promoting the brand. In addition,
events and contests for customers with valuable gifts are also a factor Canifa uses in
content building strategies and branding. Canifa's online sales websites are also built by
this brand extremely well and support online shopping to the maximum. Canifa's own
communication channel is invested in quality both in content and images, providing users
with information about the latest collections, policies, events as well as a very valuable
customer care support team for old and new users. With the combination of training team,
product design and programs, small activities to encourage consumers' shopping habits
through TikTok technology platform to promote the brand will expand new opportunities
and potential for Canifa to enhance the position of Vietnamese brand in the international
fashion battlefield.