I. CC HNG THI TRANG NC NGOI.

1. Dolce & Gabbana.

Logo c thit k gm 2 logo lng nhau trong mt logo chnh bao gm: D&G (logo
trn) vi c ch to r m v DOLCE&GABBANA (logo di) vi c ch nh hn.
Logo c vit lin khng du cch v khng c k hiu & l v.
Logo ca Dolce & Gabbana l mt minh chng l tng cho nhng thit k nh gn v
n l mt trong nhng logo s dng ngh thut sp ch ni bt nht. Logo c thit k
theo ngh thut Baroque v n truyn ti hiu qu thng ip ca thng hiu l lun
hng n s hin i.
Thot u nhiu ngi c ngh rng D&G l tn vit tt ca Dolce & Gabbana, nhng
thc cht khng phi. Hai thng hiu nhnh l D&G v Dolce&Gabbana c st
nhp thnh mt vo nm 2012 cng c cho thng hiu chnh t logo ca hng
chnh thc ra i.
S lc v thng hiu.
-Nm 1982 hai nh thit k chnh thc hp tc vi nhau v h tr thnh cp v chng
ng tnh cng pht trin hng thi trang ca h.
- Nm 1985 hng chnh thc thnh lp ti Minlano, Italia. Hin nay, tr s chnh ti Vja
Santa Cecilia 7, 20122 Milano, Italia.
- Cc dng sn phm chnh: Dolce & Gabbana tp trung ch yu vo hai dng sn phm
cho la tui trng thnh: D&G and Dolce&Gabbana. Ngoi ra cn c dng sn phm
dnh cho tr em D&G Junior.
 D&G Junior.
Dolce&Gabbana : nhnh thng hiu cao cp, tp trung vo cc thit k mang tnh bt
h, khng chy theo tro lu. Nhnh thng hiu ny cn c cc sn phm nh knh rm,
knh cn, v, ng h.
Thng 4/2009, Dolce&Gabbana gii thiu dng sn phm m phm trang im do n
din vin Scarlett Johansson lm gng mt i din. Sn phm nc hoa ni ting The
One cng l mt sn phm ca nhnh thng hiu Dolce&Gabbana.
- D&G l nhnh thng hiu hng ti i tng khch hng tr trung hn, gm c sn
phm trang phc ng dng v ng h eo tay. n thng 9/2011, D&G gii thiu BST
c lp cui cng cho ma Xun H 2012, trc khi tr v st nhp vi thng hiu
chnh Dolce & Gabbana. Dng sn phm D&G cn gm c trang sc v ng h.

C hai dng sn phm u l hng xa x. Ngoi ra c 2 cn cung cp qun o bi,

lt, knh kiu, knh rm v nc hoa.

Cc du mu ng nh ca hng:

+ Nm 1985, hai nh thit k Domenico Dolce v Stefano Gabbana cng nhau thnh lp
mt xng thit k chung ti Legnano.

+ Thng 10/1985, Dolce & Gabbana trnh lng b su tp u tin mang tn Real
Woman ti Tun l thi trang Milan. V iu kin kinh t khng cho php nn hai nh
sng lp phi nh nhng ngi bn ca h lm ngi mu trnh din. Cc ph kin, trang
sc lc by gi cng l do dn ngi mu bt c d ny t chun b. Doanh thu ca b
su tp u tay rt thp.

+ Nm 1986, Dolce & Gabbana ra mt b su tp th hai. Cng trong nm , thng

hiu m ca hng u tin ti Milan.

+ Cui thp nin 1980, vi mu vy Sicilian, b su tp th t ca nh mt ny mi tht

s gy ting vang trong lng mt.

+ Nm 1989, quyt nh ra mt hng lt v bi do hng t sn xut

+ Nm 1990, nhn hng m rng sang th trng thi trang nam v bt u thit k
nhng chic vy d hi v nhng sn phm cao cp v t tin hn.
+ Nm 1991, khi Madonna bt ng mc mu corset nh qu, khoc ngoi l chic
jacket ca thng hiu ny n tham gia bui cng chiu b phim ti liu v cuc i b
Truth or Dare: In Bed with Madonna, Dolce & Gabbana bt u lt vo xanh ca nhiu
ngi sao ni ting nh Gisele Bundchen, Monica Bellucci, Isabella Rossellini
 Mt s hnh nh v cc b su tp ca hng

Hnh nh qung co cho b su tp ly cm hng t tnh m nm 2015

 B su tp Thu - ng 2016 ca thng hiu

Cc ca showroom ca hng
-Dolce & Gabbana c 1 mng li phn phi rng ln trn ton cu.
Bao gm 27 ca hiu ti M: New York, Beverly Hills, Long Island, Miami,
Chicago,Boston, San Francisco v Washington D.C thng qua cc ca hng ngun v
h thng cc ca hiu bn l ln nh: Bergdorf Goodman, Lord and Taylor, Neiman
Marcus v Saks Fifth Avenue.
s ca hng l 19
Nht l 7
Cc ca hng phn phi ti c, o, B, Ty Ban Nha, Php, Hy Lp, Ireland, Anh, H
Lan, Nga,Thy S, Ukraina, Rp Saudi, Hn Quc, Cc Tiu Vng Quc - rp,
Trung Quc, n , Kuwait, Liban, Singapore, Thi Lan, i Loan, Canada, Mexico,
Brasil, Argentina, Chile v Cuba.
Ngoi ra hng cn c h thng bn hng trc tuyn online ngay ti website ca hng.
2. Chanel.

Chanel l thng hiu xa x bc nht n t Php v mang tn ca nh sng lp Coco

Chanel mt nhn vt c tm nh hng quan trng n thi trang th k XX.
Logo chnh thc ca thng hiu Chanel c thit k bi nh sng lp, ng k bn
quyn k t khi ca hng u tin c m. Thit k 2 ch C i lng vo nhau, l ch
vit tt ca Coco Chanel, vn l bit danh thi nin thiu ca c.

Cc dng sn phm ca Chanel.

Thng hiu Chanel bao trm hu nh ton b cc lnh vc v thi trang nh qun o,
nc hoa, m phm, n trang, ng h eo tay. Tuy nhin, nhng sn phm vt thi
gian v lm nn tn tui ca Chanel phi k n Chanel Suit(1925) v The Little Black
Dress (1926), chic m en c ct may n gin th hin v p tinh t sang trng
ca ngi ph n.

Hay nhng chic ti xch vi quai xch c tnh v tin dng, thit k mt da chn ch mc
li nh Chanel 2.55 (2/1955) v Chanel Boy (2011). Ti xch c quai tin dng va c
th xch tay va c th eo ln vai, quai xch hnh si xch to v c tnh ni bt cho
trang phc, b mt ti xch c may theo hnh mt li c trng.

Song, thnh cng v c sc nh lng lan rng, lu bn nht l nc hoa Chanel

No.5 (1922). Theo truyn thng, nhng ph n qu tc thng a chung nhng hng
hoa ngt ngo tinh khit, trong khi gi im v nhng c nng c tnh li thch nhng loi
nc hoa c mi nng nh x hng hoc hoa nhi. Chanel No.5 th phc sc th hin
s khao kht ca ph n hin i v biu tng ca n quyn trong thp nin 20.
Trit l v phong cch c nhn v li sng ca nh sng lp Coco Chanel luon l mt
trong nhng nhn t c sc nh hng n s thnh cng ca thng hiu Chanel hn
mt 100 nm qua.

Th trng Chu

Hin nay, thng hiu Chanel gn nh c th kim sot th trng Chu , dn u ti

Nht Bn vi 36 ca hng. Quc gia th 2 trong chin lc u t ca Chanel SA l Hn
Quc, s hu 15 ca hng trn ton quc gia, trong khi i lc Trung Hoa

3.GUCCI.

Logo ca thng hiu

- Logo ca Gucci gm hai ch G c cch iu v lng vo nhau, hon ton-thc "Gs",
c ly cm hng t ngi cha ca - Guccio Gucci - vit tt, c mt cht lng v tn
v nng ng v h.
- Mu en trong logo Gucci i din cho s thng tr, s xut sc v sang trng ca
thng hiu.
S lc v thng hiu.
- Gucci l mt biu tng thi trang s hu bi Italia v Php, mt nhn hiu da ni
ting. c sng lp bi Guccio Gucci (b.1881 - d.1953) ti Florence nm 1906.
Gucci c coi l mt trong nhng nhn hiu thi trang ni ting, danh gi v c tha
nhn bc nht ton cu.

- Hin nay Gucci c 425 ca hiu trn ton th gii. H bn sn phm ca mnh thng
qua cc ca hng hi vin.
 GUCCI ti H Ni

GUCCI ti Trung Quc

4. PRADA.
Prada l hng thi trang ni ting th gii v danh gi bc nht nc , c trng vi
phong cch thit k sang trng, cao qu v s kt hp cc tng ngh thut ng i.

Tnh biu tng

Vi v th l mt thng hiu cao cp v xa x bc nht nc , tri dc chiu di lch s

100 nm cho n nay, thng hiu Prada lun chng minh c ng cp v s tinh vi
khc bit ca mnh. c trng bi phong cch hong gia truyn thng, kt hp vi tinh
thn ngh thut ng i ca gim c sng to k nhim Miuccia Prada, phong cch
thi trang ca Prada i khi l s thch thc gii m iu v cc tn S kh tnh
khng ch l gi tr xa x m cn l s kn chn i tng v bi cnh xut hin. Mng
manh v thanh lch, s gi cm ngt ngo n mc gy nghin. Cc c o nh Prada
em n s trm tr, ngng m thm lng vi cc di sn thng hiu c o v cm
hng ngh thut m cht lng mn, cu k m tinh t.

Lch s sng lp.

Thng hiu Prada c sng lp vo nm 1913 bi 2 anh em Mario v Martino

Prada ti Milan, . Ca hng u tin vi tn Fratelli Prada, kinh doanh cc sn phm
bng da cao cp nhp khu t Anh, c ch tc bng ngh th cng tinh vi ca ,
hng n tng lp thng lu v qu tc Chu u. Nm 1919, Prada tr thnh nh cung
cp chnh thc cho hong gia Italia. Biu tng House of Savoy ca hong gia v nhng
nt tht dy c o trong thit k logo, khng nh cho ng cp ca nh Prada. Nm
1983, Prada ra mt ca hng th hai ti Milan, ng thi m rng ra khp lc a Chu
u v New York. B su tp Ready to wear dnh cho n c gii thiu ln u tin vo
nm 1989, ko theo ph bin ca Prada cng tng vt v lan rng ra khp th
gii. Prada tr thnh mt trong cc thng hiu cao cp v c nh hng nht t nhng
nm 90 cho n ngy nay.

Thng tin thng nghip.

K t nhng nm thp nin 1990, hng lot cc thng v sp nhp, mua bn c phn
gia thng hiu Prada vi Fendi, tp on LVMH v cc cng ty nh l khc, t n
nh im ca th trng hng xa x ti Chu u, em li cho thng hiu ny mc
doanh thu tng gp nhiu ln. Ngy nay, mng li phn phi ca tp on Prada m
rng ti 70 quc gia v hng trm ca hng trn ton th gii.Tp on Prada bn cnh
vic thnh lp nhn hiu thi trang cao cp Miu Miu vo nm 1992; cng nh vic sng
lp trung tm ngh thut Fondazione Prada nm 1995; hng ny cn thu tm v s hu
cc cng ty con nh Church, Carshoe, Luna Rossa v Pasticceria Marchesi.

Cc dng sn phm

Thng hiu Prada ra i vi cc sn phm v dng bng da cao cp, tuy nhin, mi
n khi dng sn phm thi trang Ready to wear c gii thiu mi thc s nh hnh
c tnh thng hiu. Prada Collection bao gm dng thi trang n v nam gii, c mt
thng nin ti Milan Fashion Week vi cc thit k ti gin v hin i, tr thnh phong
cch thi trang chun mc v tnh sang trng v thanh lch. Ngoi ra, phong cch thi
trang ca thng hiu Prada cn l s kt hp gia truyn thng, tnh cu trc v cc
nim ngh thut.

Th trng Chu .

Th trng Chu n nay vn c xem l mnh t tr ph v giu tim nng, thu ht

cc thng hiu thi trang quc t o t h cnh n. Tuy nhin, ch trong nm 2015,
s bt n kinh t khin cho cc thng hiu cao cp c s xm nhp su vi Chu b
nh hng kh ln. T vic Trung Quc quc gia sn n hng hiu ng o nht
Chu bt u thc hin ct gim v trn p hng xa x, cng vi LVMH v
Kering, tp on Prada c nhng ht gim nhiu nht. Tuy nhin, khu vc Chu
Thi Bnh Dng, th trng chim n 1/3 phn trm ca doanh thu, t nc Nht
Bn vn n nh trong vic tng trng v pht trin.Ti th trng Vit Nam, t mi
quan h vi n v cho thu v t vn bn l Cushman & Wakefield, ca hng Prada u
tin c m vo thng 2/2015, nm b th ti trung tm qun Hon Kim, H Ni vi
kin trc ca hiu sang trng c thc hin bi kin trc s Roberto Baciocchi.

Cc nhn hiu lin quan.

Patrizio Bertelli chng ca nh thit k Miuccia Prada, hin ang gi chc v gim c
iu hnh Prada, l mt trong nhng t ph giu nht ngnh thi trang theo thng k
ca tp ch Forbes nm 2014. Thng 5/2007, thng hiu Prada hp tc vi LG
Electronics cho ra i dng sn phm in thoi thi trang LG Prada KE850. Nm
2009, th h th 2 mang tn LG Prada KF900 c tung ra ti Chu u. Cui nm 2011,
s hp tc lu di vi hng in thoi Hn Quc LG tip tc cho ra i a con tinh
thn LG Prada 3.0 P940 sn phm ny chy trn h iu hnh Android 2.3, cu hnh

mnh m, kiu dng phong cch v sang trng theo ng kiu cch ca nh Prada..

Fondazione Prada c ng ch tr bi cp i n v p duyn ca gii thi trang

, Patrizio Bertelli v Miuccia Prada t nm 1995, l mt t chc dnh ring cho ngh
thut ng i v vn ha. Fondazione Prada t chc rt nhiu trin lm c nhn vi
khng gian trng by ti Milan, c s gp mt v i thoi ngh thut t cc ngh s
ng i ni ting th gii nh Anish Kapoor (1995), Louise Bourgeois (1997), Walter
de Maria (1999), Enrico Castellani (2001), Steve McQueen (2005), Tom
Sachs (2006), Nathalie Djurberg(2008) v John Baldessari (2010).
5. DIOR.

Christian Dior S.A (c bit n nhiu hn vi tn Dior) l mt cng ty thi

trang Php chuyn kinh doanh thi trang xa x - tp on kinh doanh hng xa x ln nht
th gii. C Dior v LVMH c kim sot v iu hnh bi doanh nhn Bernard
Arnault.
Dior l nhn hiu c thnh lp bi nh thit k lng danh Christian Dior vo
nm 1946.
Christian Dior Couture l mt b phn ca cng ty Dior, chuyn cung cp v thit k
thi trang cao cp bc nht, cng nh nhng mu thit k may sn thng thng, thi
trang cho nam (Dior Homme), ph kin thi trang.
Hin ti, Dior c 160 chi nhanh trn ton th gii v s m rng trong nhng nm tip
theo.
i th cnh tranh ca Dior hin nay c rt nhiu cc nhn hiu ni ting khc
nh Chanel, Louis Vuitton, Yves Saint Laurent, Gucci, Versace v Prada.
Lng thi trang tng gi Dior l nh mt xa x nht trong nhng nh mt xa x bc nht
chu u. Danh xng qu tht khng sai v khng c mt nh mt no dm dng gn
20 thc vi ch may mt vi chic vy chung vo thi Hu chin ngho tng. Vi
thnh cng vang di t b su tp u tay New Look, thng hiu Dior c xem l nh
kin trc trong ngnh thi trang vo thp nin 40. Khng n thun l ng nt, chi tit,
iu m Dior sng to l mt cu trc, phom dng hon ton mi, ci cch c tng lai
ca lng thi trang.

Cc sn phm ca dior:
6. LOUIS VUITTON.

Louis Vuitton (vit tt l LV) l thng hiu thi trang cao cp n t Php danh gi bc
nht th gii, thnh lp t nm 1854, mang tn chnh ngi sng lp Louis Vuitton. Cc
sn phm ca thng hiu Louis Vuitton hng bao gm cc vt dng t da, ti xch,
giy, ng h, va-li du lch, trang sc v ph kin. Nt c trng ca tt c sn phm ny
l ha tit ch LV lng vo nhau v hoa bn thy (monogram) cp mc thng hiu trn
nn da hoc vi canvas thng hng.

Trong sut su nm lin tip (2006-2012), Louis Vuitton c vinh danh l Thng hiu
cao cp t gi nht th gii theo Millward Brown. Nm 2014 va qua nh du 160 nm
ch LV tn ti v khng nh ng cp vi hn 460 ca hng thuc 50 quc gia trn
khp th gii.
Cc ct mc quan trng

1854: Thng hiu Louis Vuitton/LV ra i ti Paris, mang tn cha ca mnh - Louis
Vuitton mt ngi th ng va li du lch lnh ngh.
 Mang chnh tn ngi sng lp, thng hiu ghi du lch s thi trang vi hoa tit
monogram huyn thoi

1873: Georges Vuitton (Con trai ca Louis Vuitton) gia nhp cng ty v m ca hng
London vo nm 1885.

1889: Louis Vuitton ginh Huy chng Vng ti s kin Trng by Th gii (Exposition
Universelle).

1946: Sau ci cht ca Georges Vuitton (1936), cng ty c ti c cu t chc vi s

gip ca nhng ngi chu ca Louis Vuitton: Jacques-Louis Vuitton chu trch
nhim ti chnh, Henry-Louis Vuitton chu trch nhim kinh doanh v Claude-Louis
Vuitton chu trch nhim v sn phm.

1975: Henry Racamier (chng ca Odile Vuitton), tr thnh Ch tch ca cng ty. Lc
ny LV c 2 ca hng, 70 nhn vin v doanh thu hn 10 triu Francs.

1983: Gii ua du thuyn Louis Vuitton Cap c t chc ln u tin.

1987: St nhp Louis Vuitton v Mot Hennessy, Cng ty lin kt LVMH (LVMH
Luxury Conglomerate) c thnh lp.

1990: Yves Carcelle tr thnh CEO ca Louis Vuitton.

1997: Marc Jacobs l Gim c Sng to u tin ca thng hiu.

B su tp c mnh danh "best bags" ca Marc Jacobs

2001: Dng trang sc mang thng hiu Vuitton ra i.

Dng trang sc mang biu tng l bn thy

2002 2006: M cc ca hng B, Florence, Amsterdam, New York v Budapest.

Phong cch thit k

Sang trng, tao nh, sng to v m cht ngh thut cuc sng - chm ngn ca
cng ty m LVMH cng chnh l s mnh ca hn 60 thng hiu con trong c
Louis Vuitton. C th, gi vng s mnh , Louis Vuitton phi m bo cc
gi tr ct li trong tng thit k: Sng to v lun i mi, hng n s hon ho
ca mi sn phm, gi vng am m theo ui n cng hnh nh ca thng
hiu, c x nh nhng doanh nhn v phn u lm tt nht trong tt c mi vic.
 B su tp 2014
Mt sn phm LV chnh hng c th tn ti bt chp thi gian hay bt k mt s h
hng no bi chng c to ra t nhng cht liu bn b nht. S t m cng c t
vo tng ng kim mi ch khin mi chi tit nh u hon ho, chm cht. Cc cht
liu vi c Louis Vuitton s dng cn c th chng thm v chng chy m bn khng
th tm c bt k chic ti no khc.

T cui th k 19, phn ln sn phm Louis Vuitton s dng cht liu canvas hoc da
mu nu chocolate in ha tit monogram v cho n nay tr thnh huyn thoi. Nhng
chic ti mang tnh biu tng ca LV c th k n Speedy v Neverfull. Mi ma,
Louis Vuitton ch sn xut rt t, nhng chic ti phin bn gii hn thng ch c th
c tm thy nhng ca hng ln nu t trc.

Khng ch vy, cht lng m Vuitton mang n cn i km vi phong cch thi thng
v khng d b phai tn theo thi gian. Mt chic ti LV hm nay n nhiu nm sau vn
l mt ph kin thi trang bt h, ni cch khc, LV khng th b lc hu!

Louis Vuitton ch yu qung b, trng by sn phm trong chnh cc ca hng ca mnh

trn th gii, phn phi sn phm trn chnh website LouisVuitton.com d dng kim
sot cht lng v gi c cng nh ngn chn s gi mo thng hiu bng nhng con
ng khc. iu ny cng chng minh cho mc ni ting v t gi ca thng hiu.
 Mt ca hng ca Louis Vuitton
Ca hng

Tr s chnh ca Louis Vuitton hin nay i l Champs-lyses, Paris, Php. Vit

Nam, thng hiu c mt hai thnh ph ln l H Ni v TP. H Ch Minh.

Louis Vuitton Hanoi Metropole, 15 Ng Quyn, H Ni.

Louis Vuitton Trng Tin Plaza, 24 Hai B Trng, H Ni.

Opera View Building, 161 ng Khi, Qun 1, TP.HCM.

7. HERMES.
Hermes thng hiu thi trang danh gi nht
- Hermes-nhn hiu thi trang xa x y ting vang khp cc chu lc vi biu hin logo
hnh ch H.
Sn phm ca Hermes c cc ngi sao , ngi mu ni ting trn th gii s dng nh
mt mn nng tm gi tr v s ng cp ca mnh.
- Hermes Paris hay vn c gi n gin l Hermes, l mt trong nhng nhn hiu thi
trang danh ting c thnh lp t rt lu di.
- Hermes c sng lp ln u tin vo nm 1837 t mt ngi n ng Php c tn
Thierry Hermes. ng xut thn t mt ngi th ng yn nga v lm ra nhng chic
dy cng bng da.
Sau , xng da ca ng c pht trin v dn tr thnh mt thng hiu chuyn v
da xa x nht th gii vi hnh nh mt ngi c ang iu khin c xe nga.

- Khi nghip t nm 1837 nhng mi ti cui th k 19 Hermes mi bt u sn

xut ti da, vali da ri tn cui th k 20 mi chinh phc th gii thi trang vi
tht lng da, knh mt, trang sc v nc hoa.
- Hermes thnh cng trc ht l cht lng, s c o v him c ca sn phm c
lm th cng ton b. Nhng chic ti xch, dy tht lng da hay knh mt u c lm
qua rt nhiu cng on nhng ch do mt ngi th th cng duy nht lm ra v u
l nhng ngi th lnh ngh nht th gii.
- Hermes lun coi trng v m bo cht lng cao nht tt c cc cng on v quy
trnh sn xut.
- Hermes lun quan tm ti mong mun ca khch hng t nhng ci nh nht p
ng chng ngay t cng n u tin. l l do ti sao gi sn phm Hermes lun rt
cao th hin s c o, c sc v nh v s sang trng , xa x ca thng hiu.

8. KENZO.

Nht bn sn sinh ra 2 nh Kenzo cng hin cho ngh thut nhn loi. Trong
khi Kenzo Tange, bc thy ca kin trc hin i v l nh ngh thut lnh m ca
Nht Bn th k 20, th nh thit k Kenzo Takada thi vo thi trang th cm xc an lc,
vui v mang tm hn ca x Ph Tang. Nhng thit k ban u ca Kenzo mang m
nt truyn thng, nhng xo trn cc nguyn tc v mang hi th ca th gii mi thi
trang Kenzo Ethnic-chic phn nh ci nhn ca ng v th gii, qua lng knh ngh
thut mang tnh thin tnh v thng lc ca cc nhp th Haiku, np gp Origami v hoa
o Ikebana. Trit l thitrang ca thng hiu l s ha hp sc tc v vn ha,
nhng cm hng i thng pha trn gia phong cch ng Ty, giu tinh thn v l
ngun cm xc hn nhin, v t i vi thin nhin vn vt.
- n nm 1970, hng thi trang Kenzo ra mt ca hng u tin mang tn Jungle Jap,
dch ngha l Rng Nht Bn. Ca hng Flagship u tin ca thng hiu Kenzo c
m ra ti s 3, Place des Victoires vo nm 1976. Thng hiu Kenzo c st nhp
vo tp on LVMH nm 1993.
Thng tin thng nghip
- S thnh cng ca Kenzo xut pht t s xut hin ca thng hiu, nh mt ngi sao
Phng ng ri xung kinh thi trang hoa l ca u Chu v c th gii. Paris n
nhn ci tn Jungle Jap (Rng Nht Bn) mang m lng t ho dn tc ca Kenzo, bng
cch r ln khng t tranh ci trong s thch th v t m. Tuy nhin, cng chnh t
nhng iu ny to nn cc hiu ng qung co min ph cho danh ting thng cc
tng c o, l lm, k quc nhng y tnh vui nhn, truyn cm hng hin i v
nng lng tui tr n vi cc tn Kenzo.
Cc dng sn phm.

- Thng hiu thi trang Kenzo cung cp cc dng sn phm dnh cho 3 nhm i
tng ph n, nam gii v tr em. Cc thit k thi trang n gn lin vi thu hn vi ca
nh sng lp Kenzo Takada, t vic thu thp v ghp nht cc mnh vi vn may trang
phc cho n khi Jungle Jap c ra i vo nm 1970. n nm 1983, Kenzo ln u
tin cho ra mt b su tp thi trang nam Ready-to-wear. Cc b su tp thi trang tr
em c mt vo nm 1987. Mt nm sau , hng Kenzo cho ra mt mu nc hoa u
tin, v tr thnh vt mc loang cho cc cu chuyn Kenzo Parfums, gn lin vi bn
sc thin hng ca Kenzo.

- Nm 2011, mt dng sn phm chm sc da mt v c th mang tn Kenzoki cng

c ra mt. y l dng sn phm vi 3 ngun nguyn liu thin nhin chnh l hoa sen
trng, hoa gng v go. Cc sn phm Kenzokic gii thiu chi tit ti website ring
ca nhn hiu Kenzoparfums.comho n ngy nay.
 Ca hng

- Ti Trung Quc vi 30 ca hng Kenzo.

- Nht Bn ca mnh vi 10 ca hng.

- i vi Hn Quc, Kenzo c rt a chung bi cc ngi sao nhc Pop vi 11 ca

hng.
- Kenzo cng tch cc u t vo cc thin ng mua sm hng hiu ca ng Nam ,
ti t nc Thi Lan vi khong 5 ca hng, v s hu 2 ca hng ti cc trung tm
thng mi bc nht Singapore.
9. CHRISTIAN LOUBOUTIN.

Tr s chnh: Paris Php

Nm thnh lp :1991
Ngi sng lp: Chistian Louboutin
-Christian Louboutin l thng hiu thi trang chuyn v giy v ph kin cao cp do
nh thit k Christian Louboutin sng lp nm 1991 ti th Paris ca Php. Ra i
nm 1991, mun hn nhng hng thi trang cao cp khc nhng thit k xa x ca hng
vn c ch ng ring trn th trng nh cht lng thuc hng bc nht. Du n ca
thng hiu Christian Louboutin trong lch s thi trang nh s khng nh v th ca
mt bc thy th cng v l mt biu tng v s xa hoa trn thm .
Ct mc quan trng
1991: Louboutin thnh lp cng ty ring ca mnh ti Paris v ng thi nh du mt
bc ngoc chi trong ngnh thi trang giy dp vi thng hiu Christian Louboutin.

1993: Christian Louboutin s dng sn mu giy lm mi i Pense ca

mnh v cng m u du mc lch s ca nhng i giy c quyn Christian
Louboutin.
2003, Christian Louboutin m rng sn xut dng sn phm ti xch v v.
Dng sn phm ti xch ni bt ca hng
2007: Thng hiu ng u bng nhng thng hiu sang trng uy tn nht (Luxury
Brand Status Index) ca Luxury Institute's trong 3 nm 2007, 2008, v 2009.
2008: Trin lm u tin c t chc dnh cho nhng sng to t ph ca thng hiu
mang tn Sole Desire: The Shoes of Christian Louboutin c t chc ti Vin cng
ngh thi trang New York.
2011: Thng hiu mi cho ra i b su tp giy dp u tin dnh cho nam gii.
Christian Louboutin k nim 20 nm thnh lp bng quyn sch cng tn v ng thi
Louboutin tr thnh thng hiu giy c tm kim nhiu nht trn mng.
2012, Louboutin hp tc vi Batallure Beauty LLC cho ra mt dng sn phm Christian
Louboutin Beaut v bt u thm nhp th trng m phm. Cng nm, thng hiu
cng ra mt ng dng tin ch trn iPhone cho php ngi dng xem cc b su tp,
video, to danh mc sn phm, tm ca hng
2014: Christian Louboutin Beaut gii thiu dng sn phm sn mng tay vi nhiu sc
ca mu bt mt tn Rouge Louboutin ti ca hng Saks Fifth Avenue New York
v 15 ca hng khc trn ton nc M.
Phong cch thit k
Nhng i giy c mu ca Christian Louboutin c gi l sammy red-bottoms,
c to ra vi mc ch khin ngi ph n tr nn quyn r, xinh p vi i chn di
nht c th. Ngay khi m ca hng u tin, Christian Louboutin mun to mt du n
ring, chnh v th, mi thit k ca hng u c chung mt c im l sc thun
giy tng trng cho s quyn r v sc mnh rt ring ca phi p. Giy Christian
Louboutin c th rt gin d vi mu en bng b n hoc y mu sc lp lnh v kiu
cch vi nhng ha tit inh, gai nhn mang m nt chu , bt ngun t tnh yu vi
vn ha phng ng, vi nhng ta Kim t thp t nc Ai Cp m Louboutin
vo thi nin thiu.

Ha tit gai nhn y n tng l mt trong nhng c trng ca thng hiu.

am m khm ph nhng vng t v nn vn ha mi vi i mt nhy cm v ci nhn
ngh thut i vi th gii xung quanh l ngun cm hng bt tn cho nhng thit k ca
Christian Louboutin. cng l l do khin sn phm cp mc Louboutin khng bao gi
lm cc tn thi trang tht vng bi nhng cht liu c o, kiu dng sng to v s
kt hp mu sc y tnh ngh thut. Nu bc chn huyn thoi y nng lng ca
Tina Turner hay s qu phi v li cun ta ra t nhng mn trnh din ca Dita von
Teese lm nn sc ht c bit cho nhng i giy Louboutin trn sn khu th nh iu
khc Ai Cp hay nhng nh thit k trng phi haute couture ca Php li to nn cht
lng ca hng s t m, gt gao trong tng cng on th cng.
Giy Christian Louboutin cn ni ting vi cao ni bt m vn em n cho ngi i
cm gic chc chn. Nhng i giy ca hng thng c chiu cao t 12cm tr ln ging
nh chnh Christian Louboutin ni: Ti mun em n cho ph n nhng i chn
di min man, v thit k nhng i giy cao gt l iu m ti c th lm. Bn trong
mi i giy lun c dng ch Christian Louboutin Paris vi phng ch c bit c
ng k bn quyn khin cho thng hiu thm t gi v khc bit.

Nhng cnh hoa du dng lun c a chung

Christian Louboutin c sc nh hng ln vi nn thi trang th gii khin thng hiu
khng ngn ngi m rng phm vi, khng nh s c quyn ca nhng chic vo
nm 2007 bo m rng khng thng hiu no c th lm nhi. T n nay,
Christian Louboutin khng ngng ci tin nhng sn phm ca mnh nh nhng thit k
trong sut, nhng cnh hoa nh nhng im xuyn, tuy vy, mu quyn lc i din
cho cht lng cao cp ca hng lun c m bo l gi tr ct li nht.
Thng hiu Christian Louboutin cng thit k nhng chic vy d tic vi dy ai ngc,
n, ha tit da v lng chim k hp vi i giy ni ting ca mnh. Mi y nht,
dng sn phm lm p v c bit b su tp son high-end Louboutin to nn cn st
khp ni trn th gii nh iu m nhng chic giy lm trong sut hai thp k
qua.

- Hin nay Christian Louboutin c 75 ca hng ton cu v a dng cc dng sn phm.

V thng hiu ny c mt ti Vit Nam vi ca hng ti thnh ph H Ch Minh.
10. GAP.

- y l logo mi nht ca hng: vi bn tri l logo c v bn phi l logo mi nht ca

hng.
- Tn thng hiu c ti gin ha tr thnh Gap vi logo l ch Gap mu trng nm
trong nn hnh vung mu xanh, vi ngha l mu blue denim ca sn phm jean
mang tnh biu tng ca thng hiu.

- y l logo mi nht ca hng: vi bn tri l logo c v bn phi l logo mi nht ca

hng.

Thng hiu Gap c thnh lp bi 2 v chng ngi Do Thi, Donald v Doris

Fisher ti San Francisco vo thng 8 nm 1969. Cc ca hng Gap khi u bng vic
bn l sn phm ca nhng thng hiu khc, ch yu l qun jean Levis nhm hng
n th trng thanh thiu nin. n nm 1973, cng ty pht trin nhanh chng v m
rng trn khp nc M vi 25 ca hng. Nm 1974, Gap ra mt sn phm qun jean vi
khu hiu Fall into The Gap, bt u t nhn ha thng hiu ring ca mnh, t khu
thit k, sn xut v pht trin trn khp th gii.

Vi nh hng pht trin kinh doanh ton cu, gn lin vi nhng n lc v trch nhim
x hi, chnh sch phc li ng vt, mi trng v nhn quyn; Gap l thng hiu thi
trang tiu biu ca M c trao chng nhn, v trch nhim doanh nghip v cng hin,
trong sut nhiu nm lin tip cho n nay.
- Hin nay, Gap Inc. ch tnh ring thng hiu thi trang Gap, s hu hn 1400 chi
nhnh v c khong 300 n v nhng quyn thng mi ti 40 quc gia. Thng hiu

Gap ngay t ban u lun hng n i tng mc tiu l th h tr. Nt c o c

ca Gap th hin trong cc chin lc marketing ca hng, t nhng t bm qung co
th v cho n nhng cu chuyn, khu hiu c ngha su sc.

Gng mt i din

Nam din vin, ngi mu v ng thi l nh sn xut ngi M, cn c gi

l Walter Flynn White Jr sau lot phim truyn hnh ni ting Breaking Bad, l gng
mt i din cho Gap nm 2014. Cng nm ny, cu th bng chy Matt kemp v ngi
mu Chanel Iman l tr thnh i s ton cu ca Gap Factory, nm trong chin dch
ma thu ca hng.

Xut hin vi cu chuyn tnh yu trong lot video qung co Gap Spring Is Weird,
nam din vin Paul Danov n din vin Jenny Slate, c xem l i s thng hiu
cho chin dch ma xun 2015 ca hng. ng thi, n din vin-ngi mu Brazil-
Fiorella Mattheis cng chnh thc tr thnh gng mt i din mi caGap Brazil, c
mt trong qung co Gap Dress Normal ca hng vi b su tp Thu ng 2015.
11.F&F.

F&F l thng hiu thi trang n t Anh Quc, do Tesco- mt trong nhng nh bn l
ln nht trn ton cu s hu.
Sau 14 nm gia nhp th trng thi trang phn khc bnh dn, nhng thit k ca F&F
p ng phn ln nhu cu trang phc nam, n, v c tr em, F&F lun i u trong tiu
ch sn phm cht lng vi mc gi hp l.
- Vi im nhn l cht lng tuyt ho, thit k li cun mang phong cch Anh Quc.
- Ngi tiu dng a chung v thng nh gi cao F&F so vi cc nhn hiu v nh
bn l thi trang ni ting khc cht lng tt, c sn xut ti nhng nc thuc
chun cht lng Chu u. Nn cc b M hon ton yn tm v sc khe cc b.
- F&F hin c 4 ca hng trn ton quc trong ca hng chnh ang t ti SC
Vivo city (TP.HCM) .
H thng ca hng F&F:
+ F&F Crescent Mall | 107 Tn Dt Tin, P. Tn Ph, Q.7, TP.HCM.
+ F&F SC Vivo City, G Floor, 1058 a i l Nguyn Vn Linh, P. Tn Phong, Q.7,
TP.HCM.
+ F&F Royal City | Tng 1, 72A Nguyn Tri, Q. Thanh Xun, H Ni
+ F&F Aeon Mall Long Bien | Tng G, 27 C Linh, P. Long Bin, Q. Long Bin, H
Ni.

II. CC HNG THI TRANG TRONG NC

1. AN PHC.
- Ngi tiu dng bit n An Phc vi vic a thng hiu thi trang ni ting ca
Php Pierre Cardin vo Vit Nam v pht trin thng hiu thi trang cao cp ring ca
ngi Vit.
- Ban u, An Phc ch hot ng n thun l gia cng li, lm v tinh cho nhng
doanh nghip ln khc xut khu sang th trng ng u.
- Sau vo 6-1997, cc nh sng lp An Phc thng tho vi nh sang lp thi trang
tn dng v sn xut thng hiu thi trang ring ca An Phc.
- An Phc xc nh i tng khch hng mc tiu l trung v cao cp.An Phc tp
trung u t cho cht lng sn phm pht trin thng hiu.
- Hin An Phc l mt trong nhng doanh nghip dt may ln vi hn 6000 cng nhn
v 9 nh my sn xut. H thng ca hng ca An Phc phn b rng khp cc tnh
thnh trong nc.
2. CHIC-LAND.

- c thnh lp t nm 2005 bi nh thit k Ngc Thnh.

- Vo nm 2007 chnh thc cho ra mt thng hiu thi trang Chic-Land ti H ni v
tip tc m rng vi s hin din ph khp trn cc thnh ph ln.
Chic-Land ni danh vi nhng trang phc tn vinh s tinh t, tao nh v gi cm, thi
trang. Thng xuyn cho ra i cc b su tp to ra nhng xu hng thi trang mi,
Chic-Land khng ngng khm ph v p tim n ca ngi ph n Vit Nam trong
mt hnh nh hi nhp y hin i.

- Vi khu hiu Tin phong d bo xu hng thi trang Chic-Land lin tc mang ti
nhng xu hng mi, to nn nhng tro lu v phong cch cho gii am m thi trang.
- Hng to nn s khc bit bi cht lng sn phm cng vi phong cch thit k
ring bit mang m cht CHIC-LAND.
Thu hiu s bn khon hng sng ca nhng ngi ph n cng s khng bit la chn
g cho mt ngy lm vic mi, chng ti khng ngng sng to ra nhng thit k c th
lm hi lng mi qu c kh tnh nht.
Cha kha thnh cng ca CHIC-LAND chnh l s lng nghe v s thu hiu.
3. EVE DE EVA.

- Cng ty TNHH MTV M Phc, i din cho thng hiu thi trang Eva de Eva.
- c thnh lp t nm 2007, nhn hiu thi trang Eva de Eva v ang khng nh
c v th v tn tui trong lnh vc thi trang cng s cao cp hng u Vit Nam.
- Hin nay, thi trang Eva de Eva ang cung cp ra th trng 2 dng sn phm chnh
dnh cho ch em ph n:
+ Dng sn phm Eva de Eva
+ Dng sn phm Eva de Eva Unique
- Cc h thng showroom ca eva de eva phn b hu khp trn cc tnh thnh: H Ni,
Hi Dng, Qung Ninh,Thnh ph Nng, Ngh An,

4. NINOMAXX.

- NINOMAXX l Cng ty c phn thi trang Vit NINOMAXX

- Nm thnh lp : 2000
- Hin nay c tr s chnh ti 84A B Huyn Thanh Quan, phng 9,Qun 3, TPHCM
- Slogan: Bt tng nt p.
 Xu hng thit k
Cng ty thit k v kinh doanh cc mt hng thi trang mang tnh thng dng v nng
ng.
- Cht liu ch o gm c: Jeans cc loi, Kaki, Thun cotton, Linen, Len

- Mt sn phm ca NinoMaxx c gi trung bnh khong 145.000 so vi vi triu ng

mt sn phm nhp ngoi tng t. Mc gi ny ph hp vi khch hng c thu nhp
trung bnh kh tr ln.
- NinoMaxx c h thng ca hng trn ton quc: H Ni, Hi Phng, Ngh An, Tha
Thin Hu, Khnh Ha, Lm ng, H Ch Minh, Cn Th, C Mau,
5. MAY 10.
Logo ca May 10

+ Trin khai xy dng biu tng thng hiu ca Cng ty, nm 1996 May 10 t chc
cuc thi sng tc Logo vi 7 bi d thi ca cc ho s v gio vin trng H M thut
cng nghip. Kt qu bi d thi ca ho s V Hin c chn lm biu tng cho
Cng ty May 10 t .

+ Nm 1996, Logo May10 c ng k v cp giy chng nhn bo h ca Cc s

hu tr tu trn ton quc.

- ngha logo:

+ Logo May10 c thit k vi tng cch iu t ch M10 vi b cc cht ch

nhng nt un ln nh nhng di la th hin s pht trin ca Doanh nghip lun c
hng vn ln mt cch bn vng.

+ Mu xanh ca Logo ni ln s ho bnh, tinh thn on kt nht tr cao trong doanh

nghip cng nh tinh thn hp tc cht ch to nim tin vi i tc v khch hng.

S lc v thng hiu
Cng ty C phn May 10 l mt cng ty chuyn ngnh may mc thuc Tng Cng ty Dt
May Vit Nam, c thnh lp t hn 60 nm nay, chuyn i t doanh nghip Nh
nc thnh cng ty c phn t nm 2004.

- T mt xng may qun trang (X10) thi k khng chin chng Php, bc sang giai
on xy dng kinh t trong thi bnh, May 10 c Nh nc giao lm hng may gia
cng xut khu.
Cng ty May 10 l mt trong s nhng doanh nghip u tin ca Tng Cng ty Dt may
Vit Nam nghin cu v p dng m s m vch trong qun l, kinh doanh t nm
2000.
Phong cch thi trang.
May 10 ch yu hng n nhng sn phm thi trang vi nt lch lm, qu phi, hin
i, tr trung v du dng, May 10 lun to ra nhng gi tr ring v l thng hiu a
phong cch
Di y l mt s thit k tinh t ca thng hiu.

- Tnh n nay May 10 gn t n con s 200 ca hng v i l trong c 3 min l

Bc - Trung - Nam.
- Ngoi ra May 10 cn c cc ca hng ti: Hi Phng, Nng, Hu, Tr Vinh, Bnh
nh, Bun M Thut, An Giang, Cn Th
 May 10 l thng hiu mnh v rt ni ting, cc sn phm ca May 10 u lm ngi
tiu dng rt hi lng v cht lng, kiu cch v gi thnh.
6. SEVEN.AM.

Thng hiu thi trang Seven.AM thnh lp nm 2009 hot ng trong lnh vc sn xut
v kinh doanh thi trang n.
- Seven.AM t ho l mt trong nhng thng hiu i u trong vic a cc sn phm
thi trang n n gn hn vi ngi tiu dng trong nc.
- Vi s mnh, mang n cho ngi tiu dng nhng sn phm thi trang thng hiu:
Made in Viet Nam - Cht lng quc t. Seven.am lun c gng khng nh thng
hiu ca mnh trn th trng thi trang.
- Trn con ng khng nh thng hiu, Seven.AM lun ly khu hiu Tn vinh v
p ph n Vit Nam l s mnh hot ng.
- Seven.am lun hng ti s sang trng, thanh lch nhng khng mt i nt tr trung v
quyn r ca ngi ph n. Chnh v th, song song vi thng hiu seven.am l hi th
cuc sng an xen nt vn ha hin i tn ln v p ngi ph n Vit.
- Tng sn phm ca seven.am a dng v mu sc ln mu m, t m trong tng cht liu
hay ng kim mi ch.
- Seven.am hin c mt ti cc tnh: H Ni, Hi Dng, Hi Phng, Vnh Phc, Thi
Nguyn, Nam nh, Thnh ph Vinh... Cc h thng ca hng ngy cng c m rng
trn khp Vit Nam.
7. CNG TY MAY VIT TIN .
- Tn cng ty : CNG TY MAY VIT TIN
-Tn giao dch quc t : VIETTIEN GARMENT EXPORT AND IMPORRT
COMPANY (VTEC)
- Tng gim c : ng Nguyn nh Trng
- Trc nm 1975 , cng ty c thnh lp ch l mt x nghip may nh mang tn Thi
Bnh Dng K Ngh Cng ty. Ngy 20-11-1975 nh nc tip qun v quc hu ha
thnh x nghip quc doanh v sau 2 nm th i thnh X Nghip May Vit Tin.
- Vit Tin l thng hiu thi trang cng s nam. Cc sn phm ca Vit Tin c xu
hng mang n phong cch lch s, nghim tc ph hp vi nhng mi trng c tnh
cht giao tip cao nh ti cc hi ngh, hi tho, vn phng lm vic...
Bn cnh nhng trang phc cng s truyn thng, thng hiu Vit Tin cn pht trin
nhng sn phm mi tr trung hn, hin i hn mang n s thoi mi cho ngi mc.
- Cc dng sn phm chnh ca Vit Tin bao gm: o s mi, qun ty, qun kaki, veston,
caravatte dnh cho i tng s dng chnh l nam gii tui t 25 n 55.

- Hin nay trn c nc c khong 183 ca hng chnh hang ca Vit Tin, ngoi ra cn
rt nhiu ca hng khc phn b ri rc khp c nc.
- y l mt ca hng ca thng hiu.
8. OWEN.

- Owen l thng hiu thi trang dnh chon am gii hng u ti Vit Nam, thuc Cng
ty c phn Thi trang Kowil Vit Nam. Chnh thc gia nhp th trng t nm 2008.
- Owen tr thnh thng hiu thi trang nam c yu thch nht trn th trng, bi
uy tn, cht lng v cc thit k thi trang, thanh lch, gip mang li s t tin, lch lm
cho mi ngi mc.
- Owen thi trang: vi cc sn phm a dng v mu sc, thit k, pha phi
- Owen a dng: t s-mi, qun u, veston, o thun, jeans, khaki, veston, o len,
jacket, n cc ph kin t nh nht nh dy lng, v da, c vt, tt, lt,
- Owen cht lng: Bn vi, bn mu, khng gy hi cho sc kho ngi mc lm cam
kt ca Owen i vi tng thit k c a ra th trng.

- Vi h thng hn 200 ca hng v i l khp cc tnh thnh trn ton quc, Owen
ang ngy mt n gn hn vi ngi tiu dng Vit, ngy cng pht trin v tr thnh
lun dn u trn th trng thi trang Vit.
9. NEM.
9.1. TNG QUAN V TH TRNG CHUNG.
- Ngnh thi trang ca Vit Nam trong nhng nm gn y c nhng thay i ng
k, nht l khi Vit Nam lin tc ra nhp cc hip hi, t chc kinh t ln ca khu vc
cng nh ca th gii.
- Lc ny, th trng thi trang Vit Nam lin tc xut hin nhng thng hiu thi trang
ln ca th gii nh: Gucci, Dior, D&G, cng rt c th trng n nhn.
- Bn cnh cc hng thi trang trong nc cng c nhng bc pht trin t ph.
Thi trang trong nc giai on ny lin tc xut hin cc thng hiu thi trang mi v
c ng o ngi tiu dng hng ng nh: Chic-Land, Ninomax, Owen, Seven.am,
Nem,
- Cc thng hiu thi trang trong nc ngy cng chuyn nghip. Cc sn phm
mang nt cng nghip,c ng b t thit k qun o, mu tc, giy dp, trang sc i
km, xu hng mu sc tang im,
- Cc sn phm cao cp ngy cng c pht trin. Thi trang cao cp dnh cho cc phi
c m rng ti Vit Nam.
- c bit l thi trang cao cp dnh cho n ang rt c ch trng. Mt trong nhng
thng hiu hng n sn phm cao cp dnh cho n Vit Nam lc l thi trang
NEM.
9.2. THNG HIU THI TRANG NEM.
S lc v cng ty.
- L mt Cng ty c phn vi tn gi cng ty c phn Thi Trang Nem.
- Ch tch hi ng qun tr :Trng Vit Bnh.
- Tng gim c :Oneil Drummond
- Tn trang web:www.newnem.com
- Quy m hot ng :c mt khp c nc.
- Cng ty c phn thi trang Nem thnh lp c 16 nm v khng nh c tn
tui ca mnh trong lng thi trang vi rt nhiu b su tp , to c du n su sc vi
nhng ngi am m thi trang.
- Hin nay cng ty c kh nhiu h thng ca hng trn ton quc, tp trung 2 thnh
ph ln l H Ni v Thnh ph H Ch Minh. Thng hiu cung cp cho ngi tiu
dng nhng mu thit k c o v n tng.
 Phng chm ca NEM.
- Khch hng l s mt, v vy mi hot ng ca Nem hng n mc tiu tha mn
mi nhu cu ca khch hng thng qua vic to ra nhng sn phm c cht lng tt nht
, gi c cnh tranh nht v dch v khch hng chu o nht.
cng l cam kt ca NEM i vi khch hng v cng chnh l phng chm hot
ng ca cng ty.
Logo ca NEM:
-C th thy logo ca Nemc thit k tinh t vi s kt hp gia hai mu xanh v
trng, mang tnh in hnh ha cao, c quy cch cht ch c ng.
- Slogan ca Nem n gin d i vo lng ngi NEM - V p quyn r thi trang
Php.
- Nh thit k THIERRY VINCENCE - nh thit k c quyn ca thi trang Nem kt
hp thi trang quyn r ca nc Php c knh m hin i vi v p truyn thng ca
dn tc Vit Nam to nn nhng b thit k v cng n tng v c o.
Khch hng.
Cng ty c phn thi trang NEM cung cp thi trang cc loi cho c nam, n v tr
em.Th nhng, khi nhc n NEM, ngi ta s ngh ngay n thng hiu thi trang cao
cp dnh cho n gii.
- La tui : 25 tui tr ln.
- Thu nhp: cao v n nh.
- Phong cch khch hng: khch hng a chung nhng mu m thi trang mi l v c
o.
9.3. CC DNG SN PHM.
Dng sn phm chnh.
 - Mt iu khng th ph nhn c rng, phong cch thi trang Php l biu tng ca
th gii v cng l nim ao c ca bt c ngi ph n no. Nm bt c tm l ,
Cng ty c phn thi trang Nem u t thit k v sn xut nhng b cnh va mang
y cc yu t ca thi trang Php, va mang nhng nt c trng ng lm
p lng cc ch em trong nc.
- Cc thit k ca NEM mang hi th ca thi trang th gii, m phong cch quyn r,
sang trng v qu phi ca Php, pha trn, an xen cng s m thm, duyn dng
ng, du dng v c tnh, ph cch m vn ngt ngo.
-Dng sn phm chnh ca NEM l thi trang cng s

-Thi trang cng s nhm tn vinh nt p sang trng ca ph n ni cng s. Tng

ng nt ct may chi tit, t m, ha tit n gin hi ho, pha trn kho lo cc cht liu
linen, cotton cao cp to nt thanh lch nhng khng qu cu k thch hp kh hu nhit
i ca Vit Nam theo ma.
- Ngoi ra, dng thi trang d hi v thi trang do ph cng l dng sn phm ni
bt khi nhc n thng hiu NEM .
-Vi phong cch duyn dng v sang trng, nhng b vy d hi v trang phc do ph
ca NEM cng to ra cho khch hng s thoi mi.
- V theo tng ma m mu sc ca cc b su tp ca NEM cng thay i. Ngoi cc
mu truyn thng ni cng s nh trng, en, xm, kem:
- Cn c cc mu sc rt nng ng, tr trung,ti tn:
-Bn cnh thi trang cho n, NEM cn hng ti khch hng l nam:

o phng o khoc d
-Tr em:
 - Cht liu chnh to nn sn phm thi tranh ca NEM l co gin,th,kaki,len,voan,phi
bng, ... to nn s thoi mi v tin dng cho khch hng.
- Ngoi ra cn c mt s ph kin km theo nh: ti xch, khn, nh m, m.

Cc b su tp mi lun dc cp nht nhanh nht.Mi thng, NEM cho ra mt trn

500 mu thi trang. Nhng mu trang phc da trn bn nh gi th trng, nghin
cu xu hng thi trang th gii v s thch ca khch hng Vit Nam.
Mt s b su tp mi nht ca NEM:
 Ma thu vi B su tp PURE FASHION:

WOOL SWEATER - BST O LEN LNG CU

+ B su tp mi nht Adeline ca NEM

Mt s hnh nh trong b su tp adeline ca Nem.

+ B su tp sc hoa:
Ln u tin trong lng thi trang, cc nh thit k ca NEM ng dng ngh thut thu
ruy bng vo nhng thit k ngp trn sc hoa trong B su tp Sc hoa cho ma Xun
h 2016.
 Mt s hnh nh b su tp sc hoa
Phong cch trang phc.
- Cc thit k ca Nem mang hi th ca thi trang th gii, m phong cch quyn r,
sang trng v qu phi ca Php, pha trn, an xen cng s m thm, duyn dng
ng, du dng v c tnh, ph cch m vn ngt ngo.
- c trng ca NEM l lun to ra cc sn phm thi trang ph hp vi mi trng, ph
hp vi tng ngi ca cc i tng khch hng nhm lm ni bt nhng nt p hnh
th ca ngi mc
Dch v.
- iu khon dch v:
+ Free Ship: i vi khch hng ti cc qun ni thnh
+ i vi khach hang ta i cac qu n khac va ngoa i tin h ngi mua hng s thanh ton chi
ph vn chuyn theo 2 phng thc sau:
Thanh ton ph ship km theo tin hng da trn bng gi vn chuyn ca nh
cung cp m NEM ang s dng (nhn vin s bo c th ph ship cho khch
 hng)
COD - Cash on Delivery: Thanh toan ti n m t khi nh n c hang
Hng dn mua hng:
+ Khch hng truy cp vo wesite: http://nemshop.vn/vn/ v lm theo hng dn:
Bc 1: La chn mu yu thch.
Bc 2:Bn chn la sn phm.
Bc 3: Kim tra thong tin sn phm.
Bc 4: Thanh ton.
Bc 5: Check hang v thanh ton.
Bc 6: Cung cp thong tin a ch gi hng.
Bc 7: Xc nhn a ch gi hng.
Bc 8: Chn hnh thc gi hng.
Bc 9: Chn phng thc thanh ton.
Bc 10: Chp nhn n hng.
Bc 11: Check ti khon ngn hng v theo di n hng.
Hng dn i, tr hng:
+ NEM hin c hnh thc h tr i size, v sa sn phm ti tt c Showroom ca h
thng NEM
+ Hng mua ri min i sn phm.
Hng dn giao, nhn hng:
+ Phng thc chuyn hng:
NEM p Dng hnh thc COD trong khu vc Ni thnh
NEM khng p dng COD cho khch hng ngoi ni thnh, tt c khch hng tnh th
chuyn khon trc cho NEM. NEM ship hng qua dch v chuyn pht
+ Ngi mua hng s thanh ton chi ph vn chuyn theo 2 phng thc sau:
Thanh ton km theo tin hng (da trn bng gi vn chuyn ca nh cung cp m Nem
ang s dng).
Thanh ton trc tip cho nhn vin giao hng.

- Khng nhng th, ti cc Beauty salon ca NEM khch hng s c cung cp cc

dch v massage, waxing,..
 - Ngoi ra cn c nhng t gim gi t 30 n 50% nhm h tr v tri n khch
hng.Gup khch hng lun s dng trang phc ca NEM ng thi im, hp mt.
->Vi thi phc v nhit tnh, s t vn cho khch hng thi trang hin nay v kiu
dng ph hp nht, gip khch hng c th tm cho mnh mt b cnh ph hp.
Chnh nh nhng c im ni bt khng nh c thng hiu ca mnh trong lng
thi trang hin nay.
Gi.
- NEM l thng hiu ca thi trang cao cp cc sn phm ph hp vi ngi c thu
nhp cao v n nh.
- Cng ty p dng 4 mc gi dnh cho sn phm: di 200.000 ng,t 200.000 n
500.000,t 500.000 dn 1.000.000 v trn 1.000.000.
 - Di 200.000: s lng sn phm c mc gi ny rt t, thng ch tp trung vo
nhng sn phm gim gi.

-T 200.000 n 500.000: ch p dng cho nhng sn phm gim gi trong cc t l,

tt, nhm a ra thu ht khch hng n sau.
- T 500.000 n 1.000.000: cc sn phm mc gi ny rt a dng, nhiu mu m,
ph hp vi xu hng thi trang ca nhiu khch hng.
- Trn 1.000.000: y l mc gi p dng cho cc sn phm l nhng mu thit k mi
l v c o vi cht liu cao cp, to cho khch hng s sang trng,thanh lch v quyn
r.
9.4. H THNG CA HNG

Ti H Ni:

NEM 58 Kim M: 58 Kim M, Qun Ba nh. Tel: (024) 38465858.

NEM Trng Tin: 58 Trng Tin, Qun Hon Kim. Tel: (024) 39386199.

NEM Hng Lc: 22 Hng Lc, Qun Hon Kim. Tel: (024) 39283559.

NEM B Triu: 156 BTriu, Qun Hai BTrng. Tel: (024) 39939979.

NEM Lng H: 8 LngH, Qun ng a. Tel: (024) 37727168.

NEM 503 Kim M: 503 Kim M, Qun Ba nh.Tel: (024) 37246555.

NEM Trn Thi Tng: 28 Trn Thi Tng, Qun Cu Giy. Tel: (024) 37957868/
(024).37957899.

NEM Nguyn Vn C: 545 Nguyn Vn C, Qun Long Bin. Tel (024) 32575858 /
(024) 32575588.

NEM L Vn Lng: Tng 1 ta nh Diamond Flower, L C1, khu th Trung Ha

Nhn Chnh, ng L Vn Lng, Qun Thanh Xun. Tel: (024) 36286888.

Nem Aeon Mall Long Bin: 27 C Linh, Qun Long Bin. Tel: 024.3649 6868.

NEM H ng: Tng 1 Ta Nh Hong Gia, ng T Hiu, H ng, H Ni. Tel:

(024)3 144 666.

NEM Hong Quc Vit: 118 Hong Quc Vit Cu Giy H Ni. Tel:
(024)39416999/ (024)39871999/ 0946606336.

NEM Ging V 117 Ging V Ba nh H Ni. Tel: : (024) 3736.8282.

NEM L c Th: Tng 1 Ta nh CLand CT3, 81 L c Th, P.M nh 2, Qun

Nam T Lim, H Ni. Tel: (0243)2018855 / (0243)2019955.

NEM Trn Kht Chn: 360 Trn Kht Chn, H Ni. Tel: (0243).9282299
(0243).9783399.

Ti Thnh ph H Ch Minh

NEM ng Khi: 26 ngKhi P. BnNgh- Qun 1. Tel: (028) 3822608.

NEM Hai B Trng: 195A Hai B Trng, Phng 6, Qun 3. Tel: (028) 38233573.

NEM L Vn S: 335 L Vn S, Phng 1, Qun Tn Bnh. Tel: (028)39919138.

NEM Nguyn Th Thp: 249 Nguyn Th Thp, P. Tn Ph , Q. 7, Tp. HCM. Tel:

01235556765 0837750186.

NEM TRng Chinh: 391 Trng Chinh , Phng 14, Q. Tn Bnh. Tel: 028 38126896.

NEM Quang Trung: 15-17 Quang Trung, Phng 3, Qun G Vp Tp. HCM. Tel:
028.36205835.

Cc tnh min bc
NEM Hi Phng 1: 158 Hong Vn Th, Thnh ph Hi Phng. Tel: ( 02253 ) 839955.

NEM Hi Phng 2: 56 in Bin Ph Q. Hng Bng Tp. Hi Phng. Tel: ( 02253 )

71 5599.

NEM Hi Phng 3: 167A Trn Nguyn Hn, Q. L Chn, Thnh ph Hi Phng

02258832266-02258832299.

NEM Hi Dng 1: 36 Trn Hng o, Thnh ph Hi Dng. Tel: ( 0220 ) 3830899.

NEM Hi Dng 2: 107 Nguyn Lng Bng, P. Phm Ng Lo, Tp. Hi Dng. Tel:
02203890868 02203890898.

NEM Qung Ninh: 661 L Thnh Tng, H Long, Thnh ph Qung Ninh. Tel: ( 0203 )
3511899.

NEM Bc Ninh: 32-34 Trn Hng o P.Tin An Tp. Bc Ninh. Tel

(0222)3885858/(0222)3885656.

NEM Thi Bnh: 458 L Bn Tp.Thi Bnh. Tel (02273)836266/(02273)836566.

NEM Hng Yn: 128 in Bin 1 P.L Li Tp.Hng Yn. Tel: ( 0221 )3518998/(
0221 )3518996.

NEM Vit Tr: 1913-1915 i L Hng Vng, Phng Gia Cm, TP.Vit Tr, Tnh Ph
Th. Tel: (0210)3846989/ (0210)3847989.

NEM Thi Nguyn: 79-81-83 Hong Vn Th, Phng Phan nh Phng, Thnh Ph
Thi Nguyn. Tel (0208)3866898 (0208)3866899.

NEM LO CAI: 188 ng Hong Lin ,Phng Cc Lu ,Thnh ph Lo Cai ,Tnh

Lo Cai. Tel: (0214)3888696 (0214)889696.

Cc tnh min trung

NEM Thanh Ha: 25 i l L Li, Lam Sn, Thnh ph Thanh Ha. Tel:
(0237).8888.686 (0237).8888.585.

NEM Nng: 57 L Dun, qun Hi Chu, Thnh ph Nng, Tel: ( 0236 )3940666.

NEM Vinh: 81 Nguyn Vn C P.Trng Thi TP.VInh Ngh An.Tel:

(02383)536.678/(02383)537.678.
 Cc tnh min nam

NEM Bin Ha: 240 Phm Vn Thun, Phng Thng Nht, TP.Bin Ha, Tnh ng
Nai. Tel: (0613)810838/ (0613)810839.

NEM Cn Th: 110 Nguyn Tri, P. Ci Kh, Tp. Cn Th. TEL:(0292).3822258.

NEM Long Xuyn: 398 H Hong H, p.M Xuyn, Tp. Long Xuyn, Tnh An Giang.
Tel: 0296.3949988.

NEM C Mau: S 6 ng Trn Hng o, phng 5, thnh ph C Mau, tnh C mau.

Tel (0290) 3550968 (0290)3550988.

NEM Bnh Dng: S 329 i l Bnh Dng, Khu 1, Phng Ph Th, Thnh ph Th
Du Mt, tnh Bnh Dng 02743889769.

NEM Vng Tu: 93 ng Ba Cu, Q.4, Thnh ph Vng Tu, tnh B Ra Vng Tu
02543573798-02543573799.

Mt bng v tr cc ca hng

- Din tch cc ca hng ph thuc vo v tr v s lng khch hng thng xuyn gh

thm ca hng, trung bnh chung cc ca hng u c din tch kh ln.

- H thng ca hng vi chun thng nht bao ph khp cc th ln trn c nc v

ta lc ti nhng khu ph vng hay cc im ng t vi 2 mt tin. Mi ca hng
ca chng ti u nhng v tr sang trng v thun tin nht, gip khch hng d dng
la chn v mua nhng sn phm ph hp.

Cch by tr sn phm trong 1 ca hng

- Cng nh cc hng thi trang khc Nem cng c nhng phng php by tr ring ca
mnh:

+ Hng mi nht s c by tr ngay ca vo, ni bt mt nht m ngi tiu dng c

th nhn thy u tin khi vo ca hng, hoc khi i ngang qua ca hng.
+ Cc sn phm cn li nh hng sale, fix s c by tr ti bn trong ca ca hng.

+ Cc sn phm cng c sp xp rt t m: theo kiu cch, hoa vn, mu sc. Cc sn

phm no c kiu ging nhau s c by tr cng v tr, cc mu sc no kt hp hi ha
s sp xp cng nhau

S lng nhn vin.

- Trung bnh mi ca hng c khong 12 nhn vin bn hng ( cha k qun l ca hng)
mi ca hng c s lng nhn vin khc nhau, ph thuc vo din tch mt bng s
lng khch.

S lng phng thay trong ca hng.

- S lng phng thay t nht l 2 v nhiu nht l 6 i vi 1 tng ca ca hng.

nh sng.

- nh sng ca ca hng c by tr rt khoa hc. nh sng l yu t nh hng tch cc

n bt mt ca ca hng ca sn phm do vy yu t nh sng rt c coi trng.
9.5. IM MNH, IM YU.

im mnh.

- Sn phm c nhiu mu m a dng, c o: qun o, ti xch a dng nhiu mu

m

- Cht lng sn phm tt, vi cht liu thi trang cao cp.

- Thng hiu i lin vi nh thit k thi trang ni ting THIERRY VINCENCE

- Dch v a dng, uy tn.

- Kh nng ti chnh tt.

- Nhn vin c nng lc, nhit tnh trong cng vic.

- Kh nng thit k v pht trin sn phm tt.

- Hot ng ti tr c thc hin tt.

- Cc a im bn hng nhng v tr tt v cc ca hng ngy cng c m rng.

- Tp trung vo i tng trn 25 tui nn chuyn mn ha cao.

im Yu.
- Cc ph kin i km cha a dng phong ph, hu ht ph kin i km l ti xch v
m.

- Nhn vin chm sc khch hng online cn cha bit ht v thng hiu h ch c th
t vn mt mng no ca thng hiu cho khch hng.

- Cc chin lc gim gi cha nh trng c nhu cu ca ngi tiu dng.

-Mt s showroom c cha c trng tu li nh: 58 Kim M.

9.6. I TH CNH TRANH.

Hin nay, i th cnh tranh ca thi trang Nem c rt nhiu, t nhng thng hiu ni
ting trn th gii n nhng i th trong nc.

- Nhng nhn xt mt cch ton din thng hiu thi trang trong nc cha th cnh
tranh vi cc thng hiu ni ting th gii, c tui i n na th k.

- V vy i th chnh ca Nem l cc thng hiu thi trang trong nc: Elise, Sifa,
Chic-Land,

Di y l bng so snh cc i th cnh tranh vi Nem vi mt s yu t.

Cc Nem Elise Sifa Chic-land

yu t
Dng Thi trang cng Thi trang cng Thi trang cng Thi trang cng s
sn s,d hi,do s,do ph, dng s,d hi,do
phm ph basic, dng gii ph,o di cch
hn limited iu
Khch Ch yu t 25 Ch yu khch l thng hiu Ch yu l ph n
hng tui tr ln,c hng c thu nhp thi trang ca mi dn cng s yu
mc thu nhp cao v tng i v n gii, mi la thch phong cch
tiu n nh,c bit nh, phong cch tui tm cho tinh t,gi cm mi
a chung thi trang kh n mnh mt phong l
nhng mu m cch ring n
thi trang mi l tng th hin
v c o c bn sc c
nhn.
Cc Kt hp thi s kt hp nhun Tinh nghch,tr Ni danh vi
mu trang truyn nhuyn gia nt trung nhng lch nhng trang phc
thit k thng Vit v v tinh t tuyt vi t lm v sang trng tn vinh s tinh t,
p hin i ca thi trang Italy,c tao nh v gi cm
thi trang Php l,c tnh

Cht Cht liu chnh c o vi

cht liu mm mi Cc loi cht liu
liu l linen,cotton t nhin nh sinhiu cht ph bin nht trong
cao nhn to, voan, liu cotton, nhng thit k l
cp,polieste,kaki chiffon... taffeta, x, b , chiffon, tut-xi,
, thun xon, nhung, th, kaki v len/d.
thun...
Gi c Cao(ch yu Gi c ca Elise Cao (trung bnh Gi trung bnh:
trung bnh trn cng r hn nu so 700.000ng/sn 750.000ng n
900.000ng/s cng ng cp (tm phm) 1.000.000ng/sn
n phm khi cha 500.000 ng tr phm)
sale off) ln)
Phn Thi trang NEM 40 h thng ca Phn phi rng gn 10 showroom,
phi ang c nhiu hng trn ton ri n cc tnh chui ca hng
ca hng trn quc, 3 nh my ti thnh trong c thi trang xa hoa
ton quc Vit Nam nc bc nht ti H
Ni.

9.7. CHIN LC MARKETING.

Chin lc qung co.
- Trong thi bui "n qung co,nm qung co,dng hng thng hiu" th s thnh
cng ca cc thng hiu khng nm ngoi quy lut ny. Thi trangNEM cng v
ang xy dng cho mnh mt thng hiu c ch ng trn th trng thi trang Vit
Nam. Ngoi vic khng nh thng hiu bi cht lng mu m, tng thit k,NEM
cn c khch hng bit n bi cc hot ng qung co truyn thng.
 - NEM y mnh cc hot ng truyn thng thng hiu ca mnh di nhiu hnh
thc. Vi nhng thng ip n tng v ngha, Logo ca NEM cng vi Slogan V
p quyn r thi trang Php c chuyn ti n khch hng thng qua nhiu cc
hot ng trn bo ch,cc tp ch thi trang, cc website, facebook hay youtobe. Thi
trang NEM ch trng vic a tin tc trn cc bo, c bit l cc tp ch thi trang v
gia nh. Cc Website in t v thi trang cng c s gp mt ca NEM gip cho khch
hng c mt ci nhn kh n tng v sn phm. T , khch hng s c t vn v
chn mua cho mnh mt b cnh tht p khi n cc ca hng ca thi trang NEM, cng
nh khi mua hng ca thi trang NEM trc tuyn.

Chin lc a dng ha hng ngang.

- NEM lun a dng ha cc loi hnh sn phm , dch v ca mnh nhm thu ht thm
khch hng n vi cng ty v xy dng , pht trin thng hiu NEM, khng nh v
th ca mnh trng n tri trang Vit Nam.
- Cng ty cung cp a dng v cc mt hng ph kin thi trang i kem nh gi , ti xch
, m,... p ng nhu cu ca khch hng.Bn cnh cng ty cng a ra thm mt so
dch v nh may o cho khch hng hay rt nhiu chng trnh u i.

Chin lc khuyn mi.

- NEM ang c rt nhiu chng trnh khuyn mi , sale off rt ln. Cc mc sale t
30%, 50%, n 70% cho rt nhiu sn phm ti ca hng nh s mi, m, mng t,... thu
ht rt nhiu khch hng.
- Cc chng trnh khuyn mi c tp trung vo cc thi im giao ma, cc dp l tt
dnh cho cc sn phm mi ra mt trn th trng.
Mt vi hnh nh ti showroom ca NEM:

NEM cn c chng trnh khuyn mi 20% dnh cho cc ha n t 2 triu tr ln.

-i km vi chng trnh sale off l hng lot chng trnh fix hng ng gi nh 199k ,
399k , ...hay cc chng trnh nh mua 3 tng 1 v rt nhiu u i khc cho khch hng.
- Vi hng lot nhng u i khuyn mi ln cng vi thi phc v tn tnh ca cc
nhn vin ti y, lng khch hng ca NEM ngy cng ng. H yu thch v la
chn NEM khng ch cht lng sn phm m cn bi s tn tnh v lch s ca nhn
vin v cc chng trnh u i v dch v dnh cho khch hng. n vi NEM chng ta
s thy khng kh tung bng ca cc t gim gi vi lng khch tng i ln.
- Ngoi ra, NEM cn pht hnh th NEM VIP CARD. Th dnh cho nhng khch hng
sn phm vi ha n ln. Khch hng s c gim gi cho nhng ha n k tip hay
mua hng gim gi u tin trong 3 ngy u ca chng trnh trn ton b h thng ca
hng.

Th l t th VIP ca NEM:
Vip 10% - Silver Card

Mua 1 ln 10 triu ng / 1 ha n duy nht.

Tch 30 triu ng / 3 thng.
Vip 15% - Gold CardMua 1 ln 30 triu ng / 1 ha n duy nht.
Tch ly 60 triu ng / 3 thng.

Vip 20% - Diamond Card

Mua 1 ln 50 triu ng / 1 ha n duy nht.
Tch ly 100 triu ng / 3 thng.
Thi hn th Vip:
1 nm k t ngy cp th.Ht hn th coi nh khng cn gi tr.
Khch hng c cp li th vip bng gi tr hin c khi tch c s tin tng
ng ca tng loi vip / 1 nm.

NEM cng c chng trnh mua hng online, t vn tn tnh dnh cho khch hng v
chng trnh giao hng tn ni trn ton quc.

Chin lc pht trin sn phm.

- to cho khch hng s mi l khi la chn sn phm, NEM lin tc cho ra cc b
su tp mi vi cht lng , mu m khc nhau ph vn nhu cu ca khch hng.
- qung b sn phm ca mnh, NEM tham gia ti tr cho nhiu chng trnh
truyn hnh, cc Game Show nh Hy chn gi ng, Cuc thi hoa hu Vit Nam
2010, Cho ngy mi, ng thi NEM cng ti tr cho cc MC ngi mu cho cc
chng trnh ca VTV, SCTV,
Ngoi ra, NEM cng l nh ti tr cho cc b phim truyn hnh nh: Chy n, Ba
chng tui Hi, Bng bn chng,..

Nh thit k Thierry Vincienne t vn trang phc cho th sinh Hoa hu Vit Nam 2010 ti
58 Trng Tin, Hon Kim, H Ni.

- Nem lun mang n s a dng, qu phi, trang nh, du dng, quyn r, p ng

ng o cc tn thi trang cao cp.
9.8. KT LUN.
- Sau khi phn tch hu ht cc kha cnh ca thng hiu ta c th rt ra kt lun:
+ Nem l 1 thng hiu thi trang cao cp c nhiu khch hng u chung vi cc
thit k a dng, c o, lch lm, sang trng v tinh t.
+ Ph liu thi trang cao cp cng vi nhng thit k mang v p quyn r thi trang
Php to cho Nem mt v th vng chc trn th trng.
+D vy nhng hin nay c qu nhiu cc i th cnh tranh nn Nem ang c v b suy
gim v tnh cnh tranh km i.
Xt v mi mt, Nem vn l thng hiu c uy tn, cht lng m bo, i ng nhn
vin nhit tnh, thn thin v lch s. Thi trang Nem cao cp s lun khng nh v th
ca mnh dng sn phm thi trang cao cp cho n gii v lun c mi ngi tiu
dng n nhn.