# BRIEF KHACH HANG — FASHION (THOI TRANG / TUI / GIAY / PHU KIEN)

> **Variant chuyen biet cho:** Thoi trang nu, Thoi trang nam, Tui xach, Giay dep, Phu kien (kinh, vong, dong ho), Local brand, Fast fashion, Fashion designer.

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## HUONG DAN
- Thoi gian: **30-40 phut**
- Gui kem: lookbook, hinh model, hinh san pham, hinh khach mac

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## PHAN A — DOANH NGHIEP

### A1. Co ban
| Hang muc | Thong tin |
|----------|-----------|
| Ten brand | |
| Tagline | |
| Loai hinh | □ Thoi trang nu □ Nam □ Unisex □ Tui □ Giay □ Phu kien □ Tre em □ Plus size □ Khac |
| Phong cach | □ Casual □ Formal □ Streetwear □ Korean □ Vintage □ Minimalist □ Y2K □ Local Brand □ Designer |
| Mo hinh | □ Tu thiet ke + san xuat □ Buy hang nhap □ Drop-shipping □ Co-branding |
| Dia chi (showroom/HQ) | |
| So showroom | |
| Web | |
| Fanpage | |
| Instagram | |
| TikTok Shop | |
| Shopee | |

### A2. Doi ngu
| Vi tri | So luong | Ghi chu |
|--------|---------|---------|
| Founder/Creative Director | | |
| Designer | | |
| Buyer/Merchandiser | | |
| Marketing | | |
| Quan ly Fanpage/Sales online | | |
| Livestream | | |

### A3. Cau chuyen brand
> *Vi sao mo brand? Niche/khach gi cu the? Co cau chuyen ca nhan trong brand?*

```
[Dien]
```

### A4. Cam ket
| Cam ket | Mo ta |
|---------|-------|
| Chat lieu | (VD: Cotton 100%, vai Han nhap khau...) |
| San xuat | (VD: Made in VN, made in Korea...) |
| Sustainability | (eco-friendly, nguon goc, dong goi giam nhua) |
| Doi tra | |

---

## PHAN B — SAN PHAM

### B1. Phan khuc
- [ ] Pho thong (san pham 100-300K)
- [ ] Trung cap (300K-1tr)
- [ ] Cao cap (1-3tr)
- [ ] Premium (3-10tr)
- [ ] Luxury (10tr+)

### B2. Danh muc san pham
| Danh muc | Khoang gia | So SKU | Chu luc? | Bestseller? |
|----------|-----------|--------|---------|------------|
| | | | | |
| | | | | |
| | | | | |
| | | | | |
| | | | | |
| | | | | |

### B3. Bo suu tap (Collections)
| BST | Theme/Mua | So sp | Ngay launch | Trang thai |
|-----|----------|-------|------------|----------|
| | | | | □ Sap launch □ Da launch □ Sale off |
| | | | | |
| | | | | |

### B4. Bestseller (top 5 san pham ban chay)
| STT | Ten SP | Gia | Doanh thu/thang | % Doanh thu tong |
|----|--------|-----|----------------|----------------|
| 1 | | | | |
| 2 | | | | |
| 3 | | | | |
| 4 | | | | |
| 5 | | | | |

### B5. Kenh ban
| Kenh | Co? | % Doanh thu | Trang thai |
|------|-----|-------------|----------|
| Showroom offline | □ Co □ Khong | | |
| Web rieng | □ Co □ Khong | | |
| Shopee | □ Co □ Khong | | □ Mall □ Pho thong |
| TikTok Shop | □ Co □ Khong | | |
| Lazada | □ Co □ Khong | | |
| Tiki | □ Co □ Khong | | |
| Instagram Shop | □ Co □ Khong | | |
| Facebook Shop | □ Co □ Khong | | |
| Live Commerce | □ Co □ Khong | | |
| Ban si | □ Co □ Khong | | |

### B6. AOV
- Online: ............ /don
- Offline: ............ /don

### B7. USP
1. ............................
2. ............................
3. ............................

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## PHAN C — KHACH HANG

### C1. Doi tuong (chon 2)
- [ ] **Sinh vien 18-22** — gia tot, theo trend
- [ ] **Nu van phong 22-30** — di lam, di choi
- [ ] **Phu nu 30-40** — premium, on dinh
- [ ] **Phu nu 40+** — chat luong cao, lasting style
- [ ] **Nam 22-35** — streetwear/casual/formal
- [ ] **Cap doi/Couple set** — dong bo
- [ ] **Tre em** (kid fashion)
- [ ] **Plus size** — niche

### C2. Phong cach khach
- [ ] Casual hang ngay
- [ ] Cong so / Formal
- [ ] Streetwear / Cool
- [ ] Sang trong / Premium
- [ ] Y2K / Trendy
- [ ] Korean / Japanese
- [ ] Vintage / Retro
- [ ] Boho / Free-spirit

### C3. Thu nhap
- [ ] Duoi 8tr
- [ ] 8-15tr
- [ ] 15-30tr
- [ ] 30-60tr
- [ ] 60tr+

### C4. Tan suat mua
- [ ] Hang tuan (sinh vien, fashionista)
- [ ] 1-2 lan/thang
- [ ] 1 lan/quy
- [ ] Theo mua / Theo dip

### C5. Persona
> *VD: "Chi Mai, 25 tuoi, copywriter, song quan A, chi 2-3tr/thang cho thoi trang, theo dõi 15+ brand fashion local, mua tu IG + TikTok Shop, thich phong cach Korean nhe nhang, ngan vi long lay..."*

```
[Dien]
```

### C6. Hanh trinh
| Buoc | Khach lam gi |
|------|-------------|
| 1. Discovery | (Scroll IG/TikTok, thay outfit, click "shop now") |
| 2. Research | (Vao web/IG, xem bo suu tap) |
| 3. Quyet dinh | (Doc review, do size, hoi inbox) |
| 4. Mua | (Online/Offline) |
| 5. Trai nghiem | (Don vi van chuyen, packaging, fitting) |
| 6. Quay lai | (Repeat purchase, follow new collection) |

---

## PHAN D — CANH TRANH

### D1. Doi thu truc tiep (cung niche, cung gia)
| Brand | Niche | Gia | Diem manh | Diem yeu |
|-------|-------|-----|-----------|---------|
| | | | | |
| | | | | |
| | | | | |

### D2. Doi thu lon (international/local big)
| Brand | Anh huong | Lam the nao canh tranh |
|-------|----------|-------------------------|
| | | |
| | | |

### D3. Brand muon nho den nhu the nao?
> *VD: "Local brand cua nu van phong 9X" / "Brand giay sneaker cao cap doi thu"*

```
[Dien — 1 cau]
```

### D4. Dinh vi
- [ ] **Local Premium** (gia cao, chat luong cao, brand story manh)
- [ ] **Trendy / Fast fashion**
- [ ] **Bespoke / Made-to-order**
- [ ] **Sustainable / Eco**
- [ ] **Niche specialist** (chi 1 thu)
- [ ] **Designer brand** (founder noi tieng)

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## PHAN E — MUC TIEU

### E1. Boi canh
- [ ] Launch BST moi
- [ ] Khai truong showroom moi
- [ ] Launch san pham moi
- [ ] Sale off mua / Cuoi mua
- [ ] Push platform moi (TikTok Shop, Shopee Mall...)
- [ ] Build authority dai han
- [ ] Mo rong doi tuong

### E2. KPI thang
| Chi so | Muc tieu |
|--------|----------|
| Doanh thu thang | ............ trieu |
| AOV | ............ |
| Conversion rate (web/Shopee) | ............ % |
| Repeat purchase rate | ............ % |
| Follower IG/TikTok moi | ............ |
| ROAS | ............ x |
| % doanh thu tu Live Commerce | ............ % |

### E3. KPI 6 thang
- Doanh thu/thang on dinh: ............
- Total customers: ............

### E4. Mua peak
- [ ] Tet (1-2)
- [ ] 8/3
- [ ] 30/4 (sale)
- [ ] He (5-7) — outfit di choi
- [ ] Back to school (8-9)
- [ ] Cuoi nam (11-12) — gift, year-end party
- [ ] Single's day 11/11
- [ ] Black Friday 11/29
- [ ] 12/12

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## PHAN F — NGAN SACH

### F1. Tong ngan sach Marketing
- [ ] Duoi 20tr
- [ ] 20-50tr
- [ ] 50-150tr
- [ ] 150-500tr
- [ ] Tren 500tr

### F2. Phan bo
| Hang muc | % |
|---------|---|
| Performance Ads (Meta + TikTok) | |
| Live Commerce (livestream + ads) | |
| KOC fashion + Influencer | |
| Photoshoot + Video lookbook | |
| Platform optimization (Shopee, TikTok Shop) | |
| Email + Zalo nurture | |
| Showroom event/Launch | |

### F3. Timeline
| Moc | Ngay |
|-----|------|
| Launch BST | |
| Sale event | |
| Live Commerce mega | |
| Ket thuc mua | |

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## PHAN G — NGUON LUC

### G1. Doi ngu
| Vi tri | Co? |
|--------|-----|
| Ads | □ Co □ Khong |
| Content + Caption | □ Co □ Khong |
| Designer (graphic, lookbook) | □ Co □ Khong |
| Photographer | □ Co □ Khong |
| Stylist | □ Co □ Khong |
| Livestreamer | □ Co □ Khong |
| Quan ly Shopee/TikTok Shop | □ Co □ Khong |

### G2. Co so vat chat
| Hang muc | Co? |
|---------|-----|
| Logo + brand identity | □ Co □ Khong |
| Lookbook chat luong cao moi BST | □ Co □ Khong |
| Studio shoot rieng | □ Co □ Khong |
| Goc livestream chuyen biet | □ Co □ Khong |
| Wifi tot livestream | □ Co □ Khong |
| Model regular cua brand | □ Co □ Khong |

### G3. Founder/Owner co lam content?
> *Founder personal brand cuc quan trong cho fashion, dac biet local brand.*

- [ ] Co — founder san sang lam IG/TikTok
- [ ] Co — co designer/team san sang
- [ ] Khong — chi muon ban hang

### G4. Khach co quay video tu nhien khong?
- [ ] Co — co he thong UGC (re-share IG stories, contest)
- [ ] Co tu nhien
- [ ] Hiem khi
- [ ] Chua co

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## PHAN H — TAI SAN SO

### H1. Kenh
| Kenh | Co? | Link | Follow | Trang thai |
|------|-----|------|--------|----------|
| IG (CRITICAL) | □ Co □ Chua | | | |
| Facebook | □ Co □ Chua | | | |
| TikTok | □ Co □ Chua | | | |
| TikTok Shop | □ Co □ Chua | | | |
| Shopee | □ Co □ Chua | | rating: | |
| Web rieng | □ Co □ Chua | | | |
| YouTube | □ Co □ Chua | | | |
| Zalo OA | □ Co □ Chua | | | |
| Group VIP customer | □ Co □ Chua | | | |

### H2. Web
- [ ] Co web hoan chinh + check-out: ............
- [ ] Co web nhung khong ban duoc (chi gioi thieu)
- [ ] Chua co — can build

**Yeu cau Web:**
- [ ] Mobile-first
- [ ] Toc do load nhanh
- [ ] Lookbook gallery
- [ ] Check-out mobile-friendly
- [ ] Tracking pixel
- [ ] Reviews, ratings hien thi

### H3. Database
- Customers: ............
- Repeat customers: ............
- Email: ............

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## PHAN I — SANG TAO

### I1. Tone & Style
- [ ] **Editorial / High-fashion**
- [ ] **Lifestyle / Casual**
- [ ] **Trendy / Y2K**
- [ ] **Minimalist / Modern**
- [ ] **Vintage / Hoai co**
- [ ] **Cute / Girly**
- [ ] **Cool / Streetwear**
- [ ] **Premium / Luxury**

### I2. Brand cam hung
| Brand | Ly do |
|-------|-------|
| | |
| | |

### I3. KHONG duoc lam
- [ ] Khong copy design cua brand khac
- [ ] Khong dung anh model chua xin phep
- [ ] Khong noi xau mau sac, voc dang khach
- [ ] Khong fake "nhap khau" neu lam VN
- [ ] Khong dung nhac co ban quyen cho video

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## PHAN J — DELIVERABLES

### J1. Strategy
- [ ] Marketing Plan
- [ ] Content calendar (theo BST + dip le)
- [ ] Performance Plan
- [ ] Live Commerce strategy

### J2. Creative
- [ ] Photoshoot lookbook (50-100 hinh moi BST)
- [ ] Video gioi thieu BST (60s)
- [ ] 30+ TikTok/Reels content
- [ ] Bo template IG story
- [ ] Email template (welcome, BST moi, sale)
- [ ] Showroom POSM
- [ ] Landing page

### J3. Van hanh
- [ ] Setup + chay Meta Ads (Conv + Catalog Sales)
- [ ] Setup + chay TikTok Ads + Shop Ads
- [ ] Booking 10-20 KOC fashion
- [ ] Hop tac KOL (1-2/thang)
- [ ] Optimize Shopee Mall + TikTok Shop
- [ ] Setup Live Commerce (3-5 buoi/tuan)
- [ ] Email + Zalo nurture
- [ ] Loyalty program

### J4. Hop tac
- [ ] Project (launch BST)
- [ ] Retainer 6-12 thang

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## PHAN K — BO SUNG

### K1. Tai lieu
- [ ] Logo (vector)
- [ ] Lookbook BST hien tai
- [ ] Hinh san pham + model
- [ ] Bang gia
- [ ] Brand guideline

### K2. Cau hoi
```
[Dien]
```

### K3. Thong tin khac
> *Ke hoach mo rong, hop tac cross-brand, designer hop tac...*

```
[Dien]
```

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## XAC NHAN

**Nguoi dien:** ............................
**Ngay:** ......./......./..........

**Cam ket:**
- [ ] Da dien day du
- [ ] Phan hoi 48h

**Han nop:** ......./......./..........

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## NEXT STEPS

1. 24h: Review brief + lookbook
2. 48h: Hop ve dinh vi BST
3. 5-7 ngay: Plan v1
4. 7-10 ngay: Plan v2
5. 10-14 ngay: San xuat content
6. Launch BST

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**Team Marketing — Agency**
